Thursday, February 5, 2015

Decoding the Entertainment Landscape in Latin America Across Generations

This morning at The Media Insights & Engagement Conference 2015 in San Diego Laura Berga, Director, Strategy & Programming Analysis, HBO Latin America and Danielle Escasena, Research Manager, HBO Latin America talked to us about how to decode the entertainment landscape in Latin America across multiple generations.

In order to understand the Latin American consumer, HBO conducted a study about generation Z, Y, and Z to see how they are consuming TV in Latin America in different ways. In Latin America, there is a very different adoption curve than in the United States because there are barriers in infrastructure and socio-economic restraints, so those have caused a lag in Latin America media.

According to Berga, the reality is as people are adopting new technologies through new devices, and that is affecting the way they are consuming content. Berga said, “We had to figure out how to bridge this gap.”

In the study, HBO studied five key markets in Latin America, three generations, seven lifestyle topics, and six technologies. A key trend that came out of the HBO study was a huge decrease in consumer demand for bundles. As of late, there is a trend towards downgrading that translates through entertainment and luxury goods. So, the consumer is demanding this and the market is really stepping up to the plate and creating offers, according to Escasena.

Another big trend that came out of the study is that a lot of this easy and often free access to watch content on mutli-devices and multi-platforms has created a demanding consumer who wants content at low cost or no cost. There has also been a big change in the players and platforms. Now, everyone is in the content game, according to Escasena.

She added, “Everyone has skin in the content game.”


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

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