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class="post-meta-items meta-above"><span class="meta-item cat-labels"> <a href="https://insiderlatam.com/categoria/plataformas-de-video/" class="category term-color-161" rel="category">Plataformas de Video</a> </span> </div><h1 class="is-title post-title">Streaming: de la democratización del contenido a la lucha por los ingresos</h1><div class="post-meta-items meta-below"><span class="meta-item post-author"><span class="by">By</span> <a href="https://insiderlatam.com/author/periodistaii/" title="Entradas de Periodista" rel="author">Periodista</a></span><span class="meta-item date"><time class="post-date" datetime="2024-09-11T08:00:13-03:00">11/09/2024</time></span><span class="meta-item date-modified"><span class="updated-on">Updated:</span><time class="post-date" datetime="2025-02-03T16:27:21-03:00">03/02/2025</time></span></div></div> <div class="post-share post-share-b spc-social-colors post-share-b1"> <a 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service-lg" title="Share on Twitter" target="_blank" rel="nofollow noopener"> <i class="tsi tsi-tsi tsi-twitter"></i> <span class="label">Twitter</span> </a> </div> </div> <div class="single-featured"> <div class="featured"> <a href="https://insiderlatam.com/wp-content/uploads/2024/09/streaming.jpg" class="image-link media-ratio ar-bunyad-main" title="Streaming: de la democratización del contenido a la lucha por los ingresos"><img width="708" height="463" src="data:image/svg+xml;base64,PHN2ZyB2aWV3Qm94PScwIDAgNzY4IDUxMicgeG1sbnM9J2h0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnJz48L3N2Zz4=" class="attachment-bunyad-768 size-bunyad-768 lazyload wp-post-image" alt="" sizes="(max-width: 708px) 100vw, 708px" title="Streaming: de la democratización del contenido a la lucha por los ingresos" decoding="async" fetchpriority="high" data-srcset="https://insiderlatam.com/wp-content/uploads/2024/09/streaming-768x512.jpg 768w, https://insiderlatam.com/wp-content/uploads/2024/09/streaming-300x200.jpg 300w, https://insiderlatam.com/wp-content/uploads/2024/09/streaming-150x100.jpg 150w, https://insiderlatam.com/wp-content/uploads/2024/09/streaming-450x300.jpg 450w, https://insiderlatam.com/wp-content/uploads/2024/09/streaming.jpg 900w" data-src="https://insiderlatam.com/wp-content/uploads/2024/09/streaming-768x512.jpg" /></a> </div> </div> <div class="the-post s-post-modern"> <article id="post-107924" class="post-107924 post type-post status-publish format-standard has-post-thumbnail category-destacados category-plataformas-de-video"> <div class="post-content-wrap"> <div class="post-content cf entry-content content-spacious"> <h6><strong>En esta columna, publicada en <a href="https://www.cronista.com/columnistas/streaming-de-la-democratizacion-del-contenido-a-la-lucha-por-los-ingresos/">El Cronista</a>, nuestro director Matías Stetson describe cómo las plataformas de streaming enfrentan desafíos de rentabilidad debido a los altos costos de producción y la feroz competencia, obligándolas a </strong><strong>incluir publicidad en sus planes de suscripción para generar</strong><strong> nuevas fuentes de ingresos.</strong></h6> <p>El negocio del streaming está cambiando rápidamente. En 2024, por primera vez, la cantidad de suscriptores de servicios de video streaming en América Latina duplicó a la de la televisión paga, alcanzando los 110 millones de usuarios. Sin embargo, este acelerado crecimiento ha dado paso a un nuevo desafío: la rentabilidad. Con los ingresos en declive y los costos de producción disparados, las plataformas han comenzado a implementar modelos con publicidad, marcando el inicio de una nueva era en la guerra del streaming.</p> <p>El <b>streaming</b> se ha convertido en el modelo de consumo de contenido del siglo XXI, tan indispensable como cualquier servicio del hogar. Gracias a los servicios OTT (Over The Top), el contenido de audio y video se transmite directamente a los dispositivos, sin necesidad de televisión por cable o satélite.</p> <p>El cambio fue rápido y radical. Si bien la televisión tradicional dominaba la producción y distribución de contenido, el <b>streaming</b> democratizó el acceso, permitiendo a los usuarios decidir cuándo, dónde y cómo consumir su entretenimiento.</p> <h6 id="consumo-imparable">Consumo imparable</h6> <p>Plataformas como <b>Netflix</b> han transformado la industria, ofreciendo una experiencia inmediata y personalizada. Aunque nació en 1997, no fue sino hasta 2007 cuando comenzó a operar como plataforma de <b>streaming</b>. Desde entonces, y en apenas 17 años, ha logrado posicionarse como la pionera, pero ya no es la única.</p> <p>Con cierto rezago, otras plataformas replicaron el modelo de <b>Netflix</b>, consolidando el <b>streaming</b> como un fenómeno global en menos de dos décadas. <b>HBO Go</b> (precursora de <b>HBO Max</b>) fue la primera en lanzarse, tres años después de <b>Netflix</b>. Le siguió <b>Amazon Prime</b> <b>Video</b>, cuatro años después; <b>Paramount+</b>, siete años después; <b>Disney+</b>, 12 años después; y finalmente <b>HBO Max</b>, 13 años después. Todas contribuyeron al auge del contenido digital a nivel mundial, siguiendo el camino abierto por la plataforma de Reed Hastings.</p> <p>Latinoamérica no ha sido la excepción. De acuerdo con un informe 2024 de Sherlock Communications, una agencia de relaciones públicas y marketing digital con sede en São Paulo, “los latinoamericanos representan una audiencia potencial masiva, que se estima alcanzará unas 139 millones de suscripciones de <b>streaming</b> para 2027″.</p> <p>El estudio, enfocado en el consumo de streaming en América Latina (Argentina, Brasil, Chile, Colombia, México y Perú), reveló que del total de encuestados el 98% usa servicios de streaming, quienes en promedio consumen 3,2 horas de contenidos al día, principalmente series y películas (57%) y música (17%).</p> <h6 id="la-batalla-de-los-contenidos">La batalla de los contenidos</h6> <p><b>Netflix</b> cambió su enfoque hacia el contenido propio y exclusivo debido a la creciente competencia de otras plataformas. Inicialmente dependía de contenido licenciado, pero con el aumento de nuevos servicios de <b>streaming</b>, la disponibilidad de estos contenidos se volvió incierta. Para mantenerse competitivo, <b>Netflix</b> comenzó a invertir en contenido original, lo que le permitió controlar su catálogo, ofrecer propuestas únicas y atraer grandes audiencias. Sin embargo, surge la pregunta de qué ocurre cuando los costos de producción superan los ingresos generados.</p> <h6 id="menos-ingresos-mas-publicidad">Menos ingresos más publicidad</h6> <p>Según Statista, los servicios de video <b>streaming</b> lideran el mercado del entretenimiento en <b>América Latina</b>. Incluso, este año por primera vez en la historia, “la cantidad de suscriptores de servicios de video vía <b>streaming</b> duplicó el número de suscriptores de televisión paga, alcanzando una cifra de 110 millones de usuarios”.</p> <p>Sin embargo, la feroz competencia de las plataformas ha desatado una “guerra del <b>streaming</b>” que aumentó de manera considerable el catálogo de contenido de las plataformas, pero también redujo sus ingresos, que se diluyen ante los altos costos de producción de nuevos programas.</p> <p>Hoy prácticamente todas cambiaron su modelo de negocio y están más enfocadas en su rentabilidad a largo plazo que en el crecimiento en la cantidad de suscriptores, por lo que sumaron planes con publicidad dentro de sus opciones de suscripción.</p> <h6 id="el-streaming-del-futuro">El <b>streaming</b> del futuro</h6> <p>Tradicionalmente, los anuncios han sido percibidos de manera negativa por los consumidores, al interrumpir su experiencia de visualización en pantalla. Aún así, hoy la publicidad se ha integrado en el ecosistema del <b>streaming</b> y está ganando cada vez más terreno.</p> <p>En el caso de <b>Netflix</b> (al menos por ahora) todo indica que tomaron una buena decisión. Aunque durante años fueron renuentes a incluir publicidad en su programación; en noviembre de 2022 lanzaron su plan con anuncios y <a href="https://insiderlatam.com/el-plan-de-anuncios-de-netflix-ya-cuenta-con-40-millones-de-suscriptores/"><strong>en mayo de este año anunciaron que éste ya cuenta con 40 millones de suscriptores a nivel global</strong></a>, cuando hace un año sólo llegaba a 5 millones.</p> <p>En un contexto digital en el que la segmentación y la personalización de audiencias es clave, las marcas parecen haber entendido la necesidad de brindar una publicidad menos invasiva. Después de todo, en el <b>streaming</b> la cantidad de avisos es menor que en una tanda de televisión tradicional y ese es también uno de sus atractivos.</p> <p>Asimismo, las plataformas han experimentado con los llamados “anuncios de pausa” que, tal como su nombre lo indica, aparecen de forma aleatoria cuando el usuario pausa la programación (algo similar a lo que hace <b>Netflix</b> para recomendar programas relacionados al contenido que está viendo el espectador).</p> <p>De cualquier manera, muchos aseguran que el futuro del <b>streaming</b> está precisamente allí, en la publicidad. Incluso se cree que las grandes plataformas aumentarán el monto de las suscripciones de manera agresiva en los planes habituales sin publicidad, como una forma de obligar a los usuarios a cambiarse a los planes con anuncios.</p> <p>¿Funcionarán este tipo de estrategias? ¿Estará el usuario dispuesto a consumir más publicidad para cuidar su bolsillo? Lo que sí es cierto es que el futuro del <b>streaming</b> dependerá de cómo las plataformas equilibren su modelo de negocio sin alienar a sus audiencias, porque en esta guerra como en cualquier otra, cada movimiento cuenta.</p> </div> </div> </article> <div class="post-share-bot"> <span class="info">Share.</span> <span class="share-links spc-social spc-social-colors spc-social-bg"> <a href="https://www.facebook.com/sharer.php?u=https%3A%2F%2Finsiderlatam.com%2Fstreaming-de-la-democratizacion-del-contenido-a-la-lucha-por-los-ingresos%2F" class="service s-facebook tsi tsi-facebook" title="Share on Facebook" target="_blank" rel="nofollow noopener"> <span class="visuallyhidden">Facebook</span> </a> <a href="https://twitter.com/intent/tweet?url=https%3A%2F%2Finsiderlatam.com%2Fstreaming-de-la-democratizacion-del-contenido-a-la-lucha-por-los-ingresos%2F&text=Streaming%3A%20de%20la%20democratizaci%C3%B3n%20del%20contenido%20a%20la%20lucha%20por%20los%20ingresos" class="service s-twitter tsi 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<span class="sbi-screenreader">🟣🎙️ Conexión Insider, el Podcast: Gabriel</span> <svg style="color: rgba(255,255,255,1)" class="svg-inline--fa fa-play fa-w-14 sbi_playbtn" aria-label="Play" aria-hidden="true" data-fa-processed="" data-prefix="fa" data-icon="play" role="presentation" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path fill="currentColor" d="M424.4 214.7L72.4 6.6C43.8-10.3 0 6.1 0 47.9V464c0 37.5 40.7 60.1 72.4 41.3l352-208c31.4-18.5 31.5-64.1 0-82.6z"></path></svg> <img decoding="async" alt="🟣🎙️ Conexión Insider, el Podcast: Gabriel Richaud y la evolución del ecosistema digital en México 📱📺✨ En este episodio, Gabriel Richaud, director general de @iabmexico, nos revela cómo la digitalización está transformando la forma en que las marcas se conectan con sus audiencias. 🔥 🔹 Datos clave: 9 de cada 10 mexicanos acceden a internet desde su celular, y la TV conectada se consolida como el segundo dispositivo más utilizado. 🔹 Retail Media en ascenso: La inversión digital en México lidera Latinoamérica, representando el 60% del total. 🔹 Omnicanalidad y atención: La clave está en combinar puntos de contacto físicos y digitales para una experiencia sin fricción y mensajes más relevantes. 💡 "Captar la atención del usuario ya no es solo cuestión de frecuencia, sino de creatividad y contexto", explica Richaud en este episodio. 👉 No te pierdas el episodio completo, lleno de insights clave para potenciar tus estrategias.. [https://insiderlatam.com/conexion-insider-la-vision-de-gabriel-richaud-del-iab-mexico-sobre-la-transformacion-digital-de-los-medios/] #InsiderLatam #IABMéxico #RetailMedia #Omnicanalidad #CTV #PublicidadDigital #Marketing" data-src="https://insiderlatam.com/wp-content/plugins/instagram-feed/img/placeholder.png" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="><noscript><img decoding="async" src="https://insiderlatam.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="🟣🎙️ Conexión Insider, el Podcast: Gabriel Richaud y la evolución del ecosistema digital en México 📱📺✨ En este episodio, Gabriel Richaud, director general de @iabmexico, nos revela cómo la digitalización está transformando la forma en que las marcas se conectan con sus audiencias. 🔥 🔹 Datos clave: 9 de cada 10 mexicanos acceden a internet desde su celular, y la TV conectada se consolida como el segundo dispositivo más utilizado. 🔹 Retail Media en ascenso: La inversión digital en México lidera Latinoamérica, representando el 60% del total. 🔹 Omnicanalidad y atención: La clave está en combinar puntos de contacto físicos y digitales para una experiencia sin fricción y mensajes más relevantes. 💡 "Captar la atención del usuario ya no es solo cuestión de frecuencia, sino de creatividad y contexto", explica Richaud en este episodio. 👉 No te pierdas el episodio completo, lleno de insights clave para potenciar tus estrategias.. [https://insiderlatam.com/conexion-insider-la-vision-de-gabriel-richaud-del-iab-mexico-sobre-la-transformacion-digital-de-los-medios/] #InsiderLatam #IABMéxico #RetailMedia #Omnicanalidad #CTV #PublicidadDigital #Marketing"></noscript> </a> </div> </div> </div> <div id="sbi_load" > <span class="sbi_follow_btn"> <a href="https://www.instagram.com/insiderlatamoficial/" target="_blank" rel="nofollow noopener"> <svg class="svg-inline--fa fa-instagram fa-w-14" aria-hidden="true" data-fa-processed="" aria-label="Instagram" data-prefix="fab" data-icon="instagram" role="img" viewBox="0 0 448 512"> <path fill="currentColor" d="M224.1 141c-63.6 0-114.9 51.3-114.9 114.9s51.3 114.9 114.9 114.9S339 319.5 339 255.9 287.7 141 224.1 141zm0 189.6c-41.1 0-74.7-33.5-74.7-74.7s33.5-74.7 74.7-74.7 74.7 33.5 74.7 74.7-33.6 74.7-74.7 74.7zm146.4-194.3c0 14.9-12 26.8-26.8 26.8-14.9 0-26.8-12-26.8-26.8s12-26.8 26.8-26.8 26.8 12 26.8 26.8zm76.1 27.2c-1.7-35.9-9.9-67.7-36.2-93.9-26.2-26.2-58-34.4-93.9-36.2-37-2.1-147.9-2.1-184.9 0-35.8 1.7-67.6 9.9-93.9 36.1s-34.4 58-36.2 93.9c-2.1 37-2.1 147.9 0 184.9 1.7 35.9 9.9 67.7 36.2 93.9s58 34.4 93.9 36.2c37 2.1 147.9 2.1 184.9 0 35.9-1.7 67.7-9.9 93.9-36.2 26.2-26.2 34.4-58 36.2-93.9 2.1-37 2.1-147.8 0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z"></path> </svg> <span>Follow on Instagram</span> </a> </span> </div> <span class="sbi_resized_image_data" data-feed-id="*1" data-resized="{"17871505983289772":{"id":"478426209_2017374852009005_6342419850286703621_n","ratio":"0.56","sizes":{"full":640,"low":320,"thumb":150}}}"> </span> </div> </div> </div><div class="widget col-4 widget_text"> <div class="textwidget"><div id="fb-root"></div> <script async defer crossorigin="anonymous" src="https://connect.facebook.net/es_LA/sdk.js#xfbml=1&version=v4.0"></script> <div class="fb-page" data-href="https://www.facebook.com/insiderlatam/" data-tabs="timeline" data-width="" data-height="" data-small-header="false" data-adapt-container-width="true" data-hide-cover="false" data-show-facepile="true"><blockquote cite="https://www.facebook.com/insiderlatam/" class="fb-xfbml-parse-ignore"><a href="https://www.facebook.com/insiderlatam/">INSIDER LATAM</a></blockquote></div></div> </div> </ul> </div> <div class="lower-foot"> <div class="wrap"> <div class="widgets"> <div class="textwidget">Copyright © 2018</div> </div> </div> </div> <div class="lower-foot"> <div class="wrap"> </div> </div> </footer> </div>   <script type="text/javascript"> var sbiajaxurl = "https://insiderlatam.com/wp-admin/admin-ajax.php"; 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