20 Latin America media panorama
-
Ethel Pis Diez
Abstract
Protectionist laws and socioeconomic debt in all 33 of Latin America’s nations can be summed up as the cause of the region’s media economics. High work informality, lack of access to credit and bankarization, and high poverty are challenges that media companies need to overcome when they plan to capture the attention of the 650 million people in Latin America and making a business out of it. Against all odds, the potential of the region is tremendous, and not only for its huge population: Latin Americans thrive in digital media and spend three more hours than the global average on social media platforms. Mobile-first young Latin Americans are igniting the global growth of new platforms like TikTok and new content formats like gaming, propelling the region into the third fastest growing markets ranking in these categories. Latin Americans have favored Alphabet, Meta, and most recently Bytedance, which have captured almost 80% of total digital ad revenues. Yet, traditional media companies have not grasped the opportunity that the region holds beyond each country’s borders, instead relying on regulators to pass bills that help support their local business position and give them time to launch their own new digital SVOD/AVOD products. Piracy and account sharing are common practices in the region that hurt media economics, with an average of 34% of users declaring that they use these illegal means to access content online. New hybrid business models - i.e., SVOD + AVOD/ FAST mixed plans - are currently being tested and presented as a formula for more accessible legal content targeting users at the bottom of the pyramid.
Abstract
Protectionist laws and socioeconomic debt in all 33 of Latin America’s nations can be summed up as the cause of the region’s media economics. High work informality, lack of access to credit and bankarization, and high poverty are challenges that media companies need to overcome when they plan to capture the attention of the 650 million people in Latin America and making a business out of it. Against all odds, the potential of the region is tremendous, and not only for its huge population: Latin Americans thrive in digital media and spend three more hours than the global average on social media platforms. Mobile-first young Latin Americans are igniting the global growth of new platforms like TikTok and new content formats like gaming, propelling the region into the third fastest growing markets ranking in these categories. Latin Americans have favored Alphabet, Meta, and most recently Bytedance, which have captured almost 80% of total digital ad revenues. Yet, traditional media companies have not grasped the opportunity that the region holds beyond each country’s borders, instead relying on regulators to pass bills that help support their local business position and give them time to launch their own new digital SVOD/AVOD products. Piracy and account sharing are common practices in the region that hurt media economics, with an average of 34% of users declaring that they use these illegal means to access content online. New hybrid business models - i.e., SVOD + AVOD/ FAST mixed plans - are currently being tested and presented as a formula for more accessible legal content targeting users at the bottom of the pyramid.
Kapitel in diesem Buch
- Frontmatter I
- Contents VII
- Contributors XI
-
Introduction
- 1 De Gruyter handbook of media economics: Introduction 1
-
Mapping the field of media economics
- 2 Media economics research: Scope, value and significance 13
- 3 Business perspectives on the digital economy 27
- 4 Media innovation studies: An expanding field 43
-
Perspectives on media economics methods
- 5 Media economics research: Accessing and working with official and non-official statistics 61
- 6 Dealing with causal complexity in media economics and management research: An introduction to qualitative comparative analysis 77
- 7 Working with datafication in media industries research 93
- 8 Experimental methods in media economics research: Understanding the human factor in decision-making 105
-
Perspectives on teaching media economics
- 9 Developing a curriculum for media economics 115
- 10 Teaching media management and economics in China 127
- 11 Toward decolonizing the media economics curriculum in Africa 149
-
Market-level trends in media economics
- 12 The audience in media markets 169
- 13 Developments in advertising markets and their effects on media companies 185
- 14 The effects of streaming on media markets 201
- 15 Challenges and opportunities for recommender systems in media markets 215
- 16 The stunning longevity of media ownership concentration 229
- 17 Old and new leaders in global media markets 249
- 18 Global sports media rights market 267
- 19 The economics of media in the Arab world: A case study of Egypt 279
- 20 Latin America media panorama 291
-
Industry-level Trends in Media Economics
- 21 Clusters in media industries: What is their added value? 303
- 22 The music industry: A trendsetter among the media industries? 319
- 23 New economics of the music industry: Blockchains, metadata and agency problems 333
- 24 The economics of influencers and social media stardom 349
- 25 From platform users to platform labor: Understanding vlogging as a media industry in China 369
- 26 The economics of fake news 379
- 27 The economics of podcasting 389
- 28 How esports may influence the digitalization of the media ecosystem 401
- 29 Disruptive informality: Nollywood and the tensions of informal economies 415
-
Firm-level trends in media economics
- 30 The transformation of news in the digital age: Business model changes, challenges, and future directions 431
- 31 Redefining digital publishing business in platform ecosystems in China: The case of WeChat Read 451
- 32 Precarity, but also possibilities for creativity: Back to the future of work in print news media 465
- 33 User data analytics in media organizations 477
-
Societal value trends in media economics
- 34 Changing authorship and copyright in media markets – A value approach 497
- 35 Public service media: Challenges for delivering universal public service in the platform age 511
- 36 Digital platforms and minority language media: Exploring the prospects of Banjara language media in India 527
-
Conclusion
- 37 Media economics: Key observations and reflections by the editors 541
- List of figures 555
- List of tables 557
- Index 559
Kapitel in diesem Buch
- Frontmatter I
- Contents VII
- Contributors XI
-
Introduction
- 1 De Gruyter handbook of media economics: Introduction 1
-
Mapping the field of media economics
- 2 Media economics research: Scope, value and significance 13
- 3 Business perspectives on the digital economy 27
- 4 Media innovation studies: An expanding field 43
-
Perspectives on media economics methods
- 5 Media economics research: Accessing and working with official and non-official statistics 61
- 6 Dealing with causal complexity in media economics and management research: An introduction to qualitative comparative analysis 77
- 7 Working with datafication in media industries research 93
- 8 Experimental methods in media economics research: Understanding the human factor in decision-making 105
-
Perspectives on teaching media economics
- 9 Developing a curriculum for media economics 115
- 10 Teaching media management and economics in China 127
- 11 Toward decolonizing the media economics curriculum in Africa 149
-
Market-level trends in media economics
- 12 The audience in media markets 169
- 13 Developments in advertising markets and their effects on media companies 185
- 14 The effects of streaming on media markets 201
- 15 Challenges and opportunities for recommender systems in media markets 215
- 16 The stunning longevity of media ownership concentration 229
- 17 Old and new leaders in global media markets 249
- 18 Global sports media rights market 267
- 19 The economics of media in the Arab world: A case study of Egypt 279
- 20 Latin America media panorama 291
-
Industry-level Trends in Media Economics
- 21 Clusters in media industries: What is their added value? 303
- 22 The music industry: A trendsetter among the media industries? 319
- 23 New economics of the music industry: Blockchains, metadata and agency problems 333
- 24 The economics of influencers and social media stardom 349
- 25 From platform users to platform labor: Understanding vlogging as a media industry in China 369
- 26 The economics of fake news 379
- 27 The economics of podcasting 389
- 28 How esports may influence the digitalization of the media ecosystem 401
- 29 Disruptive informality: Nollywood and the tensions of informal economies 415
-
Firm-level trends in media economics
- 30 The transformation of news in the digital age: Business model changes, challenges, and future directions 431
- 31 Redefining digital publishing business in platform ecosystems in China: The case of WeChat Read 451
- 32 Precarity, but also possibilities for creativity: Back to the future of work in print news media 465
- 33 User data analytics in media organizations 477
-
Societal value trends in media economics
- 34 Changing authorship and copyright in media markets – A value approach 497
- 35 Public service media: Challenges for delivering universal public service in the platform age 511
- 36 Digital platforms and minority language media: Exploring the prospects of Banjara language media in India 527
-
Conclusion
- 37 Media economics: Key observations and reflections by the editors 541
- List of figures 555
- List of tables 557
- Index 559
