Linear TV | Platforms | Video On Demand | SVOD | Entertainment
Ariel Hajmi, CEO of Kantar IBOPE Media for Argentina, Uruguay, and Chile.
- Television is the heart of home entertainment. The content consumption ecosystem creates models of coexistence and enhancement between linear and streaming audiovisual content.
Convergence is a term that has accompanied the world of technology for decades, but today it has arrived to create a new content consumption ecosystem that establishes models of coexistence and enhancement between linear and streaming audiovisual content.
Fluid content, ubiquitous screens, and a new mode of personalized audiovisual consumption are the new paradigm revealed by the analysis of Kantar IBOPE Media’s Inside Video 2025, which reflects the trends in the content viewing industry during this transformation process.
According to Ariel Hajmi, CEO of Kantar IBOPE Media for Argentina, Uruguay, and Chile: “The proliferation of audiovisual content is constant. The evolution of what, how, when, and where it is consumed is also constant. Audiences are intertwined, caught between personalization and the need for mass appeal. Live content with a local flavor—whether news, sports, or entertainment—is interconnected with on-demand content, where new trends show the emergence of new business models such as SAVOD, which allows free access to content accompanied by advertising and other more exclusive content by subscription.”
Television is the starting point for analyzing how video is consumed in Argentina, encompassing broadcast, cable, satellite, high-definition television, and digital content via streaming and the internet.
Video platforms are multiplying, and new metrics from the mobile ecosystem offer an intersectional perspective on audience behavior.
Data from Inside Video 2025 reflects that television is a mass medium with a strong presence in the daily lives of Argentinians, as 94% watch TV frequently throughout the month. If we analyze viewing time, we observe that it averages 4 hours per day.
How many hours do they dedicate to TV?
The time spent watching TV varies according to different age groups. Generation Alpha and Centennials dedicate 2 hours and 25 minutes per day, while Millennials watch 3 hours and 30 minutes, Generation X dedicates 5 hours and 30 minutes, and Generation Silver exceeds 7 hours of daily viewing.
On-demand viewing is gaining ground
Formats are being reconfigured, and media consumption is increasingly taking place on more screens. Today, 91 percent of Argentinians watch on two screens; 79 percent on three screens; and 33 percent on four screens.
Data shows that 94% of Argentinians consume TV/video content in a month, 86% in a week, and 66% in a single day, reaching a cumulative coverage of 99% by 2025. Television is the heart of home entertainment, accounting for 81% of video viewing time on TV or CTV screens, compared to 15% on smartphones, 3% on desktops, and 1% on tablets.
Furthermore, 89% of Argentinians are exposed to audiovisual content monthly, combining exclusive consumption of linear TV 32%), video platforms (4%), and 53% who access both. The coexistence of formats is increasingly visible.
According to the study, 47% of Argentinians subscribe to at least one paid Video On Demand (SVOD) platform. On average, Argentinians subscribe to two paid Video On Demand (SVOD) platforms; 21 percent have one subscription, 12 percent have two, 8 percent have three, and 6 percent have four.
This phenomenon also transcends generations: 84 percent of Generation Alpha and 82 percent of Generation Z watch audiovisual content on TV/CTV, reflecting the preference for the big screen among younger generations.
While the technology used to watch television is changing, there are now more consumption options. Linear television can be accessed through a mobile platform at various times and in different aspects of our lives.
