Digital video usage has been increasing for years across Latin American countries, but 2020 offered new opportunities and challenges for video content producers, especially educators and online course providers. Distance learning, in particular, has become increasingly popular in Latin American countries such as Brazil. According to Trade.gov, there are over 9.3 Brazilian students enrolled in distance learning courses.
Brazil also has a predominantly young population where social media and video consumption remain very popular. With several popular platforms for online learning, there’s never been a greater time for online educators to start online learning courses.
Digital learning can encompass all manners of online learning—whether it’s a food or cooking class, educational tutoring, skills-based courses for leisure activities like photography, or even virtual classrooms with students and teachers.
As one of the leading tools for online learning across Latin America, JW Player provides the necessary technology for both new and experienced educators to succeed with digital video. Below are five things to know about the online learning industry in Latin America.
5 Things To Know About Online Learning in Latin America
1. 87.8% of adult internet users in Latin America watch subscription video content
Subscription video content (SVOD) still remains the most popular way for online educators to monetize their educational content. According to a May 2021 eMarketer report, 87.8% of adult internet users in Latin America said they watched subscription-based video content. Online educators and course creators are set to optimize on this growth, though freely available ad-supported video platforms are also used by more than seven in 10 Latin American adults.
2. Ad-supported video usage varies by country
While nearly 9 out of 10 adults in Latin America subscribe to video platforms (including OTT video apps), many more still prefer to use ad-supported video platforms. Nearly 60% of Colombian and Mexican respondents to an eMarketer report expressed a preference for in-stream ads over pre-roll and mid-roll ads, while the majority of those in Argentina and Brazil favor pre-roll & post-roll.
In fact, digital ad spending has been steadily increasing across Latin America and is expected to grow 15% in 2021 to nearly $9.96 billion. With the rise in digital video consumption in Brazil and Mexico specifically, digital platforms in particular can expect to capture 43.2% of all media spending. As ad-spending increases in these lucrative markets, video course producers and platforms can find new opportunities for growth and profit.
3. Education is a top priority for Brazilian consumers
In a survey of 2,000+ Brazilian internet users aged 16+, 59% of respondents put education topics as their top social concern. It’s the top social cause in Brazil ahead of hunger, health, human rights and other social causes. With the rise in education and the rise in education as a societal concern, online course providers have a unique opportunity to capitalize on the demand and interest.
4. Online video continues to grow with more accessibility & availability
As streaming services have gained traction in Latin America, the online video industry has grown rapidly. With the availability of affordable smartphones, cheap mobile data, and the expansion of 5G mobile networks, online video usage is still increasing today. The young population of Latin American countries (especially Mexico and Brazil) has been at the forefront of new digital technologies such as streaming and online video players.
Over 66.3 million people in Mexico use digital video platforms which is 81.7% of internet users in the country and 51.4% of the Mexican population. Over the next 3 years, that number is expected to grow 2% annually to over 70 million digital video users in Mexico by 2024. In Brazil in 2021, there are expected to be 114.7 million digital video viewers alone, nearly 76.9% of Brazlian internet users and 53.8% the local population. By 2024, that number is expected to increase to 120.5 million digital video users in Brazil.
5. Live streaming offers the opportunity for more personalization
Like online video usage across other industries, live streaming makes it easier for content providers to provide opportunities for engagement and personalization. Across the world, online learning providers are finding video to be one of the most lucrative and inspiring ways to reach new students.
One of the many benefits for online educators is the opportunity to make educational content more mobile, flexible, and accessible. With live classes, content providers can offer more engaging and meaningful connections with their students, making it easier to learn challenging subjects. Digital learning platforms through streaming make it easy for educators to analyze their performance in real-time and customize learning paths based on live feedback.
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Learn more about the growth of online learning
Interested in learning more about how online educators are using digital video? Watch the recent JW Player webinar with two online course providers, Meritnation and Classplus, in which they discuss the challenges and opportunities of online learning via video and live streaming. Watch the webinar: Using Digital Video for Online Learning in India
Read more about online learning from these additional JW Player resources:
- Video Streaming for Online Learning
- How Subscription Online Video Courses Can Help Grow Your Business in 2021
- 5 Things To Know About Online Learning for Video Companies
- Case Study: How Classplus Reached Millions of Online Students During the Pandemic
- Case Study: How KelbyOne Seamlessly Integrates Video into their Online Photography Courses