Argentina Media Market Size and Forecast by Media Channel, Content Type, Revenue Model, Consumer Type, and Device Type: 2019-2033

Argentina Media Market Outlook

Argentina media landscape in 2025 is undergoing a significant transformation, driven by digital innovation, shifting consumer behaviors, and evolving regulatory frameworks. With a projected digital media revenue of approximately US$ XX.2 billion, the industry is adapting to new consumption patterns while facing challenges related to market consolidation and regulatory oversight.

Digital Surge: The Driving Forces Behind Media Evolution

The proliferation of internet access and smartphone usage has been pivotal in reshaping Argentina's media consumption. As of early 2025, internet penetration stands at 90.1%, equating to over 41 million users. This digital expansion has facilitated the growth of mobile-first platforms, with 70% of online purchases made via mobile devices, reflecting a broader trend towards on-the-go content consumption.

Video-on-Demand (VOD) services have emerged as a dominant force, projected to generate US$ XX.9 million in revenue by the end of 2024. Platforms like Netflix, YouTube, and local services such as DGO are capitalizing on this trend, offering diverse content libraries that cater to the evolving preferences of Argentine audiences.

The digital advertising sector is also experiencing robust growth, with expenditures expected to reach €1.56 billion in 2025. Social media advertising, in particular, is projected to account for €423 million, driven by the popularity of platforms like WhatsApp and YouTube, which offer unique avenues for brand engagement.

Regulatory Landscape: Balancing Innovation and Market Fairness

Regulatory developments are playing a crucial role in shaping Argentina media industry. In March 2025, the government suspended Telecom Argentina's US$ 1.245 billion acquisition of Telefónica's local unit due to concerns over potential market monopolization. The proposed merger would have resulted in significant market concentration, with Telecom Argentina controlling up to 80% of residential internet services in certain regions.

This intervention underscores the government's commitment to maintaining competitive balance within the media and telecommunications sectors. It also reflects a broader effort to ensure that technological advancements and market consolidations do not compromise consumer choice or market fairness.

Additionally, the government is exploring regulations related to content quotas on VOD platforms, aiming to promote local content production and cultural preservation. Such measures are intended to support domestic creators and ensure that Argentine narratives remain prominent in the digital age.

Consumer Behavior: Shifting Patterns in Media Consumption

Argentine consumers are exhibiting dynamic media consumption habits, influenced by digital accessibility and changing preferences. As of the third quarter of 2023, individuals spent an average of 205 minutes per day watching television, a decline from previous years, indicating a gradual shift towards digital platforms.

The rise of mobile internet usage has further diversified content consumption, with users increasingly engaging with streaming services, social media, and online news portals. This trend is complemented by a growing reliance on digital payment methods, particularly digital wallets, which are projected to account for 59% of e-commerce transactions by 2027.

The convergence of media and commerce is also evident in the burgeoning social commerce sector, expected to grow by 40.3% to reach US$ 2.24 billion in 2024. Platforms are leveraging social media's reach to facilitate shopping experiences, reflecting a seamless integration of content and commerce in the digital ecosystem.

Competitive Landscape: Key Players and Strategic Movements

Argentina's media market is characterized by a mix of domestic conglomerates and international entities, each employing distinct strategies to capture audience attention.

Grupo Clarín, through its stake in Telecom Argentina, remains a dominant force, offering a range of services from broadband to mobile telephony. However, its attempted acquisition of Telefónica's assets has faced regulatory hurdles, highlighting the challenges of market consolidation.

Grupo América, another significant player, has diversified its portfolio beyond traditional media, venturing into utilities and healthcare. Despite a reported 19.3% decline in revenue in late 2024, the group continues to exert substantial influence through its television and radio holdings.

Internationally, the Werthein Group has expanded its footprint by acquiring Vrio Corp., encompassing DirecTV and the DGO streaming platform. Their strategic alliance with Amazon to provide satellite internet services aims to enhance connectivity, particularly in underserved regions, thereby broadening their market reach.

Navigating the Future of Argentina's Media Market

As Argentina's media landscape continues to evolve, stakeholders must navigate a complex interplay of technological advancements, regulatory frameworks, and shifting consumer behaviors. The emphasis on digital transformation presents opportunities for innovation and growth, while regulatory measures ensure that market dynamics remain balanced and equitable.

Success in this environment will depend on the ability to adapt to changing consumption patterns, leverage emerging technologies, and align with regulatory expectations. By fostering a media ecosystem that is both innovative and inclusive, Argentina can position itself as a leader in the digital media space within Latin America.

Author: Joseph Gomes Y (Head – Media and Entertainment)

*Research Methodology: This report is based on DataCube’s proprietary 3-stage forecasting model, combining primary research, secondary data triangulation, and expert validation. [Learn more]

Argentina Media Market Segmentation