Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Latin America is a boon to Netflix’s global expansion efforts

The news: As Netflix matures and faces moderating growth in its home US market, its paid memberships in Latin America rose 4.1% year-over-year (YoY) in the first quarter.

Zoom out: Underscoring its importance to growth, Latin America was chosen as the region to pilot the company's password crackdown.

  • Netflix launched an “add extra member/household” feature in eight countries in 2022, as the region has a higher rate of account sharing than others. Brazil and Mexico were excluded from the pilot to avoid upsetting subscribers in its two biggest Latin American markets.
  • The company quickly reversed course amid a public outcry from subscribers. In true Latin American fashion, users protested the changes on social media. The hashtag #ChauNetflix (“ByeNetflix” in English) trended on Twitter not long after. Netflix sunset the feature in October after considering customers’ feedback.
  • Netflix’s policy changes didn’t stymie subscriber growth in Latin America. Despite users threatening to leave the platform en masse, Latin America was Netflix’s third-fastest-growing paid subscriber market in Q1 2023 after Asia-Pacific, and Europe, the Middle East, and Africa (EMEA), where paid memberships rose 17.1% and 4.9% YoY, respectively.
  • Latin America shows promise for Netflix’s bottom line. Despite having 33.1 million fewer paying members than regions like the US and Canada in Q1 2023, Latin America was the second-fastest-growing market for average revenues per Netflix membership (ARM), at 2.7% YoY, according to the company. Latin America’s ARM in Q1 was roughly half that of the US and Canada, at $8.60.

Looking ahead: Netflix will dominate paid streaming in Latin America. While new players have emerged on the scene, the global giant will remain victorious in this year’s streaming wars, according to our latest forecast.

  • We estimate that 79.4% of sub OTT viewers, or 142.9 million people in Latin America, will watch Netflix at least once per month. That puts the region ahead of Western Europe and North America.
  • Starting next year, Latin America will be the only region where Netflix will have a penetration rate above 80% through 2026 among sub OTT viewers.

Go further: Read our report, Latin America Digital Video Forecast 2023, to learn more about growth opportunities in the region.