Today, Penthera released the results of their annual Latin America Streaming Behavior Survey. The results show several trends in viewing habits and provides some insight for how streaming services can better reach this market going forward.
The survey shows that 94% of Latin American viewers experienced frustration with streaming content, beyond being annoyed about advertisements. Those frustrations included the video taking too long to start (54%) and video re-buffering (52%).
In the past years of the survey, many viewers were willing to deal with the interruptions. Compared to 2018, fewer people are willing to just accept that streaming can be a frustrating activity (30% versus 34%).
Penthera’s solution to eliminating those interruptions and issues with poor video quality is to make downloaded content more widespread among streaming services. Latin American audiences seem to agree, as they survey shows that downloading content is on the rise in the areas where the survey was conducted – Mexico, Brazil, Columbia, and Argentina.
The percentage of Latin American respondents who said they download mobile video daily, has doubled from 2018. 83% of Latin American respondents said that they expect a streaming service to include a mobile video download feature.
To make content downloading features more attractive for streaming services, Penthera is currently testing ad-supported downloads, with streaming services expected to start adding this feature in early 2020.
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