In Mexico’s vibrant entertainment landscape, streaming platforms and social media are becoming increasingly interconnected. As the market continues to grow, understanding the role of social media is key for streaming companies looking to establish a strong relationship with Mexican audiences.
The Power of Short-Form Content
Short-form video content has become a key driver of streaming engagement in Mexico. Platforms like TikTok, YouTube Shorts, and Instagram Reels are leading the charge, with creators such as Javier Ibarreche, a popular Mexican TikTok personality and film critic. With over 11.5 million followers on TikTok, Ibarreche has gained fame for his insightful and entertaining reviews of movies, TV shows, and trailers. His rise to fame during the pandemic highlights the potential of these platforms for driving streaming interest and building a dedicated audience.
TikTok has surpassed Instagram as the second most popular platform in Mexico, with over 60 million users. As this number continues to grow, the platform’s long daily usage time and high concentration of influencers make it a crucial platform for streaming brands. TikTok boasts the highest number of influencers that have over 10 million followers, making it a powerful tool for partnerships.
While short-form video reigns supreme, a multi-platform approach remains essential. YouTube long-form content and podcasts provide more in-depth engagement, while Instagram, Facebook, and X serve important roles in trailer distribution and community building. Tailoring content for each platform’s unique strengths and preferences is crucial. No matter the platform, Mexican viewers will look for content that reflects their diverse tastes.
Partnering with Local Influencers
Collaborating with local influencers is a game changer for streaming platforms seeking to increase engagement in Mexico. 97% of Mexicans follow an influencer or content creator on social media, creating a huge opportunity for streaming platforms to tap into highly engaged audiences. Beyond reach, influencers like Javier Ibarreche lend authenticity and credibility to their partners. Over half of online consumers in Mexico have made a purchase based on an influencer’s recommendation. This further emphasizes the power of influencer partnerships in shaping consumer behavior.
Prime Video demonstrated the power of leveraging local celebrities and social media for streaming success. De Viaje con los Derbez, a reality show following the famous Derbez family on their travels, resonated deeply with Mexican viewers. The series’ social media campaign became a strategic masterpiece, generating over 1.6 billion views and growing the platform’s social footprint by more than 1.5 million new followers. By centering the family and creating relatable, engaging posts, Prime Video successfully converted social media interest into viewership and subscriptions.
Engaging with Mexican fan communities is important too. This is especially the case for popular genres like anime, K-dramas, and Turkish melodramas. Social media helps drive content discovery, making it easier for streaming platforms to highlight “hidden gems” in their catalogs.
FINAL THOUGHT
Mexico has over 90.2 million active social media users, representing 70% of the population. This growing reach provides a significant opportunity for streaming platforms to engage with a large, diverse audience.
As Mexico’s streaming market continues to evolve, social media will play an increasingly central role in audience engagement, content discovery, and brand loyalty. Streaming platforms that successfully leverage these channels will be well-positioned to capture the attention and subscriptions of Mexican viewers.
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