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Laurene Arrison
The Parrot Analytics LATAM Quarterly Report offers key insights into the streaming and entertainment landscape across Latin America. It contains detailed market share comparisons among leading streaming services including Netflix, Amazon Prime Video, HBO Max, Disney+, and others across various metrics.
The report presents audience demand data for popular shows and movies, indicating trends in consumer preferences within the region. Market-specific content trends for 5 main territories - Argentina, Brazil, Chile, Colombia and Mexico - are also included in the report.
Market penetration and preferences
A visual comparison of the market penetration and preference for streaming services like Netflix, Amazon Prime Video, HBO Max, and Disney+ among others. This data is crucial for understanding the competitive landscape in LATAM.
Content demand drivers
Detailed charts show demand for specific shows and movies, including an analysis of exclusive vs. licensed content. Findings reveal that a combination of both can make a big difference.
Service comparison
The report contains comparisons of various streaming platforms on several parameters, giving a comprehensive view of their strengths and areas for growth.
Content strategy
A focus on genres and themes that align with LATAM's trending shows and movies to capture audience interest. Discover room for strategic investments and opportunities in marketing and content localization for services showing high growth potential in LATAM, such as Disney+ and HBO Max.
Partnerships and collaborations
Partnerships with local content creators to develop region-specific content, which would enhance viewer engagement and service attractiveness.
Market-specific content trends
Receive an overview of platform demand share, and a glimpse into the top series and movies for 5 main territories across the LATAM region. Below is an example from the Argentinian market trends section of the report.
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Most of my articles here on LinkedIn Publishing are geared towards important trends or companies that should be watched by anyone in the China Culture & Entertainment Industries periphery. This is one of those times.
Since iQiyi listed on the NASDAQ earlier this year every market watch outlet has been referring to it as "The Netflix of China", not a factually misleading statement but one that shows these pundits do not fully understand how to represent the streaming and platform markets to their, readers or clients.
One thing that should be noted is that iQiyi is not only only "Netflix of China" in the game, Tencent Video (the content platform which recently dethroned iQiyi in terms of "paid subscribers") and Youku-Tudou hold major shares of the streaming market. A market that has 76% penetration in China - though it should be noted that mostly this is due to free-to-view model that all platforms offer.
Bilibili is the leading platform for Chinese ACGN content - Chinese Anime / Manhua Comics / Games / Freemium Light Novels, platform that is more akin to Crunchyroll. The eighth largest streaming platform in the U.S., but is never mentioned as a Netflix competitor, though Netflix is mentioned many times recently as a competitor to Crunchyroll. In terms of their anime acquisitions.
It is a fact that live-streaming and other avenues, such as Tencent's own WeChat mini-games/programs, there are eyeballs moving away from traditional OTT platforms in China. Though this is not something to worry, and one that offers multiple potentials for those who are aware of the changing landscape that is China's Culture Industries.
When someone is looking for live-streaming content of gamers, no one thinks of going to Netflix for this content. Viewers go to platforms like Steam for live-feeds, or to YouTube for uploaded videos of gamers playing / commentating on the favorite or choice game of the Viewer.
Neither of these platforms should be considered a Netflix-of-China equivalent, that simplified "title" should be reserved for the OTT services of Tencent Video, Baidu's iQiyi, or Alibaba's Youku-Tudou.
In the overall "Content Wars" it could be argued, and has, that Huya and Bilibili are taking eyeballs away from the major streaming platforms, but it is not due to them being direct competitors. It is all about, the viewer has X amount of money to spend on content and subscription prices for multiple platforms goes beyond X. Leading the viewer to choose platform A over platform B in their subscription.
Most of this is due to which demographic the viewer belongs to in China, the younger the viewer, especially Gen Z, the more likely they will choose Bilibili or Huya over one of the major players. Until they have a larger disposable income to purchase all three, or more.
A simple reason for this is ACGN's demographic, Chinese Gen Z who are between the ages of 17 to 24 years old with the majority of them closer to 17 years of age than 24. Meaning that it is difficult to track their "disposable incomes" as they do not necessarily have any on their own.
The Chinese social dynamic of filial hierarchy influences the way Chinese parents provide money to their kids through college, along with other dynamics such as the intense pressure Chinese students face in high school to achieve high marks on the Gao Kao. AKA the Chinese College Entrance Exam - by far, not the ACT / SAT equivalent of China - a poor score on the Gao Kao has resulted in many suicides in China, and is a problem unto itself.
Once a Chinese student has reached college level it is common for parents to give their college age kids, if they can afford it (another dynamic that I will not get into), a disposable income of their own to spend on things of enjoyment. Going to eat hotpot, drinking beer with your friends, KTV, taking trips in China and abroad (usually happens towards the end of college or just after, before joining a company to work 6/7 days a week), or spend it on cosplay to attend Bilibili Link.
Bilibili Macro Link is one of the largest fan cons in China, with over 100K attendees in 2017, and it highlights the alternative forms of revenue streams that the platform has to offer. Differing it from the likes of iQiyi or Tencent Video.
Like Crunchyroll which has brought in over $100MMUSD in revenue streams for Anime studios in Japan, Bilibili operates on revenue streams that go beyond paid subscription and ad sources. Selling merchandising and other licensed commodities for ACGN products, and it is the G in ACGN that propelled Bilibili beyond Wall Streets first half projections.
Gaming has become a growing aspect of Bilibili (traditionally games that have an association to anime, manga, or Manhua comics) and will continue to be one that takes Bilibili in a leading direction of indirect competition with the other "Netflix of China".
A market penetration of 7.5% is a strong one, comparably so in the fact that Bilibili's demographics are the most sticky in terms of devotion to the platform. These numbers and revenue stream will continue to grow across the board, but referring to Bilibili as a "Netflix of China" underscores the potential of one of the most interesting platforms in the Middle Kingdom.
Ryan is a leading voice and speaker on China's growing ACGN markets & industries: Chinese Anime / Manhua Comics / Games / Freemium Light Novels, and how they interact with the Culture Industries of 2D Culture & Pan Entertainment in China.
Ryan has direct Executive Consulting experience with partners in a range of entertainment & media fields in; India, Norway, China, Africa; Malawi and Kenya, and the United Arab Eremites; Sharjah and Dubai.
New Market Penetration refers to the process of entering and establishing a presence within a new, previously untapped market segment or geographical area. In digital marketing, this often involves utilizing various online channels and strategies to engage potential customers and expand brand awareness. This empowers businesses to tap into new growth opportunities and increase their overall customer base.
This is crucial for business growth and revenue expansion, as it helps organizations tap into potential customer segments, identify unmet needs, and seize opportunities arising from evolving market trends.
By effectively penetrating new markets, businesses enhance their brand visibility, create diversified revenue streams, and foster long-term success through adaptation and innovation in response to new market dynamics.
New Market Penetration is a pivotal strategy for businesses seeking to expand their reach and customer base. The primary purpose of this strategy is to identify and enter untapped markets, allowing companies to establish a presence and capture a share of the consumers within that specific market segment.
This can be achieved through a variety of methods, such as competitive pricing, targeted advertising campaigns, and tailored product offerings. By successfully penetrating a new market, a company can increase its revenue stream and foster growth while simultaneously enhancing its brand reputation and recognition.
To ensure successful new market penetration, organizations must conduct thorough market research and analysis to gain valuable insights into consumer behavior, preferences, and needs within the target market. This enables businesses to effectively tailor their marketing efforts to resonate with their prospective audience and position their brand appropriately.
Netflix expanding to International Markets: Digital streaming giant, Netflix, first penetrated the US market by offering on-demand streaming of TV shows and movies, quickly positioning itself as an industry leader. In 2010, Netflix began its international expansion by launching in Canada and continued to enter new markets including Latin American countries (2011), the United Kingdom, and Ireland (2012). In 2016, Netflix announced its availability in more than 190 countries, achieving widespread penetration in the streaming services market.
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