The Argentine digital landscape continues to evolve rapidly, solidifying its relevance in Latin America. According to the annual digital trends report presented by Comscore, the country has reached a total of 38 million digital visitors, reflecting remarkable growth compared to the previous year. This increase highlights the transformation in consumption habits and the impact it has on key sectors such as social networks, streaming, e-commerce, news, and gaming.
Social networks and streaming: protagonists of digital consumption
The Comscore study confirms that social networks continue to be the epicenter of the digital ecosystem in Argentina. With more than 33 million active users, platforms like WhatsApp and Facebook lead the interaction, with 32 and 28 million visitors, respectively. In addition, there is an increase in consumption time, with an average of 23 hours per month per user in countries such as Argentina, Brazil, Mexico, Peru, Chile, and Colombia.
Streaming has also experienced sustained growth, with YouTube standing out as a key player in the connected TV (CTV) segment. In 2024, viewing time on CTV devices increased by 21%, reaching 900 million hours in December. Likewise, 50% of the content played on YouTube comes from these devices, demonstrating the consolidation of a trend in the way audiovisual content is consumed.
Expansion of e-commerce and the impact of Retail Media
E-commerce continues to be one of the most dynamic verticals in the Argentine digital ecosystem. Among the marketplaces with the highest growth, Alibaba registered a 17% increase in its audience, reaching 3.9 million unique visitors. Cencosud was not far behind, with a growth of 15% and a total of 3.3 million unique visitors. Mercado Libre, meanwhile, managed to maintain its leadership with 27 million visitors, reflecting a 2% increase.
The report also highlights the growing importance of Retail Media, a strategy that is redefining digital advertising. This model allows brands to interact with consumers continuously, transforming the shopping journey into a more personalized and effective experience.
Digital news and gaming: two pillars of the online ecosystem
The consumption of digital news has intensified in Argentina, with 33.5 million visitors accessing informative content through digital platforms in December 2024. In addition, the impact of social networks as a distribution channel has strengthened, generating 4.3 billion interactions throughout the year.
Gaming is also positioned as a strategic industry, with a market that exceeds 10 billion dollars in Latin America. With a participation that encompasses 80% of the global population, whether casually or professionally, the industry is expected to continue its growth in the coming years.
Towards a consumer-centered digital future
For 2025, Comscore anticipates a digital ecosystem increasingly focused on the integration of first-party data, that is, data obtained directly from users. This trend will allow for more personalized advertising strategies, optimizing the interaction between brands and audiences.
"This change will enhance the development of content adapted to consumer needs, making social networks a key factor in understanding digital behaviors," explained Comscore. In this scenario, the evolution of the Argentine digital ecosystem will continue to set the course for the industry in the region.
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