RANKING: The 10 Most-Visited Platforms in LatAm (2015 vs. 2016)

In this article we analyze the rankings from Argentina, Brazil, Chile and Colombia. Which video sites and platforms were the most visited? How did things change between 2015 and 2016? What consumption habits were formed? We give you the answers to these questions and more, according to comScore.

In all surveyed countries, an increase in unique visitors was observed in January 2016 compared to January 2015.

Google and Facebook alternate between the two first spots on the rankings in all countries except Chile, where Facebook came in third behind VEVO.

MCNs saw a decrease in unique users.

Argentina

• In terms of the quantities of unique visitors, Google and Facebook took the first and second spots on the rankings, respectively. In the case of Facebook, it’s interesting to observe the 97% increase in unique visitors between January 2015 and January 2016.
• Universal Music and Sony Music record labels (which appear as VEVO on the rankings) and Warner occupy the third and fourth spots, respectively. This is interesting, as it indicates a particular interest in visualizing music.
• When it comes to multi-channel networks (Maker Studios, Machinima, Fullscreen, ZEFR), a tendency towards less unique visitors is observed in January 2016’s results (compared to the same month in 2015).
• Grupo Clarín (one of the most important newspaper groups in Argentina) showed a 50% increase in visitors compared to January 2015. This is no small detail, as it indicates a certain interest in accessing the latest news in Argentina.
• Teads, the video ad technology platform, grew by 1.837% between January 2015 and January 2016. This is particularly relevant for media and advertisers that use this technology.

Brazil

• Facebook and Google occupy the first and second spots on the ranking, respectively. In the case of Google, a 17% decrease in traffic occured between January 2015 and 2016.
• Like in Argentina, in Brazil, Universal Music and Sony Music (VEVO) and Warner occupied the third and fourth spots, respectively.
• In fourth place appears Teads, with a growth of 709%. This is particularly relevant for advertisers and media that use this platform.
• With respect to multi-channel networks, in Brazil, the same is true as it was in Argentina: Fullscreen and Maker Studios saw a decrease in traffic in 2016.

Chile

• Google and VEVO occupied the first and second spots on the ranking, respectively. It is interesting to observe how Facebook was brought down to third place (as it usually comes in first or second on the LatAm rankings).
• Like in Argentina and Brazil, multi-channel networks showed light growth (as is the case of Machinima) or a decrease in traffic (Maker Studios, Fullscreen, ZEFR, and ZOOMIN.TV).
• With respect to Teads, and in line with what happened in Argentina and Brazil, there was notable growth (in this case, 2,017%).

Colombia

• Google and Facebook occupy the first and second spots in the rankings. In the case of Google, there was a 17% decrease in traffic between January 2016 and January 2015.
• As in Argentina and Brazil, VEVO and Warner occupied the third and fourth spots, respectively.
• In line with the trends in other countries, multi-channel networks (Maker Studios, Machinima, ZEFR, Fullscreen) showed either light growth or significant decreases in unique visitors.
• With respect to Teads, the same positive trend is observed here as in other countries, with a 377% growth.

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