South America Creator Economy Market Trends

Rising Popularity of Short Video Content: Short form, snackable videos under 60 seconds are gaining significant popularity among audiences across South America. Platforms like YouTube Shorts, Instagram Reels, and TikTok have allowed creators to produce short videos across genres that cater to shorter attention spans. Short videos have lower production barriers allowing faster output. Their shareability also helps reach wider audiences and gets more engagement. Most major platforms are adding short video formats and will drive this trend further.

Live Video Streaming Gaining Prominence: Live video streaming is gaining significant adoption since it enables real-time engagement with audiences. Platforms like Twitch, YouTube and Instagram are pushing live streams across gaming, music events, concerts and more. Viewers feel connected and can interact via comments/reactions in real-time. Brand collaborations also leverage live videos and workshops. The emergence of virtual influencers who only exist as CGI avatars could further transform live streaming. More creators are expected to adopt live video streaming into their content strategy.

According to World Bank, Internet usage in South America increased by over 20% from 2020 to 2022.

Figure . South America Creator Economy Market Size (US$ Bn)

South America Creator Economy Market Overview

The creator economy in South America is poised for significant growth over the next decade. A creator economy refers to economic activity resulting from content creation and monetization of that content online. It encompasses various forms of self-employment driven by online platforms. South America has a large population of young, internet-connected consumers who are eager to engage with influencers and content creators online. Furthermore, the adoption of online payment methods has made supporting creators through subscriptions, memberships, and tips/donations much more seamless for audiences. As smartphones proliferate across the region and broadband access expands to rural areas, more South Americans will have the means to participate in the creator economy as consumers as well as creators themselves. This will propel the growth of the South American creator economy market in the coming years.