Summary

In Argentina the market is dominated by a few large international companies, including Netflix, Amazon Prime Video, and Disney+ Hotstar, as well as regional players such as Flow and Telefe Play. The platforms offer a mix of licensed content, original productions, and user-generated content. There is a strong demand for regional content in Argentina, and the platforms are investing in producing and licensing high-quality South American content. The Argentina OTT market is highly competitive, with each platform striving to offer the best user experience and exclusive content to attract and retain users. The Argentine government regulates the OTT market, but the regulations are generally favorable to the industry's growth. The Argentina OTT market is expected to continue growing in the future, driven by increasing internet penetration and a growing middle class with high disposable income. The demand for high-quality, regional content is also expected to increase, providing new opportunities for OTT platforms.

According to the research report, "Argentina Over the Top (OTT) Market Overview, 2028," published by Bonafide Research, the market is anticipated to add USD 0.80 billion by the end of 2028. Due to the increase in the number of digital video consumers, media and entertainment dominated over-the-top market share during the forecast period. This will increase demand for OTT services in the media and entertainment industries. However, the communication industry is expected to grow at the fastest rate during the forecast period due to an increase in demand for over-the-top services in the telecommunications industry for video calling, voice, and messaging services. By device type, SmartTVs and set-top boxes dominated the market. Because of the larger screen and easy switching options between cable and OTT platforms. Furthermore, as smartphone penetration increased, smartphones became the second most popular device for streaming OTT platforms. They are also inexpensive, allowing people of all income levels to use smartphones and streaming platforms. During the forecasted period, subscription VOD is expected to manage the market. This is primarily due to an increase in the number of subscribers using over-the-top (OTT) platforms. Furthermore, due to the high demand for advertising videos for product and service promotion, advertisement-based VOD is steadily increasing. The market is divided into personal and commercial user types. The market is expected to be driven by the personal user segment. The growing use of smartphones and tablets, as well as the easily accessible internet, raises the market's perception of OTT services for personal entertainment and knowledge.

Argentina's total population was 45.81 million. In January 2022, Argentina had more than 38 million internet users. At the start of 2022, Argentina's internet penetration rate was around 83 percent of the total population. Around 7.79 million people in Argentina did not have access to the internet at the start of 2022, representing 17.0 percent of the population. Argentina had more than 40 million social media users. According to Meta's advertising resources, Facebook has more than 30 million users in Argentina. According to Google's advertising resources, YouTube had approximately 31.70 million users in Argentina. According to Meta's advertising tools, Instagram had approximately 24.70 million users in Argentina. According to LinkedIn's advertising resources, the company has more than 10 million "members" in Argentina. According to Snap's advertising resources, Snapchat had approximately 2.25 million users in Argentina. According to Twitter's advertising resources, there were more than 6 million users in Argentina.

In Argentina, around 65% of people watch music videos. More than 50% of people watch a comedy, meme, or viral video. Around 30% of people watch video livestreams. More than 30% of people watch educational videos. More than 30% of people watch sports highlights or clips. Around 30% of people watch Gaming Videos. More than a quarter of all people watch Influencer videos and vlogs. By age group (16–64), the average amount of time that Argentina users spend each day includes more than 9 hours on the internet, around 3 hours on television, more than 3 hours for social media, and around 2 hours listening to music streaming services. In Argentina OTT market, some of the major reason for the higher utilization of internet by the age group of 16-64 includes finding information, researching how to do things, finding new ideas and inspiration, staying in touch with friends and family, researching brands, education and study, watching videos, TV shows and movies, listening to music, researching health issues and products, researching places, travel, business networking and many more.

Considered in this report
• Geography: Argentina
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Argentina Over The Top (OTT) market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Type:
• AVOD (Advertising-based Video On Demand)
• SVOD (Subscription Video on Demand)
• TVOD (Transactional Video on Demand)
• Others

By Device Type:
• Smartphones and Tablets
• Desktops and Laptops
• Smart TVs & Set-Top Box
• Gaming Consoles & Streaming Devices

By Content Type:
• Video Streaming
• Game Streaming
• Audio Streaming
• Communication

By Service Verticals:
• Media and Entertainment
• Education and Learning
• Gaming
• Service Utilities

By User Type:
• Personal
• Commercial

By Component Type:
• Solution
• Services

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Over The Top (OTT) industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.