Netflix in Latin America:
a deep dive into local content and audience preferences

Netflix has experienced tremendous growth in Latin America in recent years, with Brazil and Mexico leading the way in terms of local production and subscriber numbers. As the streaming giant continues to expand its footprint in the region, it has invested heavily in producing original local-language content to cater to local audiences.
But has this investment been paying off?

Key findings

• Local-language productions can lead to international breakout hits for Netflix, such as Squid Game, Lupin, or La Casa de Papel.
• Consumers in all seven Latin American markets are shifting to spending more time on Netflix's original programming as the number of originals in the Netflix library has grown.
• Top local titles like Triptych, Eva Lasting, Lady Voyeur, and Argentinian Community Squad performed well across all seven markets.
• Cumulatively, the seven markets accounted for 10.4 billion total hours watched in 1Q23, and a total of 171.2 million unique viewers.

Top local titles performed well across all seven markets

With Netflix determined to expand its footprint in Latin America, the streamer has commissioned fiction series and films, documentaries, and reality TV shows. To see what was really resonating with audiences in all seven markets, PlumResearch pulled the top 10 local-language series from 1Q23.

Brazil and Mexico lead the way with local production

According to Omdia, Netflix will reach 40.3 million subscribers in Latin America by the end of 2023, including 14.4 million in Brazil, 12.2 million in Mexico, and 5.5 million in Argentina. By the end of 2027, its subscriber base in the region is forecast to grow another 15% to 52.3 million.

Netflix unique viewers (UV) and total series hours watched (THW) by country

Brazilians spent the most time watching Netflix original series, with about 55% of their THW going toward these productions. Ecuadorians spent the least time, and consumers in the other five markets fell somewhere in the middle. For context, US viewers spent 51.5% of their time on Netflix’s original series during the same period.

According to PlumResearch, the consumer demand for local-language content is clear. In Mexico, 11.3% of the time consumers spent streaming all series in 1Q23 went to Latin America-produced content, both acquired and originals. The other six markets show a similar trend. Thus, as Netflix continues to ramp up local production in the region, we expect these viewership numbers to grow markedly.

ROI of Netflix's Local-Language Productions in Latin America

• Brazilians spent the most time watching Netflix original series, with about 55% of their Total Hours Watched (THW) going toward these productions. 
• In Mexico, 11.3% of the time consumers spent streaming all series in 1Q23 went to Latin America-produced content, both acquired and originals.
• Although the time spent on locally made original series initially looks low, this is because there were only about 40 Latin America–produced series and movies combined released on Netflix each year since 2019. As Netflix continues to ramp up local production in the region, we expect these viewership numbers to grow markedly.
• Overall, Netflix's local-language productions serve multiple purposes, including creating partnerships with local production companies and talent, adding a layer of localization to the streaming service, and serving as a source of homegrown content that can be recommissioned and built into franchises. With the potential for international breakout hits like Squid Game, Lupin, and La Casa de Papel, local investments in Latin America have the potential for significant ROI.