Mobile traffic has experienced exponential growth between 2016 and 2023, multiplying 14 times during this period. In Latin America, downloads of audiovisual content, especially from social networks like Facebook, Instagram, and WhatsApp, represent half of the traffic. The intensive use of video, whether in short or long format, is a common characteristic in the region, where the preference for online activities leans towards social media, web browsing, and streaming.
In countries like Argentina, Chile, and Paraguay, streaming platforms like Max, Disney+, and Netflix hold a prominent place in data consumption, even above traditional internet browsing. The demand for data is expected to continue increasing, driven by improvements in video resolutions and live streaming of events. Streaming is positioned as one of the preferred options for the young audience, who seek to choose what to watch and when to do so.
YouTube is one of the most popular platforms in Argentina, with a high consumption rate across different video formats. Although television remains relevant in the country, mainly among older audiences, young people opt for online media such as streaming. In response to this trend, several traditional media have ventured into the world of streaming, integrating new platforms into their content to broaden their reach and adapt to changing audience preferences.
In the current digital landscape, companies Meta, Alphabet (Google), and TikTok lead the market in the region, concentrating over 70% of mobile traffic. The annual growth of traffic continues to rise, generating additional pressure on mobile networks. In light of this situation, the need for an equitable distribution of costs is proposed, whereby large traffic generators contribute to the funding of networks to ensure an efficient experience for users, as well as to safeguard the environmental impact of these operations.
