Argentina OTT growth driven by smart TV consumption

DetailsJuan Fernandez Gonzalez | 31 May 2015

Unlike most countries, in which mobile devices are the clear leaders for online video consumption, in Argentina smart TVs top the wave of increasing online viewing in the country, thus driving new opportunities for over the top (OTT) and video on demand (VOD) operators.

According to the Usuario Online 2015 report published by consultancy firm Carrier y Asociados, more than one in three Argentinians (36%) consume online TV content through a smart TV.

In the last year, the use of smart TVs has become more popular among viewers, who now connect them to the Internet and use them to watch online content - 20% more than in 2014.

Looking at the figures of the so-called online consumers, smart TVs are also leading devices' penetration. Over 40% of Argentinians consuming online TV prefer a smart TV, while 35% connect their TVs to a computer, 10% to a console and 7% to multimedia STBs or devices such as Apple TV or Chromecast.

According to the analyst firm, the penetration of smart devices to watch TV through the internet is clearly increasing content consumption, driving growth to OTT and VOD platforms such as Netflix.