00 Opening
Social Media and Influencer Marketing in Latin America 2026: A TNS Study
Before a brand hires creators in Latin America, it needs three things: a picture of where people spend their time online, a sense of which platforms' audiences are moving, and the rules on how paid posts must be labelled. This study sets out all three for the eight markets TNS works in: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Panama and Peru.
Light the map by platform
Map: TNS.
Each platform reports its own period (Instagram: October 2024 to October 2025; TikTok: end of 2024 to late 2025).
These are context only: never add them across platforms or use them to rank platforms.
The source flags X's figures as fluctuating and marks every decrease with an asterisk: a fall in ad reach may not mean fewer people.
Source, for all eight markets: DataReportal, Digital 2026 country reports, late 2025. The source publishes female and male shares only; it does not report other genders. These are shares of each platform's adult (18+) ad audience in each market. They say nothing about who creates content or who buys. In Argentina, Brazil, Chile, Colombia and Ecuador, Instagram's female and male shares do not add up to exactly 100 in the source; the gap is the part the source does not assign, and we show the figures as published.
See the numbers
| Market | Platform | One year change | Period |
|---|---|---|---|
Market Argentina | Platform Instagram | One year change +9.9% | Period October 2024 to October 2025 |
Market Brazil | Platform Instagram | One year change +8.0% | Period October 2024 to October 2025 |
Market Chile | Platform Instagram | One year change +8.9% | Period October 2024 to October 2025 |
Market Colombia | Platform Instagram | One year change +7.7% | Period October 2024 to October 2025 |
Market Ecuador | Platform Instagram | One year change +6.9% | Period October 2024 to October 2025 |
Market Mexico | Platform Instagram | One year change +13.7% | Period October 2024 to October 2025 |
Market Panama | Platform Instagram | One year change +8.0% | Period October 2024 to October 2025 |
Market Peru | Platform Instagram | One year change +10.8% | Period October 2024 to October 2025 |
Market Argentina | Platform TikTok | One year change +25.3% | Period end of 2024 to late 2025 |
Market Brazil | Platform TikTok | One year change +17.6% | Period end of 2024 to late 2025 |
Market Chile | Platform TikTok | One year change +16.4% | Period end of 2024 to late 2025 |
Market Colombia | Platform TikTok | One year change +24.9% | Period end of 2024 to late 2025 |
Market Ecuador | Platform TikTok | One year change +18.6% | Period end of 2024 to late 2025 |
Market Mexico | Platform TikTok | One year change +22.0% | Period end of 2024 to late 2025 |
Market Panama | Platform TikTok | One year change +17.6% | Period end of 2024 to late 2025 |
Market Peru | Platform TikTok | One year change +22.5% | Period end of 2024 to late 2025 |
Market Argentina | Platform Facebook | One year change +2.3% | Period October 2024 to October 2025 |
Market Brazil | Platform Facebook | One year change -1.3%* | Period October 2024 to October 2025 |
Market Chile | Platform Facebook | One year change +3.6% | Period October 2024 to October 2025 |
Market Colombia | Platform Facebook | One year change +0.7% | Period October 2024 to October 2025 |
Market Ecuador | Platform Facebook | One year change +0.8% | Period October 2024 to October 2025 |
Market Mexico | Platform Facebook | One year change +3.2% | Period October 2024 to October 2025 |
Market Panama | Platform Facebook | One year change +2.6% | Period October 2024 to October 2025 |
Market Peru | Platform Facebook | One year change +3.6% | Period October 2024 to October 2025 |
Market Argentina | Platform YouTube | One year change +2.2% | Period end of 2024 to late 2025 |
Market Brazil | Platform YouTube | One year change +4.2% | Period end of 2024 to late 2025 |
Market Chile | Platform YouTube | One year change +0.7% | Period end of 2024 to late 2025 |
Market Colombia | Platform YouTube | One year change +1.3% | Period end of 2024 to late 2025 |
Market Ecuador | Platform YouTube | One year change +0.9% | Period end of 2024 to late 2025 |
Market Mexico | Platform YouTube | One year change +1.7% | Period end of 2024 to late 2025 |
Market Panama | Platform YouTube | One year change +14.7% | Period end of 2024 to late 2025 |
Market Peru | Platform YouTube | One year change +13.6% | Period end of 2024 to late 2025 |
Market Argentina | Platform X | One year change -12.0%* | Period end of 2024 to late 2025 |
Market Brazil | Platform X | One year change -19.1%* | Period end of 2024 to late 2025 |
Market Chile | Platform X | One year change -6.5%* | Period end of 2024 to late 2025 |
Market Colombia | Platform X | One year change -4.7%* | Period end of 2024 to late 2025 |
Market Ecuador | Platform X | One year change -12.1%* | Period end of 2024 to late 2025 |
Market Mexico | Platform X | One year change -5.8%* | Period end of 2024 to late 2025 |
Market Panama | Platform X | One year change -9.6%* | Period end of 2024 to late 2025 |
Market Peru | Platform X | One year change -8.9%* | Period end of 2024 to late 2025 |
By Christopher Suttenfield, Co-founder and Business Development Director, The New Standard (TNS), São Paulo. Audience data retrieved on 15 October 2026; rules checked on 15 and 16 October 2026.
00 Opening
What changed in social media in Latin America in 2026, and what does it mean for brands?
In September 2026 Brazil, the largest market, issued a government order on disclosing paid relationships, which applies from late October 2026, and banned all advertising for fixed odds betting, paid creator posts included, by a provisional measure Congress has not yet voted on (official texts, chapter 10).
The audiences were already shifting: in DataReportal's Digital 2026 reports, X's ad reach shrank in all eight markets in a year while TikTok's grew in all eight, faster than Instagram's in every one (one year periods ending in October 2025 or late 2025, with different age bases; ad reach estimates, not users, and a change can reflect platform revisions; the source flags X's figures as fluctuating).
Before a brand hires creators in Latin America, it needs three things: a picture of where people spend their time online, a sense of which platforms' audiences are moving, and the rules on how paid posts must be labelled. This study sets out all three for the eight markets TNS works in: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Panama and Peru.
It is a journey in eleven chapters: the scale of social media, where people talk, which platforms grew, the two giants and their race, video, news, creators, shopping and the rules, and what it all means for brands.
What this study measures, and what it does not
What it measures. The advertising audiences of Instagram, TikTok and nine other platforms in each market, and how they changed in a year; what national surveys and polls say people use for messaging, video, news and shopping; and how each market expects paid creator posts to be labelled.
What it does not measure. It does not count creators. TNS publishes no creator totals of its own. Where other organisations have counted creators, chapter 08 reports their figures with credit, and those figures are theirs, not ours.
What the audience figures are. Ad audiences are advertising reach estimates from the platforms' own ad tools, as published by DataReportal. They are not monthly active users or unique people, and a change in ad reach can reflect platform revisions, not people joining or leaving. Instagram's figures count people aged 13 and over; TikTok's count adults 18 and over.
What the surveys are. National statistics offices, regulators, survey firms and an international news survey tell us what people say they do online. Each survey has its own age base, period and question. They cannot be compared with each other or with ad reach, and markets must not be ranked against each other on them.
What the rules chapter is. A summary of public rules as we read them on 15 and 16 October 2026. It is not legal advice.
The study in eight findings
Each finding below stands on its own, with its source and the caveat that goes with it.
Each finding is set out in full in its chapter and in the full study PDF.
Instagram and TikTok each offer advertisers a very large audience; Brazil dominates Instagram's.
Read the full finding
1. Instagram and TikTok each offer advertisers a very large audience across the eight markets, and Brazil dominates Instagram's. Source: TNS calculation from DataReportal, Digital 2026 country reports; ad audiences are reach estimates, not users, and the two platforms count from different ages (Instagram 13+, TikTok 18+) (chapter 04).
Instagram, TikTok, YouTube and LinkedIn ad reach grew in all eight markets; X's shrank.
Read the full finding
2. Instagram, TikTok, YouTube and LinkedIn grew their ad reach in all eight markets in a year, and X's shrank in all eight. Source: DataReportal, Digital 2026 country reports, one year periods ending in October 2025, late 2025 or at the end of 2025; the source flags X's figures as fluctuating, and a fall in ad reach may not mean fewer people (chapter 03).
TikTok's ad reach grew faster than Instagram's in all eight markets.
Read the full finding
3. TikTok's ad reach grew faster than Instagram's in all eight markets, adding about 61.3 million in a year against about 24.6 million for Instagram (TNS sums; different periods and age bases). Source: DataReportal, Digital 2026 country reports; Instagram October 2024 to October 2025 (ages 13+), TikTok end of 2024 to late 2025 (adults 18+); ad reach is not a count of users (chapter 05).
In Brazil, Instagram is the network named by the largest share for news.
Read the full finding
4. In Brazil, Instagram is the network named by the largest share of the Reuters Institute's 2026 online sample as one they use for news: 49%, up 12 points on a year earlier. Source: Reuters Institute Digital News Report 2026, Brazil page (16 June 2026); shares of an online sample surveyed by YouGov, not of all Brazilians, and not comparable with ad reach (chapter 07).
Brazil tightened its rules in September 2026, on disclosing paid relationships and betting advertising.
Read the full finding
5. Brazil tightened its rules in September 2026: a government order on disclosing paid relationships, which applies only from late October 2026, and a ban on all advertising for fixed odds betting, paid creator posts included, which is in force but provisional and challenged in court. Source: the official texts; status checked 16 October 2026; rechecked before publication; not legal advice (chapter 10).
Six of the eight markets have a rule or guide written for influencer advertising.
Read the full finding
6. Six of the eight markets have a rule or guide written for influencer advertising; Panama has only a bill, and for Ecuador we found none. Source: TNS reading of the official and issuer texts, checked on 15 and 16 October 2026; not a ranking and not legal advice (chapter 10).
The guides in Brazil, Mexico and Peru steer creators away from "#ad".
Read the full finding
7. The influencer guides in Brazil, Mexico and Peru steer creators to clear local language labels and away from "#ad". Source: the guides' own texts, read on 15 October 2026 (chapter 10).
Chile's tax office identified more than 31,000 taxpayers who met its classification of influencer.
Read the full finding
8. Chile's tax office identified more than 31,000 taxpayers who met its classification of influencer or content creator in the 2025 income tax season (an administrative count, not a census). Source: SII, Chile's tax office, 13 October 2025; not a count of all creators in Chile, nor of people who filed or paid tax (chapter 08).
The chapters that follow give the evidence, starting with scale.
01 The scale
How many people use social media in Latin America?
In Brazil, DataReportal counts 150 million social media user identities, equal to 70.4% of the population; in Mexico, 99.0 million, or 74.9% (Digital 2026 country reports, Kepios analysis; counts for October 2025, shares at the end of 2025).
User identities may not represent unique individuals.
Explore the figures
User identities may not represent unique individuals.
See the numbers
| Market | Measure | Published value |
|---|---|---|
Market Argentina | Measure Social media user identities | Published value 32.9 million |
Market Argentina | Measure Social media user identities, share of the population | Published value 71.7% |
Market Brazil | Measure Social media user identities | Published value 150 million |
Market Brazil | Measure Social media user identities, share of the population | Published value 70.4% |
Market Chile | Measure Social media user identities | Published value 16.2 million |
Market Chile | Measure Social media user identities, share of the population | Published value 81.7% |
Market Colombia | Measure Social media user identities | Published value 37.7 million |
Market Colombia | Measure Social media user identities, share of the population | Published value 70.4% |
Market Ecuador | Measure Social media user identities | Published value 15.4 million* |
Market Ecuador | Measure Social media user identities, share of the population | Published value 84.0% |
Market Mexico | Measure Social media user identities | Published value 99.0 million |
Market Mexico | Measure Social media user identities, share of the population | Published value 74.9% |
Market Panama | Measure Social media user identities | Published value 3.18 million |
Market Panama | Measure Social media user identities, share of the population | Published value 69.3% |
Market Peru | Measure Social media user identities | Published value 28.3 million |
Market Peru | Measure Social media user identities, share of the population | Published value 81.6% |
Source: DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), retrieved 15 October 2026. Totals, shares and the count of markets: TNS calculation from the same reports. Ad audiences are advertising reach estimates, not monthly active users or unique people. Full references and links in Methodology.
| Market | Social media user identities (October 2025) | Share of total population (end of 2025) | One year change (late 2024 to end of 2025) |
|---|---|---|---|
Market Argentina | Social media user identities (October 2025) 32.9 million | Share of total population (end of 2025) 71.7% | One year change (late 2024 to end of 2025) +700 thousand (+2.2%) |
Market Brazil | Social media user identities (October 2025) 150 million | Share of total population (end of 2025) 70.4% | One year change (late 2024 to end of 2025) +6.0 million (+4.2%) |
Market Chile | Social media user identities (October 2025) 16.2 million | Share of total population (end of 2025) 81.7% | One year change (late 2024 to end of 2025) +1.4 million (+9.7%) |
Market Colombia | Social media user identities (October 2025) 37.7 million | Share of total population (end of 2025) 70.4% | One year change (late 2024 to end of 2025) +1.6 million (+4.4%) |
Market Ecuador | Social media user identities (October 2025) 15.4 million* | Share of total population (end of 2025) 84.0% | One year change (late 2024 to end of 2025) +2.4 million (+18.6%) |
Market Mexico | Social media user identities (October 2025) 99.0 million | Share of total population (end of 2025) 74.9% | One year change (late 2024 to end of 2025) +8.4 million (+9.3%) |
Market Panama | Social media user identities (October 2025) 3.18 million | Share of total population (end of 2025) 69.3% | One year change (late 2024 to end of 2025) +475 thousand (+17.6%) |
Market Peru | Social media user identities (October 2025) 28.3 million | Share of total population (end of 2025) 81.6% | One year change (late 2024 to end of 2025) +4.4 million (+18.5%) |
Source: DataReportal, Digital 2026 country reports (Kepios analysis), retrieved 15 October 2026. User identities may not represent unique individuals. * The source marks Ecuador's count with an asterisk, which we keep wherever the figure is shown.
People, age and income
The eight markets differ hugely in size, age and income, and that shapes what an audience figure means. According to DataReportal's Digital 2026 country reports (United Nations population data), Brazil has 213 million people and Panama 4.58 million. Median age runs from 29.3 in Ecuador and 29.6 in Mexico to 36.9 in Chile. GDP per person in 2025 was highest in Panama, at about US$19,790, and lowest in Ecuador, at about US$7,125.
| Market | Population (October 2025) | Median age (end of 2025) | GDP per capita, 2025 (current US$) | Instagram ad reach, share of total population (end of 2025) |
|---|---|---|---|---|
Market Argentina | Population (October 2025) 45.9 million | Median age (end of 2025) 32.9 | GDP per capita, 2025 (current US$) 14,898 | Instagram ad reach, share of total population (end of 2025) 67.7% |
Market Brazil | Population (October 2025) 213 million | Median age (end of 2025) 34.8 | GDP per capita, 2025 (current US$) 10,713 | Instagram ad reach, share of total population (end of 2025) 69.0% |
Market Chile | Population (October 2025) 19.9 million | Median age (end of 2025) 36.9 | GDP per capita, 2025 (current US$) 17,995 | Instagram ad reach, share of total population (end of 2025) 67.9% |
Market Colombia | Population (October 2025) 53.6 million | Median age (end of 2025) 32.5 | GDP per capita, 2025 (current US$) 8,562 | Instagram ad reach, share of total population (end of 2025) 40.2% |
Market Ecuador | Population (October 2025) 18.3 million | Median age (end of 2025) 29.3 | GDP per capita, 2025 (current US$) 7,125 | Instagram ad reach, share of total population (end of 2025) 38.2% |
Market Mexico | Population (October 2025) 132 million | Median age (end of 2025) 29.6 | GDP per capita, 2025 (current US$) 13,889 | Instagram ad reach, share of total population (end of 2025) 40.5% |
Market Panama | Population (October 2025) 4.58 million | Median age (end of 2025) 30.3 | GDP per capita, 2025 (current US$) 19,790 | Instagram ad reach, share of total population (end of 2025) 58.9% |
Market Peru | Population (October 2025) 34.7 million | Median age (end of 2025) 30.2 | GDP per capita, 2025 (current US$) 9,684 | Instagram ad reach, share of total population (end of 2025) 32.6% |
Sources: population (United Nations data), median age and Instagram ad reach from DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), retrieved 15 October 2026. GDP per capita: World Bank, NY.GDP.PCAP.CD, 2025, current US dollars, retrieved 15 October 2026, rounded to the nearest dollar by TNS. Instagram's reach of the total population counts ages 13+ against the whole population; it is not comparable with the adult reach figures in chapter 04. We describe these figures side by side; with only eight markets, we draw no statistical link between income, age and audience size.
What official surveys say about internet use
For all eight markets, this study gives an official figure on internet use, each with its own age base, period and publisher. In Panama the figure counts homes, not people.
The ages, periods, questions and units differ, so these figures cannot be compared or ranked.
Argentina
aged 4+
89.7%
Argentina: 89.7% of people aged 4+ in 31 urban areas used the internet in the fourth quarter of 2024 (INDEC, EPH).
Brazil
aged 10+
90.5%
Brazil: 90.5% of people aged 10+ used the internet in the last three months, in 2025 (IBGE, PNAD Contínua).
Chile
aged 16+
89.2%
Chile: 89.2% of people aged 16+ said they last used the internet on the day they were surveyed, in 2025 (Subtel).
Colombia
aged 5+
79.3%
Colombia: 79.3% of people aged 5+ used the internet in 2024 (DANE, ENTIC Hogares 2024).
Ecuador
aged 5+
80.1%
Ecuador: 80.1% of people aged 5+ had used the internet in the last 12 months, in July 2025 (INEC, ENEMDU).
Mexico
aged 6+
86.1%
Mexico: 86.1% of people aged 6+ used the internet in 2025 (INEGI, ENDUTIH 2025).
Panama
homes, not people
68.8%
Panama: 68.8% of homes (occupied private dwellings) had fixed or mobile internet access in the 2023 census (INEC, Censos 2023; TNS calculation).
Peru
aged 6+
84.2%
Peru: 84.2% of people aged 6+ used the internet in April to June 2026, preliminary figures (INEI).
See the numbers
Argentina Argentina | Argentina 89.7% |
|---|---|
Brazil Brazil | Brazil 90.5% |
Chile Chile | Chile 89.2% |
Colombia Colombia | Colombia 79.3% |
Ecuador Ecuador | Ecuador 80.1% |
Mexico Mexico | Mexico 86.1% |
Panama Panama | Panama 68.8% |
Peru Peru | Peru 84.2% |
- Argentina: 89.7% of people aged 4+ in 31 urban areas used the internet in the fourth quarter of 2024 (INDEC, EPH).
- Brazil: 90.5% of people aged 10+ used the internet in the last three months, in 2025 (IBGE, PNAD Contínua).
- Chile: 89.2% of people aged 16+ said they last used the internet on the day they were surveyed, in 2025 (Subtel).
- Colombia: 79.3% of people aged 5+ used the internet in 2024 (DANE, ENTIC Hogares 2024).
- Ecuador: 80.1% of people aged 5+ had used the internet in the last 12 months, in July 2025 (INEC, ENEMDU).
- Mexico: 86.1% of people aged 6+ used the internet in 2025 (INEGI, ENDUTIH 2025).
- Panama: 68.8% of homes (occupied private dwellings) had fixed or mobile internet access in the 2023 census (INEC, Censos 2023; TNS calculation).
- Peru: 84.2% of people aged 6+ used the internet in April to June 2026, preliminary figures (INEI).
The ages, periods, questions and units differ, so these figures cannot be compared or ranked.
Each source's full figures, with its sample and date, and a Chilean survey of what people say they can do on social networks, are in the full study PDF. Read the full study
These counts measure accounts, reach and internet use, not conversation.
02 Where people talk
Where do people in Latin America talk to each other online?
On WhatsApp: 54% of Brazilian internet users aged 16+ say they use it "practically all the time" (Cetic.br, fieldwork August to September 2025), and WhatsApp leads the usage surveys we found for Brazil and Mexico and the messaging app answers for Colombia.
Each figure below comes from its own survey, with its own age base, period and question. They cannot be compared with each other or with DataReportal's ad reach, and markets must not be ranked against each other on them.
Explore the figures
Brazil: three answers, never one total.
54% of Brazilian internet users aged 16+ say they use WhatsApp "practically all the time", 31% several times a day and 6% at least once a day. The three are separate answers and must not be added into one total.
Source: Cetic.br, Painel TIC Integridade da Informação, released 10 April 2026, fieldwork August to September 2025, 5,250 users. A usage survey, a different measure from ad reach.
Mexico: an active account.
91% of respondents to AIMX's 2026 internet habits study said they have an active WhatsApp account, against 85% for Facebook, 62% YouTube, 58% TikTok and 58% Instagram.
Source: AIMX, 21° Estudio Hábitos de los Usuarios de Internet 2026, public version, an online panel of 1,200 people aged 18+ in urban Mexico, not a representative sample of all Mexicans; it prints no fieldwork dates, margin of error or publication date (released by 18 May 2026, per DPL News) and measures having an active account, not daily use.
Colombia: the messaging app.
99% of Colombians aged 15+ who use a messaging app on their own smartphone use WhatsApp; 36% use Facebook Messenger, 19% Instagram chat, 8% Telegram and 2% TikTok. 88% of people aged 15+ with a personal smartphone use a messaging app at all.
Source: CRC, the communications regulator, November 2025, 3,043 in person household interviews in 58 municipalities, fieldwork 9 August to 20 September 2025, maximum margin of error 2% at 95% confidence. More than one answer allowed; a share of smartphone messaging app users, not of all Colombians.
Argentina, Brazil and Mexico: older data, the same lead.
90% of adults in Brazil say they ever use WhatsApp, 88% in Argentina and 83% in Mexico; for Telegram the shares are 28% in Brazil, 27% in Mexico and 13% in Argentina.
Source: Pew Research Center, published 22 March 2024, face to face survey of 10,235 adults in eight countries, fieldwork in 2023. Older data and a different measure from the Cetic.br survey.
Panama: where people get information.
74.8% of the people asked in CIEPS's 2025 citizenship and rights survey said they get information through WhatsApp.
Source: CIEPS (Centro Internacional de Estudios Políticos y Sociales), article of 13 March 2026: a research centre's survey, not a national statistics office. The article gives no sample size, fieldwork dates, age base or margin of error, and CIEPS says it did not ask what kind of information people get through WhatsApp. Not comparable with ad reach.
Six markets: the networks people use at all.
Asked which networks they use for any purpose, the share of each market's online sample naming WhatsApp was 83% in Argentina, 82% in Brazil, 83% in Chile, 82% in Colombia, 83% in Mexico and 87% in Peru.
Source: Reuters Institute Digital News Report 2026, country pages of 16 June 2026 ("for all"; Peru: "for any purpose"). Shares of each market's online sample surveyed by YouGov, not of all people, and not user counts or reach; listed in alphabetical order, not ranked. The full method note is in chapter 07.
Method note
A YouGov online survey with quotas for age, gender and region (no education quota in Peru). Shares of each market's online sample, not of all people, and not user counts or reach. Online samples tend to under-represent the news habits of older and less affluent people. Main fieldwork mid January to end of February 2026; the network questions were asked again in all markets in the second half of March 2026, after a display problem. Age base and question wording not found. "For news" and "For all" (Peru: "For any purpose") are different measures. Not comparable with ad reach or the Cetic.br survey; markets must not be ranked against each other.
Brazil, every app in the survey.
Choose a view
practically all the time
several times a day
at least once a day
The three parts are separate answers and must not be added into one total; this is a usage survey, a different measure from ad reach.
Source: Cetic.br, Painel TIC Integridade da Informação, released 10 April 2026, fieldwork August to September 2025, 5,250 users. A usage survey, a different measure from ad reach.
See the numbers
| Context | Measure | Published value |
|---|---|---|
Context Brazil | Measure Published value | Published value 54% |
Context Brazil | Measure Published value | Published value 16+ |
Context Brazil | Measure Published value | Published value 31% |
Context Brazil | Measure Published value | Published value 6% |
Context Mexico | Measure Published value | Published value 91% |
Context Mexico | Measure Published value | Published value 2026 |
Context Mexico | Measure Published value | Published value 85% |
Context Mexico | Measure Published value | Published value 62% |
Context Mexico | Measure Published value | Published value 58% |
Context Mexico | Measure Published value | Published value 58% |
Context Colombia | Measure Published value | Published value 99% |
Context Colombia | Measure Published value | Published value 15+ |
Context Colombia | Measure Published value | Published value 36% |
Context Colombia | Measure Published value | Published value 19% |
Context Colombia | Measure Published value | Published value 8% |
Context Colombia | Measure Published value | Published value 2% |
Context Colombia | Measure Published value | Published value 88% |
Context Colombia | Measure Published value | Published value 15+ |
Context Argentina, Brazil and Mexico | Measure Published value | Published value 90% |
Context Argentina, Brazil and Mexico | Measure Published value | Published value 88% |
Context Argentina, Brazil and Mexico | Measure Published value | Published value 83% |
Context Argentina, Brazil and Mexico | Measure Published value | Published value 28% |
Context Argentina, Brazil and Mexico | Measure Published value | Published value 27% |
Context Argentina, Brazil and Mexico | Measure Published value | Published value 13% |
Context Panama | Measure Published value | Published value 74.8% |
Context Panama | Measure Published value | Published value 2025 |
Context Selected markets | Measure Published value | Published value 83% |
Context Selected markets | Measure Published value | Published value 82% |
Context Selected markets | Measure Published value | Published value 83% |
Context Selected markets | Measure Published value | Published value 82% |
Context Selected markets | Measure Published value | Published value 83% |
Context Selected markets | Measure Published value | Published value 87% |
Context WhatsApp | Measure practically all the time | Published value 54% |
Context WhatsApp | Measure several times a day | Published value 31% |
Context WhatsApp | Measure at least once a day | Published value 6% |
Context WhatsApp | Measure practically all the time | Published value 54% |
Context YouTube | Measure practically all the time | Published value 28% |
Context Facebook | Measure practically all the time | Published value 20% |
Context Kwai | Measure practically all the time | Published value 10% |
Context Telegram | Measure practically all the time | Published value 9% |
Context Pinterest | Measure practically all the time | Published value 7% |
Context LinkedIn | Measure practically all the time | Published value 5% |
Context X | Measure practically all the time | Published value 5% |
Context Discord | Measure practically all the time | Published value 4% |
Context Twitch | Measure practically all the time | Published value 4% |
Context Instagram | Measure practically all the time | Published value 31% |
Context TikTok | Measure practically all the time | Published value 18% |
Context WhatsApp | Measure several times a day | Published value 31% |
Context YouTube | Measure several times a day | Published value 26% |
Context Facebook | Measure several times a day | Published value 20% |
Context Kwai | Measure several times a day | Published value 9% |
Context Telegram | Measure several times a day | Published value 8% |
Context Pinterest | Measure several times a day | Published value 8% |
Context LinkedIn | Measure several times a day | Published value 6% |
Context X | Measure several times a day | Published value 6% |
Context Discord | Measure several times a day | Published value 4% |
Context Twitch | Measure several times a day | Published value 3% |
Context Instagram | Measure several times a day | Published value 28% |
Context TikTok | Measure several times a day | Published value 20% |
Context WhatsApp | Measure at least once a day | Published value 6% |
Context YouTube | Measure at least once a day | Published value 19% |
Context Facebook | Measure at least once a day | Published value 17% |
Context Kwai | Measure at least once a day | Published value 7% |
Context Telegram | Measure at least once a day | Published value 8% |
Context Pinterest | Measure at least once a day | Published value 9% |
Context LinkedIn | Measure at least once a day | Published value 7% |
Context X | Measure at least once a day | Published value 5% |
Context Discord | Measure at least once a day | Published value 4% |
Context Twitch | Measure at least once a day | Published value 4% |
Context Instagram | Measure at least once a day | Published value 14% |
Context TikTok | Measure at least once a day | Published value 12% |
Source: Cetic.br, Painel TIC Integridade da Informação, released 10 April 2026, fieldwork August to September 2025, 5,250 users. A usage survey, a different measure from ad reach.
Sources: AIMX, 21° Estudio Hábitos de los Usuarios de Internet 2026, public version, an online panel of 1,200 people aged 18+ in urban Mexico, not a representative sample of all Mexicans; it prints no fieldwork dates, margin of error or publication date (released by 18 May 2026, per DPL News) and measures having an active account, not daily use.
Source: CRC, the communications regulator, November 2025, 3,043 in person household interviews in 58 municipalities, fieldwork 9 August to 20 September 2025, maximum margin of error 2% at 95% confidence. More than one answer allowed; a share of smartphone messaging app users, not of all Colombians.
Source: Pew Research Center, published 22 March 2024, face to face survey of 10,235 adults in eight countries, fieldwork in 2023. Older data and a different measure from the Cetic.br survey.
Source: CIEPS (Centro Internacional de Estudios Políticos y Sociales), article of 13 March 2026: a research centre's survey, not a national statistics office. The article does not print the sample size, fieldwork dates, age base or margin of error, and CIEPS says it did not ask what kind of information people get through WhatsApp.
Source: Reuters Institute Digital News Report 2026, country pages of 16 June 2026 ("for all"; Peru: "for any purpose"). Shares of each market's online sample surveyed by YouGov, not of all people, and not user counts or reach; listed in alphabetical order, not ranked. The full method note is in chapter 07.
Brazil: three answers, never one total. 54% of Brazilian internet users aged 16+ say they use WhatsApp "practically all the time", 31% several times a day and 6% at least once a day. The three are separate answers and must not be added into one total. Source: Cetic.br, Painel TIC Integridade da Informação, released 10 April 2026, fieldwork August to September 2025, 5,250 users. A usage survey, a different measure from ad reach.
Mexico: an active account. 91% of respondents to AIMX's 2026 internet habits study said they have an active WhatsApp account, against 85% for Facebook, 62% YouTube, 58% TikTok and 58% Instagram. An earlier national survey found that 91.2% of smartphone users used instant messaging apps such as WhatsApp. Sources: AIMX, 21° Estudio Hábitos de los Usuarios de Internet 2026, public version, an online panel of 1,200 people aged 18+ in urban Mexico, not a representative sample of all Mexicans; it prints no fieldwork dates, margin of error or publication date (released by 18 May 2026, per DPL News) and measures having an active account, not daily use. INEGI, ENDUTIH 2023, published 13 June 2024, a share of smartphone users, not of all internet users.
Colombia: the messaging app. 99% of Colombians aged 15+ who use a messaging app on their own smartphone use WhatsApp; 36% use Facebook Messenger, 19% Instagram chat, 8% Telegram and 2% TikTok. 88% of people aged 15+ with a personal smartphone use a messaging app at all. Source: CRC, the communications regulator, November 2025, 3,043 in person household interviews in 58 municipalities, fieldwork 9 August to 20 September 2025, maximum margin of error 2% at 95% confidence. More than one answer allowed; a share of smartphone messaging app users, not of all Colombians.
Argentina, Brazil and Mexico: older data, the same lead. 90% of adults in Brazil say they ever use WhatsApp, 88% in Argentina and 83% in Mexico; for Telegram the shares are 28% in Brazil, 27% in Mexico and 13% in Argentina. Source: Pew Research Center, published 22 March 2024, face to face survey of 10,235 adults in eight countries, fieldwork in 2023. Older data and a different measure from the Cetic.br survey.
Panama: where people get information. 74.8% of the people asked in CIEPS's 2025 citizenship and rights survey said they get information through WhatsApp. Source: CIEPS (Centro Internacional de Estudios Políticos y Sociales), article of 13 March 2026: a research centre's survey, not a national statistics office. The article does not print the sample size, fieldwork dates, age base or margin of error, and CIEPS says it did not ask what kind of information people get through WhatsApp.
Six markets: the networks people use at all. Asked which networks they use for any purpose, the share of each market's online sample naming WhatsApp was 83% in Argentina, 82% in Brazil, 83% in Chile, 82% in Colombia, 83% in Mexico and 87% in Peru. Source: Reuters Institute Digital News Report 2026, country pages of 16 June 2026 ("for all"; Peru: "for any purpose"). Shares of each market's online sample surveyed by YouGov, not of all people, and not user counts or reach; listed in alphabetical order, not ranked. The full method note is in chapter 07.
More detail from these surveys, including every app in the Brazilian survey and the Panamanian platform preferences, is in the full study PDF. Read the full study
The surveys we found point to WhatsApp for conversation.
03 The platform map
Which social platforms grew in Latin America in the past year, and which shrank?
Instagram, TikTok, YouTube and LinkedIn grew their ad reach in all eight markets, while X's shrank in all eight (DataReportal, Digital 2026 country reports; one year periods ending in October 2025, late 2025 or at the end of 2025).
The source marks every decrease with an asterisk and advises caution: a fall in ad reach may not mean fewer people. Counts of markets are a TNS calculation.
Choose a platform
Map: TNS.
X
Period: end of 2024 to late 2025
Market details
Argentina
Change, people +2.80 million
Period: October 2024 to October 2025
Grew
Instagram counts ages 13+.
TikTok
Change, people +5.90 million
Period: end of 2024 to late 2025
Grew
TikTok counts adults 18+.
Change, people +650 thousand
Period: October 2024 to October 2025
Grew
The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.
YouTube
Change, people +700 thousand
Period: end of 2024 to late 2025
Grew
The source notes that Google updates its YouTube reach figures only every three to six months.
Messenger
Change, people -100 thousand
Period: October 2024 to October 2025
Shrank
The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.
Change, people +3.00 million
Period: end of 2024 to end of 2025
Grew
LinkedIn counts registered members, not monthly active users.
Change, people +545 thousand
Period: end of 2024 to late 2025
Grew
The source notes that ad reach is not the same as monthly active users.
Snapchat
Change, people +75.0 thousand
Period: end of 2024 to late 2025
Grew
The source notes that ad reach is not the same as monthly active users.
X
Change, people -911 thousand
Period: end of 2024 to late 2025
Shrank
The source warns that X's figures can fluctuate sharply and show unusual trends.
Brazil
Change, people +10.9 million
Period: October 2024 to October 2025
Grew
Instagram counts ages 13+.
TikTok
Change, people +19.6 million
Period: end of 2024 to late 2025
Grew
TikTok counts adults 18+.
Change, people -1.45 million
Period: October 2024 to October 2025
Shrank
The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.
YouTube
Change, people +6.00 million
Period: end of 2024 to late 2025
Grew
The source notes that Google updates its YouTube reach figures only every three to six months.
Messenger
Change, people -2.50 million
Period: October 2024 to October 2025
Shrank
The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.
Change, people +12.0 million
Period: end of 2024 to end of 2025
Grew
LinkedIn counts registered members, not monthly active users.
Change, people +1.80 million
Period: end of 2024 to late 2025
Grew
The source notes that ad reach is not the same as monthly active users.
Snapchat
Change, people -815 thousand
Period: end of 2024 to late 2025
Shrank
The source notes that ad reach is not the same as monthly active users.
X
Change, people -4.04 million
Period: end of 2024 to late 2025
Shrank
The source warns that X's figures can fluctuate sharply and show unusual trends.
Chile
Change, people +1.10 million
Period: October 2024 to October 2025
Grew
Instagram counts ages 13+.
TikTok
Change, people +2.29 million
Period: end of 2024 to late 2025
Grew
TikTok counts adults 18+.
Change, people +450 thousand
Period: October 2024 to October 2025
Grew
The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.
YouTube
Change, people +100 thousand
Period: end of 2024 to late 2025
Grew
The source notes that Google updates its YouTube reach figures only every three to six months.
Messenger
Change, people -50.0 thousand
Period: October 2024 to October 2025
Shrank
The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.
Change, people +1.10 million
Period: end of 2024 to end of 2025
Grew
LinkedIn counts registered members, not monthly active users.
Change, people +215 thousand
Period: end of 2024 to late 2025
Grew
The source notes that ad reach is not the same as monthly active users.
Snapchat
Change, people -90.0 thousand
Period: end of 2024 to late 2025
Shrank
The source notes that ad reach is not the same as monthly active users.
X
Change, people -225 thousand
Period: end of 2024 to late 2025
Shrank
The source warns that X's figures can fluctuate sharply and show unusual trends.
Colombia
Change, people +1.55 million
Period: October 2024 to October 2025
Grew
Instagram counts ages 13+.
TikTok
Change, people +7.51 million
Period: end of 2024 to late 2025
Grew
TikTok counts adults 18+.
Change, people +250 thousand
Period: October 2024 to October 2025
Grew
The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.
YouTube
Change, people +400 thousand
Period: end of 2024 to late 2025
Grew
The source notes that Google updates its YouTube reach figures only every three to six months.
Messenger
Change, people -1.30 million
Period: October 2024 to October 2025
Shrank
The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.
Change, people +3.00 million
Period: end of 2024 to end of 2025
Grew
LinkedIn counts registered members, not monthly active users.
Change, people +770 thousand
Period: end of 2024 to late 2025
Grew
The source notes that ad reach is not the same as monthly active users.
Snapchat
Change, people -620 thousand
Period: end of 2024 to late 2025
Shrank
The source notes that ad reach is not the same as monthly active users.
X
Change, people -250 thousand
Period: end of 2024 to late 2025
Shrank
The source warns that X's figures can fluctuate sharply and show unusual trends.
Ecuador
Change, people +450 thousand
Period: October 2024 to October 2025
Grew
Instagram counts ages 13+.
TikTok
Change, people +2.41 million
Period: end of 2024 to late 2025
Grew
TikTok counts adults 18+.
Change, people +100 thousand
Period: October 2024 to October 2025
Grew
The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.
YouTube
Change, people +100 thousand
Period: end of 2024 to late 2025
Grew
The source notes that Google updates its YouTube reach figures only every three to six months.
Messenger
Change, people -350 thousand
Period: October 2024 to October 2025
Shrank
The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.
Change, people +800 thousand
Period: end of 2024 to end of 2025
Grew
LinkedIn counts registered members, not monthly active users.
Snapchat
Change, people -253 thousand
Period: end of 2024 to late 2025
Shrank
The source notes that ad reach is not the same as monthly active users.
X
Change, people -232 thousand
Period: end of 2024 to late 2025
Shrank
The source warns that X's figures can fluctuate sharply and show unusual trends.
Mexico
Change, people +6.45 million
Period: October 2024 to October 2025
Grew
Instagram counts ages 13+.
TikTok
Change, people +17.9 million
Period: end of 2024 to late 2025
Grew
TikTok counts adults 18+.
Change, people +2.90 million
Period: October 2024 to October 2025
Grew
The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.
YouTube
Change, people +1.40 million
Period: end of 2024 to late 2025
Grew
The source notes that Google updates its YouTube reach figures only every three to six months.
Messenger
Change, people +650 thousand
Period: October 2024 to October 2025
Grew
The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.
Change, people +4.00 million
Period: end of 2024 to end of 2025
Grew
LinkedIn counts registered members, not monthly active users.
Change, people +2.50 million
Period: end of 2024 to late 2025
Grew
The source notes that ad reach is not the same as monthly active users.
Snapchat
Change, people -390 thousand
Period: end of 2024 to late 2025
Shrank
The source notes that ad reach is not the same as monthly active users.
X
Change, people -1.01 million
Period: end of 2024 to late 2025
Shrank
The source warns that X's figures can fluctuate sharply and show unusual trends.
Panama
Change, people +200 thousand
Period: October 2024 to October 2025
Grew
Instagram counts ages 13+.
TikTok
Change, people +475 thousand
Period: end of 2024 to late 2025
Grew
TikTok counts adults 18+.
Change, people +50.0 thousand
Period: October 2024 to October 2025
Grew
The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.
YouTube
Change, people +350 thousand
Period: end of 2024 to late 2025
Grew
The source notes that Google updates its YouTube reach figures only every three to six months.
Messenger
Change, people -15.7 thousand
Period: October 2024 to October 2025
Shrank
The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.
Change, people +200 thousand
Period: end of 2024 to end of 2025
Grew
LinkedIn counts registered members, not monthly active users.
X
Change, people -54.6 thousand
Period: end of 2024 to late 2025
Shrank
The source warns that X's figures can fluctuate sharply and show unusual trends.
Peru
Change, people +1.10 million
Period: October 2024 to October 2025
Grew
Instagram counts ages 13+.
TikTok
Change, people +5.20 million
Period: end of 2024 to late 2025
Grew
TikTok counts adults 18+.
Change, people +850 thousand
Period: October 2024 to October 2025
Grew
The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.
YouTube
Change, people +2.60 million
Period: end of 2024 to late 2025
Grew
The source notes that Google updates its YouTube reach figures only every three to six months.
Messenger
Change, people -1.95 million
Period: October 2024 to October 2025
Shrank
The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.
Change, people +2.00 million
Period: end of 2024 to end of 2025
Grew
LinkedIn counts registered members, not monthly active users.
Snapchat
Change, people -310 thousand
Period: end of 2024 to late 2025
Shrank
The source notes that ad reach is not the same as monthly active users.
X
Change, people -205 thousand
Period: end of 2024 to late 2025
Shrank
The source warns that X's figures can fluctuate sharply and show unusual trends.
* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.
See every figure
| Market | Platform | Change, percent | Change, people | Period | State |
|---|---|---|---|---|---|
Market Argentina | Platform Instagram | Change, percent +9.9% | Change, people +2.80 million | Period October 2024 to October 2025 | State Grew |
Market Argentina | Platform TikTok | Change, percent +25.3% | Change, people +5.90 million | Period end of 2024 to late 2025 | State Grew |
Market Argentina | Platform Facebook | Change, percent +2.3% | Change, people +650 thousand | Period October 2024 to October 2025 | State Grew |
Market Argentina | Platform YouTube | Change, percent +2.2% | Change, people +700 thousand | Period end of 2024 to late 2025 | State Grew |
Market Argentina | Platform Messenger | Change, percent -0.7%* | Change, people -100 thousand | Period October 2024 to October 2025 | State Shrank |
Market Argentina | Platform LinkedIn | Change, percent +20.0% | Change, people +3.00 million | Period end of 2024 to end of 2025 | State Grew |
Market Argentina | Platform Pinterest | Change, percent +4.8% | Change, people +545 thousand | Period end of 2024 to late 2025 | State Grew |
Market Argentina | Platform Snapchat | Change, percent +3.9% | Change, people +75.0 thousand | Period end of 2024 to late 2025 | State Grew |
Market Argentina | Platform X | Change, percent -12.0%* | Change, people -911 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Brazil | Platform Instagram | Change, percent +8.0% | Change, people +10.9 million | Period October 2024 to October 2025 | State Grew |
Market Brazil | Platform TikTok | Change, percent +17.6% | Change, people +19.6 million | Period end of 2024 to late 2025 | State Grew |
Market Brazil | Platform Facebook | Change, percent -1.3%* | Change, people -1.45 million | Period October 2024 to October 2025 | State Shrank |
Market Brazil | Platform YouTube | Change, percent +4.2% | Change, people +6.00 million | Period end of 2024 to late 2025 | State Grew |
Market Brazil | Platform Messenger | Change, percent -5.1%* | Change, people -2.50 million | Period October 2024 to October 2025 | State Shrank |
Market Brazil | Platform LinkedIn | Change, percent +15.4% | Change, people +12.0 million | Period end of 2024 to end of 2025 | State Grew |
Market Brazil | Platform Pinterest | Change, percent +4.4% | Change, people +1.80 million | Period end of 2024 to late 2025 | State Grew |
Market Brazil | Platform Snapchat | Change, percent -12.0%* | Change, people -815 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Brazil | Platform X | Change, percent -19.1%* | Change, people -4.04 million | Period end of 2024 to late 2025 | State Shrank |
Market Chile | Platform Instagram | Change, percent +8.9% | Change, people +1.10 million | Period October 2024 to October 2025 | State Grew |
Market Chile | Platform TikTok | Change, percent +16.4% | Change, people +2.29 million | Period end of 2024 to late 2025 | State Grew |
Market Chile | Platform Facebook | Change, percent +3.6% | Change, people +450 thousand | Period October 2024 to October 2025 | State Grew |
Market Chile | Platform YouTube | Change, percent +0.7% | Change, people +100 thousand | Period end of 2024 to late 2025 | State Grew |
Market Chile | Platform Messenger | Change, percent -0.7%* | Change, people -50.0 thousand | Period October 2024 to October 2025 | State Shrank |
Market Chile | Platform LinkedIn | Change, percent +12.4% | Change, people +1.10 million | Period end of 2024 to end of 2025 | State Grew |
Market Chile | Platform Pinterest | Change, percent +4.2% | Change, people +215 thousand | Period end of 2024 to late 2025 | State Grew |
Market Chile | Platform Snapchat | Change, percent -12.2%* | Change, people -90.0 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Chile | Platform X | Change, percent -6.5%* | Change, people -225 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Colombia | Platform Instagram | Change, percent +7.7% | Change, people +1.55 million | Period October 2024 to October 2025 | State Grew |
Market Colombia | Platform TikTok | Change, percent +24.9% | Change, people +7.51 million | Period end of 2024 to late 2025 | State Grew |
Market Colombia | Platform Facebook | Change, percent +0.7% | Change, people +250 thousand | Period October 2024 to October 2025 | State Grew |
Market Colombia | Platform YouTube | Change, percent +1.3% | Change, people +400 thousand | Period end of 2024 to late 2025 | State Grew |
Market Colombia | Platform Messenger | Change, percent -6.8%* | Change, people -1.30 million | Period October 2024 to October 2025 | State Shrank |
Market Colombia | Platform LinkedIn | Change, percent +20.0% | Change, people +3.00 million | Period end of 2024 to end of 2025 | State Grew |
Market Colombia | Platform Pinterest | Change, percent +7.6% | Change, people +770 thousand | Period end of 2024 to late 2025 | State Grew |
Market Colombia | Platform Snapchat | Change, percent -13.0%* | Change, people -620 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Colombia | Platform X | Change, percent -4.7%* | Change, people -250 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Ecuador | Platform Instagram | Change, percent +6.9% | Change, people +450 thousand | Period October 2024 to October 2025 | State Grew |
Market Ecuador | Platform TikTok | Change, percent +18.6% | Change, people +2.41 million | Period end of 2024 to late 2025 | State Grew |
Market Ecuador | Platform Facebook | Change, percent +0.8% | Change, people +100 thousand | Period October 2024 to October 2025 | State Grew |
Market Ecuador | Platform YouTube | Change, percent +0.9% | Change, people +100 thousand | Period end of 2024 to late 2025 | State Grew |
Market Ecuador | Platform Messenger | Change, percent -4.6%* | Change, people -350 thousand | Period October 2024 to October 2025 | State Shrank |
Market Ecuador | Platform LinkedIn | Change, percent +16.0% | Change, people +800 thousand | Period end of 2024 to end of 2025 | State Grew |
Market Ecuador | Platform Snapchat | Change, percent -11.7%* | Change, people -253 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Ecuador | Platform X | Change, percent -12.1%* | Change, people -232 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Mexico | Platform Instagram | Change, percent +13.7% | Change, people +6.45 million | Period October 2024 to October 2025 | State Grew |
Market Mexico | Platform TikTok | Change, percent +22.0% | Change, people +17.9 million | Period end of 2024 to late 2025 | State Grew |
Market Mexico | Platform Facebook | Change, percent +3.2% | Change, people +2.90 million | Period October 2024 to October 2025 | State Grew |
Market Mexico | Platform YouTube | Change, percent +1.7% | Change, people +1.40 million | Period end of 2024 to late 2025 | State Grew |
Market Mexico | Platform Messenger | Change, percent +1.2% | Change, people +650 thousand | Period October 2024 to October 2025 | State Grew |
Market Mexico | Platform LinkedIn | Change, percent +16.0% | Change, people +4.00 million | Period end of 2024 to end of 2025 | State Grew |
Market Mexico | Platform Pinterest | Change, percent +9.6% | Change, people +2.50 million | Period end of 2024 to late 2025 | State Grew |
Market Mexico | Platform Snapchat | Change, percent -2.6%* | Change, people -390 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Mexico | Platform X | Change, percent -5.8%* | Change, people -1.01 million | Period end of 2024 to late 2025 | State Shrank |
Market Panama | Platform Instagram | Change, percent +8.0% | Change, people +200 thousand | Period October 2024 to October 2025 | State Grew |
Market Panama | Platform TikTok | Change, percent +17.6% | Change, people +475 thousand | Period end of 2024 to late 2025 | State Grew |
Market Panama | Platform Facebook | Change, percent +2.6% | Change, people +50.0 thousand | Period October 2024 to October 2025 | State Grew |
Market Panama | Platform YouTube | Change, percent +14.7% | Change, people +350 thousand | Period end of 2024 to late 2025 | State Grew |
Market Panama | Platform Messenger | Change, percent -2.0%* | Change, people -15.7 thousand | Period October 2024 to October 2025 | State Shrank |
Market Panama | Platform LinkedIn | Change, percent +14.3% | Change, people +200 thousand | Period end of 2024 to end of 2025 | State Grew |
Market Panama | Platform X | Change, percent -9.6%* | Change, people -54.6 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Peru | Platform Instagram | Change, percent +10.8% | Change, people +1.10 million | Period October 2024 to October 2025 | State Grew |
Market Peru | Platform TikTok | Change, percent +22.5% | Change, people +5.20 million | Period end of 2024 to late 2025 | State Grew |
Market Peru | Platform Facebook | Change, percent +3.6% | Change, people +850 thousand | Period October 2024 to October 2025 | State Grew |
Market Peru | Platform YouTube | Change, percent +13.6% | Change, people +2.60 million | Period end of 2024 to late 2025 | State Grew |
Market Peru | Platform Messenger | Change, percent -15.2%* | Change, people -1.95 million | Period October 2024 to October 2025 | State Shrank |
Market Peru | Platform LinkedIn | Change, percent +20.0% | Change, people +2.00 million | Period end of 2024 to end of 2025 | State Grew |
Market Peru | Platform Snapchat | Change, percent -11.7%* | Change, people -310 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Peru | Platform X | Change, percent -8.9%* | Change, people -205 thousand | Period end of 2024 to late 2025 | State Shrank |
Market details
| Market | Platform | Change, percent | Change, people | Period | State |
|---|
See every figure
| Market | Platform | Change, percent | Change, people | Period | State |
|---|---|---|---|---|---|
Market Brazil | Platform Instagram | Change, percent +8.0% | Change, people +10.9 million | Period October 2024 to October 2025 | State Grew |
Market Brazil | Platform TikTok | Change, percent +17.6% | Change, people +19.6 million | Period end of 2024 to late 2025 | State Grew |
Market Brazil | Platform Facebook | Change, percent -1.3%* | Change, people -1.45 million | Period October 2024 to October 2025 | State Shrank |
Market Brazil | Platform YouTube | Change, percent +4.2% | Change, people +6.00 million | Period end of 2024 to late 2025 | State Grew |
Market Brazil | Platform Messenger | Change, percent -5.1%* | Change, people -2.50 million | Period October 2024 to October 2025 | State Shrank |
Market Brazil | Platform LinkedIn | Change, percent +15.4% | Change, people +12.0 million | Period end of 2024 to end of 2025 | State Grew |
Market Brazil | Platform Pinterest | Change, percent +4.4% | Change, people +1.80 million | Period end of 2024 to late 2025 | State Grew |
Market Brazil | Platform Snapchat | Change, percent -12.0%* | Change, people -815 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Brazil | Platform X | Change, percent -19.1%* | Change, people -4.04 million | Period end of 2024 to late 2025 | State Shrank |
Market Mexico | Platform Instagram | Change, percent +13.7% | Change, people +6.45 million | Period October 2024 to October 2025 | State Grew |
Market Mexico | Platform TikTok | Change, percent +22.0% | Change, people +17.9 million | Period end of 2024 to late 2025 | State Grew |
Market Mexico | Platform Facebook | Change, percent +3.2% | Change, people +2.90 million | Period October 2024 to October 2025 | State Grew |
Market Mexico | Platform YouTube | Change, percent +1.7% | Change, people +1.40 million | Period end of 2024 to late 2025 | State Grew |
Market Mexico | Platform Messenger | Change, percent +1.2% | Change, people +650 thousand | Period October 2024 to October 2025 | State Grew |
Market Mexico | Platform LinkedIn | Change, percent +16.0% | Change, people +4.00 million | Period end of 2024 to end of 2025 | State Grew |
Market Mexico | Platform Pinterest | Change, percent +9.6% | Change, people +2.50 million | Period end of 2024 to late 2025 | State Grew |
Market Mexico | Platform Snapchat | Change, percent -2.6%* | Change, people -390 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Mexico | Platform X | Change, percent -5.8%* | Change, people -1.01 million | Period end of 2024 to late 2025 | State Shrank |
Market Argentina | Platform Instagram | Change, percent +9.9% | Change, people +2.80 million | Period October 2024 to October 2025 | State Grew |
Market Argentina | Platform TikTok | Change, percent +25.3% | Change, people +5.90 million | Period end of 2024 to late 2025 | State Grew |
Market Argentina | Platform Facebook | Change, percent +2.3% | Change, people +650 thousand | Period October 2024 to October 2025 | State Grew |
Market Argentina | Platform YouTube | Change, percent +2.2% | Change, people +700 thousand | Period end of 2024 to late 2025 | State Grew |
Market Argentina | Platform Messenger | Change, percent -0.7%* | Change, people -100 thousand | Period October 2024 to October 2025 | State Shrank |
Market Argentina | Platform LinkedIn | Change, percent +20.0% | Change, people +3.00 million | Period end of 2024 to end of 2025 | State Grew |
Market Argentina | Platform Pinterest | Change, percent +4.8% | Change, people +545 thousand | Period end of 2024 to late 2025 | State Grew |
Market Argentina | Platform Snapchat | Change, percent +3.9% | Change, people +75.0 thousand | Period end of 2024 to late 2025 | State Grew |
Market Argentina | Platform X | Change, percent -12.0%* | Change, people -911 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Colombia | Platform Instagram | Change, percent +7.7% | Change, people +1.55 million | Period October 2024 to October 2025 | State Grew |
Market Colombia | Platform TikTok | Change, percent +24.9% | Change, people +7.51 million | Period end of 2024 to late 2025 | State Grew |
Market Colombia | Platform Facebook | Change, percent +0.7% | Change, people +250 thousand | Period October 2024 to October 2025 | State Grew |
Market Colombia | Platform YouTube | Change, percent +1.3% | Change, people +400 thousand | Period end of 2024 to late 2025 | State Grew |
Market Colombia | Platform Messenger | Change, percent -6.8%* | Change, people -1.30 million | Period October 2024 to October 2025 | State Shrank |
Market Colombia | Platform LinkedIn | Change, percent +20.0% | Change, people +3.00 million | Period end of 2024 to end of 2025 | State Grew |
Market Colombia | Platform Pinterest | Change, percent +7.6% | Change, people +770 thousand | Period end of 2024 to late 2025 | State Grew |
Market Colombia | Platform Snapchat | Change, percent -13.0%* | Change, people -620 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Colombia | Platform X | Change, percent -4.7%* | Change, people -250 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Chile | Platform Instagram | Change, percent +8.9% | Change, people +1.10 million | Period October 2024 to October 2025 | State Grew |
Market Chile | Platform TikTok | Change, percent +16.4% | Change, people +2.29 million | Period end of 2024 to late 2025 | State Grew |
Market Chile | Platform Facebook | Change, percent +3.6% | Change, people +450 thousand | Period October 2024 to October 2025 | State Grew |
Market Chile | Platform YouTube | Change, percent +0.7% | Change, people +100 thousand | Period end of 2024 to late 2025 | State Grew |
Market Chile | Platform Messenger | Change, percent -0.7%* | Change, people -50.0 thousand | Period October 2024 to October 2025 | State Shrank |
Market Chile | Platform LinkedIn | Change, percent +12.4% | Change, people +1.10 million | Period end of 2024 to end of 2025 | State Grew |
Market Chile | Platform Pinterest | Change, percent +4.2% | Change, people +215 thousand | Period end of 2024 to late 2025 | State Grew |
Market Chile | Platform Snapchat | Change, percent -12.2%* | Change, people -90.0 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Chile | Platform X | Change, percent -6.5%* | Change, people -225 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Peru | Platform Instagram | Change, percent +10.8% | Change, people +1.10 million | Period October 2024 to October 2025 | State Grew |
Market Peru | Platform TikTok | Change, percent +22.5% | Change, people +5.20 million | Period end of 2024 to late 2025 | State Grew |
Market Peru | Platform Facebook | Change, percent +3.6% | Change, people +850 thousand | Period October 2024 to October 2025 | State Grew |
Market Peru | Platform YouTube | Change, percent +13.6% | Change, people +2.60 million | Period end of 2024 to late 2025 | State Grew |
Market Peru | Platform Messenger | Change, percent -15.2%* | Change, people -1.95 million | Period October 2024 to October 2025 | State Shrank |
Market Peru | Platform LinkedIn | Change, percent +20.0% | Change, people +2.00 million | Period end of 2024 to end of 2025 | State Grew |
Market Peru | Platform Pinterest | Change, percent None: not published for this market | Change, people none | ||
Market Peru | Platform Snapchat | Change, percent -11.7%* | Change, people -310 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Peru | Platform X | Change, percent -8.9%* | Change, people -205 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Ecuador | Platform Instagram | Change, percent +6.9% | Change, people +450 thousand | Period October 2024 to October 2025 | State Grew |
Market Ecuador | Platform TikTok | Change, percent +18.6% | Change, people +2.41 million | Period end of 2024 to late 2025 | State Grew |
Market Ecuador | Platform Facebook | Change, percent +0.8% | Change, people +100 thousand | Period October 2024 to October 2025 | State Grew |
Market Ecuador | Platform YouTube | Change, percent +0.9% | Change, people +100 thousand | Period end of 2024 to late 2025 | State Grew |
Market Ecuador | Platform Messenger | Change, percent -4.6%* | Change, people -350 thousand | Period October 2024 to October 2025 | State Shrank |
Market Ecuador | Platform LinkedIn | Change, percent +16.0% | Change, people +800 thousand | Period end of 2024 to end of 2025 | State Grew |
Market Ecuador | Platform Pinterest | Change, percent None: not published for this market | Change, people none | ||
Market Ecuador | Platform Snapchat | Change, percent -11.7%* | Change, people -253 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Ecuador | Platform X | Change, percent -12.1%* | Change, people -232 thousand | Period end of 2024 to late 2025 | State Shrank |
Market Panama | Platform Instagram | Change, percent +8.0% | Change, people +200 thousand | Period October 2024 to October 2025 | State Grew |
Market Panama | Platform TikTok | Change, percent +17.6% | Change, people +475 thousand | Period end of 2024 to late 2025 | State Grew |
Market Panama | Platform Facebook | Change, percent +2.6% | Change, people +50.0 thousand | Period October 2024 to October 2025 | State Grew |
Market Panama | Platform YouTube | Change, percent +14.7% | Change, people +350 thousand | Period end of 2024 to late 2025 | State Grew |
Market Panama | Platform Messenger | Change, percent -2.0%* | Change, people -15.7 thousand | Period October 2024 to October 2025 | State Shrank |
Market Panama | Platform LinkedIn | Change, percent +14.3% | Change, people +200 thousand | Period end of 2024 to end of 2025 | State Grew |
Market Panama | Platform Pinterest | Change, percent None: not published for this market | Change, people none | ||
Market Panama | Platform Snapchat | Change, percent None: not published for this market | Change, people none | ||
Market Panama | Platform X | Change, percent -9.6%* | Change, people -54.6 thousand | Period end of 2024 to late 2025 | State Shrank |
X shrank in 8 of 8
Messenger shrank in 7 of 8
Snapchat shrank in 6 of 7
Mexico+13.7%Panama+8.0%Colombia+7.7%Ecuador+6.9%Peru+10.8%Brazil+8.0%Chile+8.9%Argentina+9.9%Map: TNS.
Period: October 2024 to October 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.Instagram counts ages 13+.
Mexico+22.0%Panama+17.6%Colombia+24.9%Ecuador+18.6%Peru+22.5%Brazil+17.6%Chile+16.4%Argentina+25.3%Map: TNS.
TikTok
Period: end of 2024 to late 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.TikTok counts adults 18+.
Mexico+3.2%Panama+2.6%Colombia+0.7%Ecuador+0.8%Peru+3.6%Brazil-1.3%*Chile+3.6%Argentina+2.3%Map: TNS.
Period: October 2024 to October 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.The source notes that Meta has revised its audience figures, so a change in ad reach may not mean a change in users.The source advises significant caution when reading falls in reported ad reach.
Mexico+1.7%Panama+14.7%Colombia+1.3%Ecuador+0.9%Peru+13.6%Brazil+4.2%Chile+0.7%Argentina+2.2%Map: TNS.
YouTube
Period: end of 2024 to late 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.The source notes that Google updates its YouTube reach figures only every three to six months.
Mexico+1.2%Panama-2.0%*Colombia-6.8%*Ecuador-4.6%*Peru-15.2%*Brazil-5.1%*Chile-0.7%*Argentina-0.7%*Map: TNS.
Messenger
Period: October 2024 to October 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.The source notes that changes in Meta's ad reach figures do not necessarily match changes in active users.The source advises significant caution when reading falls in reported ad reach.
Mexico+16.0%Panama+14.3%Colombia+20.0%Ecuador+16.0%Peru+20.0%Brazil+15.4%Chile+12.4%Argentina+20.0%Map: TNS.
Period: end of 2024 to end of 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.LinkedIn counts registered members, not monthly active users.
Mexico+9.6%PanamanoneColombia+7.6%EcuadornonePerunoneBrazil+4.4%Chile+4.2%Argentina+4.8%Map: TNS.
Period: end of 2024 to late 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.The source notes that ad reach is not the same as monthly active users.
Mexico-2.6%*PanamanoneColombia-13.0%*Ecuador-11.7%*Peru-11.7%*Brazil-12.0%*Chile-12.2%*Argentina+3.9%Map: TNS.
Snapchat
Period: end of 2024 to late 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.The source notes that ad reach is not the same as monthly active users.The source advises significant caution when reading falls in reported ad reach.
Mexico-5.8%*Panama-9.6%*Colombia-4.7%*Ecuador-12.1%*Peru-8.9%*Brazil-19.1%*Chile-6.5%*Argentina-12.0%*Map: TNS.
X
Period: end of 2024 to late 2025
Choose a marketGrewGrew, flagged by the source (*)ShrankNone: not published for this market* The source flags this figure: for falls, a drop in ad reach may not mean fewer people.The source warns that X's figures can fluctuate sharply and show unusual trends.The source advises significant caution when reading falls in reported ad reach.
Source: DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), retrieved 15 October 2026. Counts of markets are a TNS calculation. Full references and links in Methodology.
X: down in all eight. -19.1% in Brazil, where X's ad reach fell by 4.04 million. It also fell in Ecuador (-12.1%), Argentina (down 911 thousand, -12.0%), Panama (-9.6%), Peru (-8.9%), Chile (-6.5%), Mexico (down 1.01 million, -5.8%) and Colombia (-4.7%). Source: DataReportal, end of 2024 to late 2025. The source flags X's figures as fluctuating and marks every decrease with an asterisk: a fall in ad reach may not mean fewer people.
Instagram, TikTok, YouTube and LinkedIn: up in all eight. Each of them grew its ad reach in every market. LinkedIn counts registered members, not active users. Source: DataReportal. Periods: Instagram October 2024 to October 2025; TikTok and YouTube end of 2024 to late 2025; LinkedIn end of 2024 to end of 2025.
Messenger and Snapchat: down in most markets. Facebook: down only in Brazil. Messenger's ad reach shrank in seven of the eight markets (all except Mexico), with Peru's the largest fall, at -15.2%. Snapchat's shrank in six of the seven markets where it is published (Argentina grew; there is no Panama figure). Facebook's shrank only in Brazil (-1.3%). Source: DataReportal. Periods: Messenger and Facebook October 2024 to October 2025; Snapchat end of 2024 to late 2025. The source marks every decrease with an asterisk and advises caution in reading falls in ad reach, and Meta warns that its figures are revised.
Each market's published ad audiences for other platforms are in the "See the numbers" table of the chapter 04 chart and in the full study PDF. Read the full study
A side story: Bluesky and Brazil's X suspension
Bluesky and Brazil's X suspension
Checked 15 October 2026.
Card progress1 / 6Brazil's Supreme Federal Court suspended X by a decision of 30 August 2024 and authorised its return on 8 October 2024. (STF decision in Pet 12.404.)
In those first days, Bluesky said it had grown by more than 2.6 million users, over 85% of them Brazilian (Bluesky, 4 September 2024).
Users
more than 2.6 million
Brazilian share
over 85%
See the numbers
See the numbers A study of Bluesky's public activity data suggests that most of the users who joined in the surge after the X ban likely left Bluesky and returned to X once X was reinstated in Brazil on 8 October 2024 (Seckin and others, arXiv preprint, April 2025).
Brazil: 2% of internet users aged 16+ say they use Bluesky practically all the time, 3% several times a day and 2% at least once a day (Cetic.br, Painel TIC Integridade da Informação, released 10 April 2026, fieldwork August to September 2025, 5,250 users; a share of internet users, not a user count).
Apart from Brazil's 2024 sign up figures, we found no published Bluesky user count for any of the eight markets in this study, and the page text of DataReportal's Digital 2026 reports for these markets does not mention Bluesky. The only survey figure we found is a share of Brazilian internet users, not a count.
Bluesky carried no advertising as of March 2025 (Search Engine Land), and in October 2026 TechCrunch reported that Bluesky plans to introduce payments as a first step toward making money without relying on advertising, so it has no advertising audience to compare with the platforms in this study.
Sources: Brazil's Supreme Federal Court (STF); Bluesky; Seckin and others, arXiv preprint; Cetic.br; Search Engine Land; TechCrunch.
Instagram, TikTok, YouTube and LinkedIn grew in all eight markets, and the first two are the giants of this study.
04 The two giants
How large are Instagram's and TikTok's audiences in Latin America?
Instagram's ad audience across the eight markets adds up to about 288 million (ages 13+) and TikTok's to about 360 million (adults 18+): TNS sums of DataReportal's Digital 2026 figures, which count from different ages, so they are not a like for like comparison.
DataReportal's country reports publish the audiences that Meta's and TikTok's ad tools report for each market; they describe late 2025. Ad audiences are reach estimates, not users.
Instagram ad audience across the eight markets (ages 13+, TNS sum of DataReportal figures)
TikTok ad audience across the eight markets (adults 18+, TNS sum of DataReportal figures)
Brazil's share of the eight market Instagram total
* The source flags values above 100 percent of adults; shown as published.
Choose a market
Brazil
TikTok
The two platforms report different periods; each figure carries its own.
LinkedIn counts members. Context only, never summed.
150 million social media user identities 70.4% of the population.
User identities may not represent unique individuals.
Mexico
TikTok
The two platforms report different periods; each figure carries its own.
LinkedIn counts members. Context only, never summed.
99.0 million social media user identities 74.9% of the population.
User identities may not represent unique individuals.
Argentina
TikTok
The two platforms report different periods; each figure carries its own.
LinkedIn counts members. Context only, never summed.
32.9 million social media user identities 71.7% of the population.
User identities may not represent unique individuals.
Colombia
TikTok
The two platforms report different periods; each figure carries its own.
LinkedIn counts members. Context only, never summed.
37.7 million social media user identities 70.4% of the population.
User identities may not represent unique individuals.
Chile
TikTok
The two platforms report different periods; each figure carries its own.
LinkedIn counts members. Context only, never summed.
16.2 million social media user identities 81.7% of the population.
User identities may not represent unique individuals.
Peru
TikTok
The two platforms report different periods; each figure carries its own.
LinkedIn counts members. Context only, never summed.
28.3 million social media user identities 81.6% of the population.
User identities may not represent unique individuals.
Ecuador
TikTok
The two platforms report different periods; each figure carries its own.
LinkedIn counts members. Context only, never summed.
15.4 million* social media user identities 84.0% of the population.
User identities may not represent unique individuals.
Panama
TikTok
The two platforms report different periods; each figure carries its own.
LinkedIn counts members. Context only, never summed.
3.18 million social media user identities 69.3% of the population.
User identities may not represent unique individuals.
Source, for all eight markets: DataReportal, Digital 2026 country reports, late 2025. The source publishes female and male shares only; it does not report other genders. These are shares of each platform's adult (18+) ad audience in each market. They say nothing about who creates content or who buys. In Argentina, Brazil, Chile, Colombia and Ecuador, Instagram's female and male shares do not add up to exactly 100 in the source; the gap is the part the source does not assign, and we show the figures as published.
See the numbers
| Market | Measure | Published value |
|---|---|---|
Market Argentina | Measure Instagram ad audience | Published value 31.1 million |
Market Argentina | Measure Instagram adult ad audience, female | Published value 54.3% |
Market Argentina | Measure Instagram adult ad audience, male | Published value 44.2% |
Market Argentina | Measure TikTok adult ad audience, female | Published value 45.8% |
Market Argentina | Measure TikTok adult ad audience, male | Published value 54.2% |
Market Argentina | Measure Instagram growth in ad reach, people | Published value +2.80 million |
Market Argentina | Measure Instagram growth in ad reach, people | Published value +2.80M |
Market Argentina | Measure Instagram growth in ad reach, percent | Published value +9.9% |
Market Argentina | Measure TikTok growth in ad reach, people | Published value +5.90 million |
Market Argentina | Measure TikTok growth in ad reach, people | Published value +5.90M |
Market Argentina | Measure TikTok growth in ad reach, percent | Published value +25.3% |
Market Argentina | Measure Facebook ad audience | Published value 29.3 million |
Market Argentina | Measure Facebook ad audience | Published value 29.3M |
Market Argentina | Measure LinkedIn ad audience | Published value 18.0 million |
Market Argentina | Measure LinkedIn ad audience | Published value 18.0M |
Market Argentina | Measure Messenger ad audience | Published value 13.5 million |
Market Argentina | Measure Messenger ad audience | Published value 13.5M |
Market Argentina | Measure Pinterest ad audience | Published value 11.9 million |
Market Argentina | Measure Pinterest ad audience | Published value 11.9M |
Market Argentina | Measure Reddit ad audience | Published value 4.55 million |
Market Argentina | Measure Reddit ad audience | Published value 4.55M |
Market Argentina | Measure Snapchat ad audience | Published value 1.99 million |
Market Argentina | Measure Snapchat ad audience | Published value 1.99M |
Market Argentina | Measure Threads ad audience | Published value 3.35 million |
Market Argentina | Measure Threads ad audience | Published value 3.35M |
Market Argentina | Measure X ad audience | Published value 6.70 million |
Market Argentina | Measure X ad audience | Published value 6.70M |
Market Argentina | Measure YouTube ad audience | Published value 32.9 million |
Market Argentina | Measure YouTube ad audience | Published value 32.9M |
Market Argentina | Measure Social media user identities | Published value 32.9 million |
Market Argentina | Measure Social media user identities, share of the population | Published value 71.7% |
Market Argentina | Measure Instagram ad reach, share of adults | Published value 87.4% |
Market Argentina | Measure TikTok ad audience | Published value 29.2 million |
Market Argentina | Measure TikTok ad reach, share of adults | Published value 85.8% |
Market Argentina | Measure Share of the eight market Instagram total (TNS calculation) | Published value 10.8% |
Market Argentina | Measure Share of the eight market TikTok total (TNS calculation) | Published value 8.1% |
Market Brazil | Measure Instagram ad audience | Published value 147 million |
Market Brazil | Measure Instagram adult ad audience, female | Published value 57.1% |
Market Brazil | Measure Instagram adult ad audience, male | Published value 42.8% |
Market Brazil | Measure TikTok adult ad audience, female | Published value 41.4% |
Market Brazil | Measure TikTok adult ad audience, male | Published value 58.6% |
Market Brazil | Measure Instagram growth in ad reach, people | Published value +10.9 million |
Market Brazil | Measure Instagram growth in ad reach, people | Published value +10.9M |
Market Brazil | Measure Instagram growth in ad reach, percent | Published value +8.0% |
Market Brazil | Measure TikTok growth in ad reach, people | Published value +19.6 million |
Market Brazil | Measure TikTok growth in ad reach, people | Published value +19.6M |
Market Brazil | Measure TikTok growth in ad reach, percent | Published value +17.6% |
Market Brazil | Measure Facebook ad audience | Published value 109 million |
Market Brazil | Measure Facebook ad audience | Published value 109M |
Market Brazil | Measure LinkedIn ad audience | Published value 90.0 million |
Market Brazil | Measure LinkedIn ad audience | Published value 90.0M |
Market Brazil | Measure Messenger ad audience | Published value 46.9 million |
Market Brazil | Measure Messenger ad audience | Published value 46.9M |
Market Brazil | Measure Pinterest ad audience | Published value 42.2 million |
Market Brazil | Measure Pinterest ad audience | Published value 42.2M |
Market Brazil | Measure Reddit ad audience | Published value 19.9 million |
Market Brazil | Measure Reddit ad audience | Published value 19.9M |
Market Brazil | Measure Snapchat ad audience | Published value 6.00 million |
Market Brazil | Measure Snapchat ad audience | Published value 6.00M |
Market Brazil | Measure X ad audience | Published value 17.1 million |
Market Brazil | Measure X ad audience | Published value 17.1M |
Market Brazil | Measure YouTube ad audience | Published value 150 million |
Market Brazil | Measure YouTube ad audience | Published value 150M |
Market Brazil | Measure Social media user identities | Published value 150 million |
Market Brazil | Measure Social media user identities, share of the population | Published value 70.4% |
Market Brazil | Measure Instagram ad reach, share of adults | Published value 87.3% |
Market Brazil | Measure TikTok ad audience | Published value 131 million |
Market Brazil | Measure TikTok ad reach, share of adults | Published value 80.3% |
Market Brazil | Measure Share of the eight market Instagram total (TNS calculation) | Published value 51.1% |
Market Brazil | Measure Share of the eight market TikTok total (TNS calculation) | Published value 36.4% |
Market Chile | Measure Instagram ad audience | Published value 13.5 million |
Market Chile | Measure Instagram adult ad audience, female | Published value 52.1% |
Market Chile | Measure Instagram adult ad audience, male | Published value 45.3% |
Market Chile | Measure TikTok adult ad audience, female | Published value 45.8% |
Market Chile | Measure TikTok adult ad audience, male | Published value 54.2% |
Market Chile | Measure Instagram growth in ad reach, people | Published value +1.10 million |
Market Chile | Measure Instagram growth in ad reach, people | Published value +1.10M |
Market Chile | Measure Instagram growth in ad reach, percent | Published value +8.9% |
Market Chile | Measure TikTok growth in ad reach, people | Published value +2.29 million |
Market Chile | Measure TikTok growth in ad reach, people | Published value +2.29M |
Market Chile | Measure TikTok growth in ad reach, percent | Published value +16.4% |
Market Chile | Measure Facebook ad audience | Published value 13.1 million |
Market Chile | Measure Facebook ad audience | Published value 13.1M |
Market Chile | Measure LinkedIn ad audience | Published value 10.0 million |
Market Chile | Measure LinkedIn ad audience | Published value 10.0M |
Market Chile | Measure Messenger ad audience | Published value 7.45 million |
Market Chile | Measure Messenger ad audience | Published value 7.45M |
Market Chile | Measure Pinterest ad audience | Published value 5.36 million |
Market Chile | Measure Pinterest ad audience | Published value 5.36M |
Market Chile | Measure Reddit ad audience | Published value 2.80 million |
Market Chile | Measure Reddit ad audience | Published value 2.80M |
Market Chile | Measure Snapchat ad audience | Published value 645 thousand |
Market Chile | Measure Snapchat ad audience | Published value 645K |
Market Chile | Measure Threads ad audience | Published value 1.60 million |
Market Chile | Measure Threads ad audience | Published value 1.60M |
Market Chile | Measure X ad audience | Published value 3.25 million |
Market Chile | Measure X ad audience | Published value 3.25M |
Market Chile | Measure YouTube ad audience | Published value 14.9 million |
Market Chile | Measure YouTube ad audience | Published value 14.9M |
Market Chile | Measure Social media user identities | Published value 16.2 million |
Market Chile | Measure Social media user identities, share of the population | Published value 81.7% |
Market Chile | Measure Instagram ad reach, share of adults | Published value 83.6% |
Market Chile | Measure TikTok ad audience | Published value 16.2 million |
Market Chile | Measure TikTok ad reach, share of adults | Published value 102.5%* |
Market Chile | Measure Share of the eight market Instagram total (TNS calculation) | Published value 4.7% |
Market Chile | Measure Share of the eight market TikTok total (TNS calculation) | Published value 4.5% |
Market Colombia | Measure Instagram ad audience | Published value 21.6 million |
Market Colombia | Measure Instagram adult ad audience, female | Published value 55.0% |
Market Colombia | Measure Instagram adult ad audience, male | Published value 44.1% |
Market Colombia | Measure TikTok adult ad audience, female | Published value 43.0% |
Market Colombia | Measure TikTok adult ad audience, male | Published value 57.0% |
Market Colombia | Measure Instagram growth in ad reach, people | Published value +1.55 million |
Market Colombia | Measure Instagram growth in ad reach, people | Published value +1.55M |
Market Colombia | Measure Instagram growth in ad reach, percent | Published value +7.7% |
Market Colombia | Measure TikTok growth in ad reach, people | Published value +7.51 million |
Market Colombia | Measure TikTok growth in ad reach, people | Published value +7.51M |
Market Colombia | Measure TikTok growth in ad reach, percent | Published value +24.9% |
Market Colombia | Measure Facebook ad audience | Published value 36.4 million |
Market Colombia | Measure Facebook ad audience | Published value 36.4M |
Market Colombia | Measure LinkedIn ad audience | Published value 18.0 million |
Market Colombia | Measure LinkedIn ad audience | Published value 18.0M |
Market Colombia | Measure Messenger ad audience | Published value 18.0 million |
Market Colombia | Measure Messenger ad audience | Published value 18.0M |
Market Colombia | Measure Pinterest ad audience | Published value 10.9 million |
Market Colombia | Measure Pinterest ad audience | Published value 10.9M |
Market Colombia | Measure Reddit ad audience | Published value 2.35 million |
Market Colombia | Measure Reddit ad audience | Published value 2.35M |
Market Colombia | Measure Snapchat ad audience | Published value 4.16 million |
Market Colombia | Measure Snapchat ad audience | Published value 4.16M |
Market Colombia | Measure Threads ad audience | Published value 2.70 million |
Market Colombia | Measure Threads ad audience | Published value 2.70M |
Market Colombia | Measure X ad audience | Published value 5.04 million |
Market Colombia | Measure X ad audience | Published value 5.04M |
Market Colombia | Measure YouTube ad audience | Published value 31.0 million |
Market Colombia | Measure YouTube ad audience | Published value 31.0M |
Market Colombia | Measure Social media user identities | Published value 37.7 million |
Market Colombia | Measure Social media user identities, share of the population | Published value 70.4% |
Market Colombia | Measure Instagram ad reach, share of adults | Published value 52.3% |
Market Colombia | Measure TikTok ad audience | Published value 37.7 million |
Market Colombia | Measure TikTok ad reach, share of adults | Published value 93.0% |
Market Colombia | Measure Share of the eight market Instagram total (TNS calculation) | Published value 7.5% |
Market Colombia | Measure Share of the eight market TikTok total (TNS calculation) | Published value 10.5% |
Market Ecuador | Measure Instagram ad audience | Published value 7.00 million |
Market Ecuador | Measure Instagram adult ad audience, female | Published value 54.0% |
Market Ecuador | Measure Instagram adult ad audience, male | Published value 44.5% |
Market Ecuador | Measure TikTok adult ad audience, female | Published value 46.9% |
Market Ecuador | Measure TikTok adult ad audience, male | Published value 53.1% |
Market Ecuador | Measure Instagram growth in ad reach, people | Published value +450 thousand |
Market Ecuador | Measure Instagram growth in ad reach, people | Published value +450K |
Market Ecuador | Measure Instagram growth in ad reach, percent | Published value +6.9% |
Market Ecuador | Measure TikTok growth in ad reach, people | Published value +2.41 million |
Market Ecuador | Measure TikTok growth in ad reach, people | Published value +2.41M |
Market Ecuador | Measure TikTok growth in ad reach, percent | Published value +18.6% |
Market Ecuador | Measure Facebook ad audience | Published value 12.5 million |
Market Ecuador | Measure Facebook ad audience | Published value 12.5M |
Market Ecuador | Measure LinkedIn ad audience | Published value 5.80 million |
Market Ecuador | Measure LinkedIn ad audience | Published value 5.80M |
Market Ecuador | Measure Messenger ad audience | Published value 7.20 million |
Market Ecuador | Measure Messenger ad audience | Published value 7.20M |
Market Ecuador | Measure Reddit ad audience | Published value 708 thousand |
Market Ecuador | Measure Reddit ad audience | Published value 708K |
Market Ecuador | Measure Snapchat ad audience | Published value 1.91 million |
Market Ecuador | Measure Snapchat ad audience | Published value 1.91M |
Market Ecuador | Measure Threads ad audience | Published value 839 thousand |
Market Ecuador | Measure Threads ad audience | Published value 839K |
Market Ecuador | Measure X ad audience | Published value 1.69 million |
Market Ecuador | Measure X ad audience | Published value 1.69M |
Market Ecuador | Measure YouTube ad audience | Published value 11.5 million |
Market Ecuador | Measure YouTube ad audience | Published value 11.5M |
Market Ecuador | Measure Social media user identities | Published value 15.4 million* |
Market Ecuador | Measure Social media user identities, share of the population | Published value 84.0% |
Market Ecuador | Measure Instagram ad reach, share of adults | Published value 52.8% |
Market Ecuador | Measure TikTok ad audience | Published value 15.4 million |
Market Ecuador | Measure TikTok ad reach, share of adults | Published value 118.6%* |
Market Ecuador | Measure Share of the eight market Instagram total (TNS calculation) | Published value 2.4% |
Market Ecuador | Measure Share of the eight market TikTok total (TNS calculation) | Published value 4.3% |
Market Mexico | Measure Instagram ad audience | Published value 53.6 million |
Market Mexico | Measure Instagram adult ad audience, female | Published value 53.7% |
Market Mexico | Measure Instagram adult ad audience, male | Published value 46.3% |
Market Mexico | Measure TikTok adult ad audience, female | Published value 43.9% |
Market Mexico | Measure TikTok adult ad audience, male | Published value 56.1% |
Market Mexico | Measure Instagram growth in ad reach, people | Published value +6.45 million |
Market Mexico | Measure Instagram growth in ad reach, people | Published value +6.45M |
Market Mexico | Measure Instagram growth in ad reach, percent | Published value +13.7% |
Market Mexico | Measure TikTok growth in ad reach, people | Published value +17.9 million |
Market Mexico | Measure TikTok growth in ad reach, people | Published value +17.9M |
Market Mexico | Measure TikTok growth in ad reach, percent | Published value +22.0% |
Market Mexico | Measure Facebook ad audience | Published value 93.5 million |
Market Mexico | Measure Facebook ad audience | Published value 93.5M |
Market Mexico | Measure LinkedIn ad audience | Published value 29.0 million |
Market Mexico | Measure LinkedIn ad audience | Published value 29.0M |
Market Mexico | Measure Messenger ad audience | Published value 54.6 million |
Market Mexico | Measure Messenger ad audience | Published value 54.6M |
Market Mexico | Measure Pinterest ad audience | Published value 28.5 million |
Market Mexico | Measure Pinterest ad audience | Published value 28.5M |
Market Mexico | Measure Reddit ad audience | Published value 10.5 million |
Market Mexico | Measure Reddit ad audience | Published value 10.5M |
Market Mexico | Measure Snapchat ad audience | Published value 14.8 million |
Market Mexico | Measure Snapchat ad audience | Published value 14.8M |
Market Mexico | Measure Threads ad audience | Published value 7.40 million |
Market Mexico | Measure Threads ad audience | Published value 7.40M |
Market Mexico | Measure X ad audience | Published value 16.4 million |
Market Mexico | Measure X ad audience | Published value 16.4M |
Market Mexico | Measure YouTube ad audience | Published value 85.0 million |
Market Mexico | Measure YouTube ad audience | Published value 85.0M |
Market Mexico | Measure Social media user identities | Published value 99.0 million |
Market Mexico | Measure Social media user identities, share of the population | Published value 74.9% |
Market Mexico | Measure Instagram ad reach, share of adults | Published value 55.1% |
Market Mexico | Measure TikTok ad audience | Published value 99.0 million |
Market Mexico | Measure TikTok ad reach, share of adults | Published value 105.7%* |
Market Mexico | Measure Share of the eight market Instagram total (TNS calculation) | Published value 18.6% |
Market Mexico | Measure Share of the eight market TikTok total (TNS calculation) | Published value 27.5% |
Market Panama | Measure Instagram ad audience | Published value 2.70 million |
Market Panama | Measure Instagram adult ad audience, female | Published value 50.9% |
Market Panama | Measure Instagram adult ad audience, male | Published value 49.1% |
Market Panama | Measure TikTok adult ad audience, female | Published value 45.5% |
Market Panama | Measure TikTok adult ad audience, male | Published value 54.5% |
Market Panama | Measure Instagram growth in ad reach, people | Published value +200 thousand |
Market Panama | Measure Instagram growth in ad reach, people | Published value +200K |
Market Panama | Measure Instagram growth in ad reach, percent | Published value +8.0% |
Market Panama | Measure TikTok growth in ad reach, people | Published value +475 thousand |
Market Panama | Measure TikTok growth in ad reach, people | Published value +475K |
Market Panama | Measure TikTok growth in ad reach, percent | Published value +17.6% |
Market Panama | Measure Facebook ad audience | Published value 2.00 million |
Market Panama | Measure Facebook ad audience | Published value 2.00M |
Market Panama | Measure LinkedIn ad audience | Published value 1.60 million |
Market Panama | Measure LinkedIn ad audience | Published value 1.60M |
Market Panama | Measure Messenger ad audience | Published value 781 thousand |
Market Panama | Measure Messenger ad audience | Published value 781K |
Market Panama | Measure Reddit ad audience | Published value 396 thousand |
Market Panama | Measure Reddit ad audience | Published value 396K |
Market Panama | Measure X ad audience | Published value 512 thousand |
Market Panama | Measure X ad audience | Published value 512K |
Market Panama | Measure YouTube ad audience | Published value 2.73 million |
Market Panama | Measure YouTube ad audience | Published value 2.73M |
Market Panama | Measure Social media user identities | Published value 3.18 million |
Market Panama | Measure Social media user identities, share of the population | Published value 69.3% |
Market Panama | Measure Instagram ad reach, share of adults | Published value 80.3% |
Market Panama | Measure TikTok ad audience | Published value 3.18 million |
Market Panama | Measure TikTok ad reach, share of adults | Published value 98.1% |
Market Panama | Measure Share of the eight market Instagram total (TNS calculation) | Published value 0.9% |
Market Panama | Measure Share of the eight market TikTok total (TNS calculation) | Published value 0.9% |
Market Peru | Measure Instagram ad audience | Published value 11.3 million |
Market Peru | Measure Instagram adult ad audience, female | Published value 51.4% |
Market Peru | Measure Instagram adult ad audience, male | Published value 48.6% |
Market Peru | Measure TikTok adult ad audience, female | Published value 45.1% |
Market Peru | Measure TikTok adult ad audience, male | Published value 54.9% |
Market Peru | Measure Instagram growth in ad reach, people | Published value +1.10 million |
Market Peru | Measure Instagram growth in ad reach, people | Published value +1.10M |
Market Peru | Measure Instagram growth in ad reach, percent | Published value +10.8% |
Market Peru | Measure TikTok growth in ad reach, people | Published value +5.20 million |
Market Peru | Measure TikTok growth in ad reach, people | Published value +5.20M |
Market Peru | Measure TikTok growth in ad reach, percent | Published value +22.5% |
Market Peru | Measure Facebook ad audience | Published value 24.7 million |
Market Peru | Measure Facebook ad audience | Published value 24.7M |
Market Peru | Measure LinkedIn ad audience | Published value 12.0 million |
Market Peru | Measure LinkedIn ad audience | Published value 12.0M |
Market Peru | Measure Messenger ad audience | Published value 10.9 million |
Market Peru | Measure Messenger ad audience | Published value 10.9M |
Market Peru | Measure Reddit ad audience | Published value 1.70 million |
Market Peru | Measure Reddit ad audience | Published value 1.70M |
Market Peru | Measure Snapchat ad audience | Published value 2.35 million |
Market Peru | Measure Snapchat ad audience | Published value 2.35M |
Market Peru | Measure Threads ad audience | Published value 999 thousand |
Market Peru | Measure Threads ad audience | Published value 999K |
Market Peru | Measure X ad audience | Published value 2.08 million |
Market Peru | Measure X ad audience | Published value 2.08M |
Market Peru | Measure YouTube ad audience | Published value 21.7 million |
Market Peru | Measure YouTube ad audience | Published value 21.7M |
Market Peru | Measure Social media user identities | Published value 28.3 million |
Market Peru | Measure Social media user identities, share of the population | Published value 81.6% |
Market Peru | Measure Instagram ad reach, share of adults | Published value 44.4% |
Market Peru | Measure TikTok ad audience | Published value 28.3 million |
Market Peru | Measure TikTok ad reach, share of adults | Published value 114.2%* |
Market Peru | Measure Share of the eight market Instagram total (TNS calculation) | Published value 3.9% |
Market Peru | Measure Share of the eight market TikTok total (TNS calculation) | Published value 7.9% |
Market Across the markets | Measure Brazil's share of the Instagram total, TNS calculation | Published value 51% |
Market Across the markets | Measure Markets where TikTok reaches a larger share of adults, TNS count | Published value six of the eight |
Market Across the markets | Measure Instagram ad audience, TNS sum | Published value 288M |
Market Across the markets | Measure TikTok ad audience, TNS sum | Published value 360M |
Source: DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), retrieved 15 October 2026. Totals, shares and the count of markets: TNS calculation from the same reports. Ad audiences are advertising reach estimates, not monthly active users or unique people. Full references and links in Methodology.
Brazil: half of Instagram's audience. 51.1% of the eight market Instagram total is in Brazil, where the Instagram ad audience is 147 million (ages 13+) and the TikTok ad audience 131 million (adults 18+). Mexico comes second on both platforms, with 53.6 million on Instagram and 99.0 million on TikTok. Panama, the smallest market, has 2.70 million and 3.18 million.
Brazil also holds 36.4% of the TikTok total, and Mexico holds 18.6% of Instagram's and 27.5% of TikTok's. These shares are a TNS calculation: each market's audience divided by the sum of the eight.
| Market | Instagram ad audience (ages 13+) | Share of the eight market Instagram total | TikTok ad audience (adults 18+) | Share of the eight market TikTok total |
|---|---|---|---|---|
Market Brazil | Instagram ad audience (ages 13+) 147 million | Share of the eight market Instagram total 51.1% | TikTok ad audience (adults 18+) 131 million | Share of the eight market TikTok total 36.4% |
Market Mexico | Instagram ad audience (ages 13+) 53.6 million | Share of the eight market Instagram total 18.6% | TikTok ad audience (adults 18+) 99.0 million | Share of the eight market TikTok total 27.5% |
Market Argentina | Instagram ad audience (ages 13+) 31.1 million | Share of the eight market Instagram total 10.8% | TikTok ad audience (adults 18+) 29.2 million | Share of the eight market TikTok total 8.1% |
Market Colombia | Instagram ad audience (ages 13+) 21.6 million | Share of the eight market Instagram total 7.5% | TikTok ad audience (adults 18+) 37.7 million | Share of the eight market TikTok total 10.5% |
Market Chile | Instagram ad audience (ages 13+) 13.5 million | Share of the eight market Instagram total 4.7% | TikTok ad audience (adults 18+) 16.2 million | Share of the eight market TikTok total 4.5% |
Market Peru | Instagram ad audience (ages 13+) 11.3 million | Share of the eight market Instagram total 3.9% | TikTok ad audience (adults 18+) 28.3 million | Share of the eight market TikTok total 7.9% |
Market Ecuador | Instagram ad audience (ages 13+) 7.00 million | Share of the eight market Instagram total 2.4% | TikTok ad audience (adults 18+) 15.4 million | Share of the eight market TikTok total 4.3% |
Market Panama | Instagram ad audience (ages 13+) 2.70 million | Share of the eight market Instagram total 0.9% | TikTok ad audience (adults 18+) 3.18 million | Share of the eight market TikTok total 0.9% |
Source: DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), retrieved 15 October 2026. Shares: TNS calculation from the same reports; shown to one decimal place, so they may not add up to exactly 100. Ad audiences are advertising reach estimates, not monthly active users or unique people.
The like for like comparison: reach among adults
The fairest way to compare the two platforms is the share of adults (18+) each one's ads can reach, because DataReportal publishes both figures on that same base. By that measure, TikTok ads reach a larger share of adults than Instagram ads in six of the eight markets: Chile, Colombia, Ecuador, Mexico, Panama and Peru. In Argentina and Brazil, Instagram's ad reach among adults is higher.
| Market | Instagram ad reach, share of adults 18+ | TikTok ad reach, share of adults 18+ |
|---|---|---|
Market Brazil | Instagram ad reach, share of adults 18+ 87.3% | TikTok ad reach, share of adults 18+ 80.3% |
Market Mexico | Instagram ad reach, share of adults 18+ 55.1% | TikTok ad reach, share of adults 18+ 105.7%* |
Market Argentina | Instagram ad reach, share of adults 18+ 87.4% | TikTok ad reach, share of adults 18+ 85.8% |
Market Colombia | Instagram ad reach, share of adults 18+ 52.3% | TikTok ad reach, share of adults 18+ 93.0% |
Market Chile | Instagram ad reach, share of adults 18+ 83.6% | TikTok ad reach, share of adults 18+ 102.5%* |
Market Peru | Instagram ad reach, share of adults 18+ 44.4% | TikTok ad reach, share of adults 18+ 114.2%* |
Market Ecuador | Instagram ad reach, share of adults 18+ 52.8% | TikTok ad reach, share of adults 18+ 118.6%* |
Market Panama | Instagram ad reach, share of adults 18+ 80.3% | TikTok ad reach, share of adults 18+ 98.1% |
Source: DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), end of 2025, retrieved 15 October 2026. * The source flags values above 100% of adults; we show them as published, never capped or corrected. Ad reach estimates are not counts of unique people.
The gap can be wide. 114.2% of adults is TikTok's ad reach in Peru, a value the source flags, against 44.4% for Instagram; in Colombia, 93.0% against 52.3% (DataReportal, end of 2025, adults 18+).
A secondary comparison of the raw audience counts, which mixes different age floors (TikTok 18+, Instagram 13+), is in the full study PDF. Read the full study
Who is in the audience: the gender split
Instagram's adult ad audience leans female in all eight markets, and TikTok's leans male in all eight (DataReportal, late 2025). In Brazil, 57.1% of Instagram's adult ad audience is female, while 58.6% of TikTok's is male. Panama is the most even on Instagram, at 50.9% female and 49.1% male.
Brazil: Instagram, female
57.1%
Brazil: TikTok, male
58.6%
Panama: Instagram, female
50.9%
Panama: Instagram, male
49.1%
See the numbers
Brazil: Instagram, female Brazil: Instagram, female | Brazil: Instagram, female 57.1% |
|---|---|
Brazil: TikTok, male Brazil: TikTok, male | Brazil: TikTok, male 58.6% |
Panama: Instagram, female Panama: Instagram, female | Panama: Instagram, female 50.9% |
Panama: Instagram, male Panama: Instagram, male | Panama: Instagram, male 49.1% |
The split for every market is in the chart's "See the numbers" table and in the full study PDF. Read the full study
Source, for all eight markets: DataReportal, Digital 2026 country reports, late 2025. The source publishes female and male shares only; it does not report other genders. These are shares of each platform's adult (18+) ad audience in each market. They say nothing about who creates content or who buys. In Argentina, Brazil, Chile, Colombia and Ecuador, Instagram's female and male shares do not add up to exactly 100 in the source; the gap is the part the source does not assign, and we show the figures as published.
Size is one measure; speed is another.
05 The growth race
Is TikTok growing faster than Instagram in Latin America?
In ad reach, yes: TikTok's grew faster than Instagram's in all eight markets over one year, adding about 61.3 million against about 24.6 million for Instagram (TNS sums of DataReportal figures).
The two platforms report different periods and age bases, so read the totals as a direction, not a precise comparison.
Choose a growth measure
Choose a market
Brazil
TikTok's ad reach grew 2.2 times as fast as Instagram's.
TikTok +17.6% +19.6M in ad reach, end of 2024 to late 2025, adults 18+
Instagram +8.0% +10.9M in ad reach, October 2024 to October 2025, ages 13+
Mexico
TikTok's ad reach grew 1.6 times as fast as Instagram's.
TikTok +22.0% +17.9M in ad reach, end of 2024 to late 2025, adults 18+
Instagram +13.7% +6.45M in ad reach, October 2024 to October 2025, ages 13+
Argentina
TikTok's ad reach grew 2.6 times as fast as Instagram's.
TikTok +25.3% +5.90M in ad reach, end of 2024 to late 2025, adults 18+
Instagram +9.9% +2.80M in ad reach, October 2024 to October 2025, ages 13+
Colombia
TikTok's ad reach grew 3.2 times as fast as Instagram's.
TikTok +24.9% +7.51M in ad reach, end of 2024 to late 2025, adults 18+
Instagram +7.7% +1.55M in ad reach, October 2024 to October 2025, ages 13+
Chile
TikTok's ad reach grew 1.8 times as fast as Instagram's.
TikTok +16.4% +2.29M in ad reach, end of 2024 to late 2025, adults 18+
Instagram +8.9% +1.10M in ad reach, October 2024 to October 2025, ages 13+
Peru
TikTok's ad reach grew 2.1 times as fast as Instagram's.
TikTok +22.5% +5.20M in ad reach, end of 2024 to late 2025, adults 18+
Instagram +10.8% +1.10M in ad reach, October 2024 to October 2025, ages 13+
Ecuador
TikTok's ad reach grew 2.7 times as fast as Instagram's.
TikTok +18.6% +2.41M in ad reach, end of 2024 to late 2025, adults 18+
Instagram +6.9% +450K in ad reach, October 2024 to October 2025, ages 13+
Panama
TikTok's ad reach grew 2.2 times as fast as Instagram's.
TikTok +17.6% +475K in ad reach, end of 2024 to late 2025, adults 18+
Instagram +8.0% +200K in ad reach, October 2024 to October 2025, ages 13+
See the numbers
| Market | Measure | Published value |
|---|---|---|
Market Argentina | Measure Instagram growth in ad reach, people | Published value +2.80 million |
Market Argentina | Measure Instagram growth in ad reach, people | Published value +2.80M |
Market Argentina | Measure Instagram growth in ad reach, percent | Published value +9.9% |
Market Argentina | Measure TikTok growth in ad reach, people | Published value +5.90 million |
Market Argentina | Measure TikTok growth in ad reach, people | Published value +5.90M |
Market Argentina | Measure TikTok growth in ad reach, percent | Published value +25.3% |
Market Brazil | Measure Instagram growth in ad reach, people | Published value +10.9 million |
Market Brazil | Measure Instagram growth in ad reach, people | Published value +10.9M |
Market Brazil | Measure Instagram growth in ad reach, percent | Published value +8.0% |
Market Brazil | Measure TikTok growth in ad reach, people | Published value +19.6 million |
Market Brazil | Measure TikTok growth in ad reach, people | Published value +19.6M |
Market Brazil | Measure TikTok growth in ad reach, percent | Published value +17.6% |
Market Chile | Measure Instagram growth in ad reach, people | Published value +1.10 million |
Market Chile | Measure Instagram growth in ad reach, people | Published value +1.10M |
Market Chile | Measure Instagram growth in ad reach, percent | Published value +8.9% |
Market Chile | Measure TikTok growth in ad reach, people | Published value +2.29 million |
Market Chile | Measure TikTok growth in ad reach, people | Published value +2.29M |
Market Chile | Measure TikTok growth in ad reach, percent | Published value +16.4% |
Market Colombia | Measure Instagram growth in ad reach, people | Published value +1.55 million |
Market Colombia | Measure Instagram growth in ad reach, people | Published value +1.55M |
Market Colombia | Measure Instagram growth in ad reach, percent | Published value +7.7% |
Market Colombia | Measure TikTok growth in ad reach, people | Published value +7.51 million |
Market Colombia | Measure TikTok growth in ad reach, people | Published value +7.51M |
Market Colombia | Measure TikTok growth in ad reach, percent | Published value +24.9% |
Market Ecuador | Measure Instagram growth in ad reach, people | Published value +450 thousand |
Market Ecuador | Measure Instagram growth in ad reach, people | Published value +450K |
Market Ecuador | Measure Instagram growth in ad reach, percent | Published value +6.9% |
Market Ecuador | Measure TikTok growth in ad reach, people | Published value +2.41 million |
Market Ecuador | Measure TikTok growth in ad reach, people | Published value +2.41M |
Market Ecuador | Measure TikTok growth in ad reach, percent | Published value +18.6% |
Market Mexico | Measure Instagram growth in ad reach, people | Published value +6.45 million |
Market Mexico | Measure Instagram growth in ad reach, people | Published value +6.45M |
Market Mexico | Measure Instagram growth in ad reach, percent | Published value +13.7% |
Market Mexico | Measure TikTok growth in ad reach, people | Published value +17.9 million |
Market Mexico | Measure TikTok growth in ad reach, people | Published value +17.9M |
Market Mexico | Measure TikTok growth in ad reach, percent | Published value +22.0% |
Market Panama | Measure Instagram growth in ad reach, people | Published value +200 thousand |
Market Panama | Measure Instagram growth in ad reach, people | Published value +200K |
Market Panama | Measure Instagram growth in ad reach, percent | Published value +8.0% |
Market Panama | Measure TikTok growth in ad reach, people | Published value +475 thousand |
Market Panama | Measure TikTok growth in ad reach, people | Published value +475K |
Market Panama | Measure TikTok growth in ad reach, percent | Published value +17.6% |
Market Peru | Measure Instagram growth in ad reach, people | Published value +1.10 million |
Market Peru | Measure Instagram growth in ad reach, people | Published value +1.10M |
Market Peru | Measure Instagram growth in ad reach, percent | Published value +10.8% |
Market Peru | Measure TikTok growth in ad reach, people | Published value +5.20 million |
Market Peru | Measure TikTok growth in ad reach, people | Published value +5.20M |
Market Peru | Measure TikTok growth in ad reach, percent | Published value +22.5% |
Market Across the markets | Measure Instagram reach added, TNS sum | Published value about 24.6 million |
Market Across the markets | Measure TikTok reach added, TNS sum | Published value about 61.3 million |
Market Argentina | Measure TikTok growth rate compared with Instagram's, TNS calculation | Published value 2.6 times as fast |
Market Brazil | Measure TikTok growth rate compared with Instagram's, TNS calculation | Published value 2.2 times as fast |
Market Chile | Measure TikTok growth rate compared with Instagram's, TNS calculation | Published value 1.8 times as fast |
Market Colombia | Measure TikTok growth rate compared with Instagram's, TNS calculation | Published value 3.2 times as fast |
Market Ecuador | Measure TikTok growth rate compared with Instagram's, TNS calculation | Published value 2.7 times as fast |
Market Mexico | Measure TikTok growth rate compared with Instagram's, TNS calculation | Published value 1.6 times as fast |
Market Panama | Measure TikTok growth rate compared with Instagram's, TNS calculation | Published value 2.2 times as fast |
Market Peru | Measure TikTok growth rate compared with Instagram's, TNS calculation | Published value 2.1 times as fast |
The two platforms report different periods (TikTok: end of 2024 to late 2025; Instagram: October 2024 to October 2025) and different age bases (Instagram ages 13+, TikTok adults 18+). Changes in ad reach may also reflect changes to the platforms' audience tools, not only new users. "Times as fast" and the eight market totals are TNS calculations from the published figures. Ad audiences are advertising reach estimates, not monthly active users or unique people. Source: DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), retrieved 15 October 2026. Full references and links in Methodology.
Colombia: about 3.2 times as fast. +24.9% was TikTok's ad reach growth in Colombia, against +7.7% for Instagram; in Argentina, +25.3% against +9.9%. "Times as fast" is a TNS calculation from DataReportal figures.
The change for every market, with each platform's period, is in the chart's "See the numbers" table and in the full study PDF. Read the full study
Source: DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), retrieved 15 October 2026. Each platform reports its own period (Instagram: October 2024 to October 2025; TikTok: end of 2024 to late 2025). A change in ad reach can reflect changes to the platforms' audience tools, not only people joining.
Reach is not the same as habit
31% of Brazilian internet users aged 16+ say they use Instagram "practically all the time", against 18% for TikTok (Cetic.br survey). How often people say they use an app is a different measure from ad reach, and in Brazil it points the other way. In the same survey, 28% say they use Instagram several times a day and 14% at least once a day; for TikTok the figures are 20% and 12%. Instagram is ahead of TikTok in all three frequency bands.
Read together: DataReportal's figures show TikTok's ad reach growing faster than Instagram's in all eight markets, while more Brazilian internet users say they use Instagram often than say so of TikTok. This is a TNS reading of two different measures. One is growth in platform ad reach across eight markets (Instagram 13+, TikTok 18+, different periods; DataReportal). The other is how often people say they use each app, in Brazil only, among internet users aged 16+, with fieldwork in August to September 2025 (Cetic.br, Painel TIC Integridade da Informação, released 10 April 2026, 5,250 users). Ad reach is not a count of users, and the three frequency bands should not be added into one total.
How the region came online, 2015 to 2024
Choose a view
Argentina
Share of people using the internet (% of population), ITU:
Brazil
Share of people using the internet (% of population), ITU:
2020
The series has breaks: Mexico's value falls in 2017 (to 53.0%, while INEGI's own survey printed 63.9% of people aged 6+ for that year), and Brazil's and Ecuador's jump in 2020, the first year of the pandemic, when Cetic.br's household survey for Brazil was run by telephone.
Chile
Share of people using the internet (% of population), ITU:
Colombia
Share of people using the internet (% of population), ITU:
Ecuador
Share of people using the internet (% of population), ITU:
2020
The series has breaks: Mexico's value falls in 2017 (to 53.0%, while INEGI's own survey printed 63.9% of people aged 6+ for that year), and Brazil's and Ecuador's jump in 2020, the first year of the pandemic, when Cetic.br's household survey for Brazil was run by telephone.
Mexico
Share of people using the internet (% of population), ITU:
2017
The series has breaks: Mexico's value falls in 2017 (to 53.0%, while INEGI's own survey printed 63.9% of people aged 6+ for that year), and Brazil's and Ecuador's jump in 2020, the first year of the pandemic, when Cetic.br's household survey for Brazil was run by telephone.
Panama
Share of people using the internet (% of population), ITU:
Peru
Share of people using the internet (% of population), ITU:
Brazil
Brazil: a level share on social networks.
2020
Source: Cetic.br, TIC Domicílios 2016 to 2024, table C5 ("Usou redes sociais"), a share of internet users aged 10+, not of all Brazilians. The 2020 edition used an adapted method during the pandemic, with telephone interviews, so read that year with care. A different survey and question from the Cetic.br panel earlier in this chapter.
See the numbers
| Market | Measure | Published value |
|---|---|---|
Market Brazil | Measure 2016 | Published value 78% |
Market Brazil | Measure 2017 | Published value 77% |
Market Brazil | Measure 2018 | Published value 75% |
Market Brazil | Measure 2019 | Published value 76% |
Market Brazil | Measure 2020 | Published value 72% |
Market Brazil | Measure 2021 | Published value 81% |
Market Brazil | Measure 2022 | Published value 80% |
Market Brazil | Measure 2023 | Published value 80% |
Market Brazil | Measure 2024 | Published value 81% |
Argentina
Share of people using the internet (% of population), ITU:
Brazil
Share of people using the internet (% of population), ITU:
2020
The series has breaks: Mexico's value falls in 2017 (to 53.0%, while INEGI's own survey printed 63.9% of people aged 6+ for that year), and Brazil's and Ecuador's jump in 2020, the first year of the pandemic, when Cetic.br's household survey for Brazil was run by telephone.
Chile
Share of people using the internet (% of population), ITU:
Colombia
Share of people using the internet (% of population), ITU:
Ecuador
Share of people using the internet (% of population), ITU:
2020
The series has breaks: Mexico's value falls in 2017 (to 53.0%, while INEGI's own survey printed 63.9% of people aged 6+ for that year), and Brazil's and Ecuador's jump in 2020, the first year of the pandemic, when Cetic.br's household survey for Brazil was run by telephone.
Mexico
Share of people using the internet (% of population), ITU:
2017
The series has breaks: Mexico's value falls in 2017 (to 53.0%, while INEGI's own survey printed 63.9% of people aged 6+ for that year), and Brazil's and Ecuador's jump in 2020, the first year of the pandemic, when Cetic.br's household survey for Brazil was run by telephone.
Panama
Share of people using the internet (% of population), ITU:
Peru
Share of people using the internet (% of population), ITU:
Internet use, not social media use
Source: ITU, individuals using the Internet (% of population), from the ITU World Telecommunication/ICT Indicators Database as published by the World Bank (indicator IT.NET.USER.ZS; database updated 8 October 2026), retrieved 21 October 2026. Rounded to one decimal place by TNS; markets in alphabetical order, not ranked; the database has no 2025 values yet. This is internet use, not social media use. ITU draws on national surveys and its own estimates, so these figures are not a separate check on the national figures in chapter 01. The series has breaks: Mexico's value falls in 2017 (to 53.0%, while INEGI's own survey printed 63.9% of people aged 6+ for that year), and Brazil's and Ecuador's jump in 2020, the first year of the pandemic, when Cetic.br's household survey for Brazil was run by telephone.
See the numbers
| Market | Measure | Published value |
|---|---|---|
Market Argentina | Measure 2015 | Published value 68.0 |
Market Argentina | Measure 2016 | Published value 71.0 |
Market Argentina | Measure 2017 | Published value 74.3 |
Market Argentina | Measure 2018 | Published value 77.7 |
Market Argentina | Measure 2019 | Published value 79.9 |
Market Argentina | Measure 2020 | Published value 85.5 |
Market Argentina | Measure 2021 | Published value 87.2 |
Market Argentina | Measure 2022 | Published value 88.4 |
Market Argentina | Measure 2023 | Published value 89.2 |
Market Argentina | Measure 2024 | Published value 89.7 |
Market Brazil | Measure 2015 | Published value 58.3 |
Market Brazil | Measure 2016 | Published value 60.9 |
Market Brazil | Measure 2017 | Published value 67.5 |
Market Brazil | Measure 2018 | Published value 70.4 |
Market Brazil | Measure 2019 | Published value 73.9 |
Market Brazil | Measure 2020 | Published value 81.3 |
Market Brazil | Measure 2021 | Published value 80.7 |
Market Brazil | Measure 2022 | Published value 80.5 |
Market Brazil | Measure 2023 | Published value 84.2 |
Market Brazil | Measure 2024 | Published value 84.5 |
Market Chile | Measure 2015 | Published value 76.6 |
Market Chile | Measure 2016 | Published value 83.6 |
Market Chile | Measure 2017 | Published value 82.3 |
Market Chile | Measure 2018 | Published value 84.9 |
Market Chile | Measure 2019 | Published value 85.0 |
Market Chile | Measure 2020 | Published value 87.5 |
Market Chile | Measure 2021 | Published value 90.2 |
Market Chile | Measure 2022 | Published value 92.3 |
Market Chile | Measure 2023 | Published value 94.5 |
Market Chile | Measure 2024 | Published value 95.6 |
Market Colombia | Measure 2015 | Published value 55.9 |
Market Colombia | Measure 2016 | Published value 58.1 |
Market Colombia | Measure 2017 | Published value 62.3 |
Market Colombia | Measure 2018 | Published value 64.1 |
Market Colombia | Measure 2019 | Published value 65.0 |
Market Colombia | Measure 2020 | Published value 69.8 |
Market Colombia | Measure 2021 | Published value 73.0 |
Market Colombia | Measure 2022 | Published value 72.8 |
Market Colombia | Measure 2023 | Published value 77.3 |
Market Colombia | Measure 2024 | Published value 79.3 |
Market Ecuador | Measure 2015 | Published value 48.9 |
Market Ecuador | Measure 2016 | Published value 54.1 |
Market Ecuador | Measure 2017 | Published value 55.8 |
Market Ecuador | Measure 2018 | Published value 57.5 |
Market Ecuador | Measure 2019 | Published value 59.2 |
Market Ecuador | Measure 2020 | Published value 70.7 |
Market Ecuador | Measure 2021 | Published value 69.1 |
Market Ecuador | Measure 2022 | Published value 69.7 |
Market Ecuador | Measure 2023 | Published value 72.7 |
Market Ecuador | Measure 2024 | Published value 77.2 |
Market Mexico | Measure 2015 | Published value 57.4 |
Market Mexico | Measure 2016 | Published value 59.5 |
Market Mexico | Measure 2017 | Published value 53.0 |
Market Mexico | Measure 2018 | Published value 56.7 |
Market Mexico | Measure 2019 | Published value 69.6 |
Market Mexico | Measure 2020 | Published value 71.5 |
Market Mexico | Measure 2021 | Published value 75.6 |
Market Mexico | Measure 2022 | Published value 78.6 |
Market Mexico | Measure 2023 | Published value 81.2 |
Market Mexico | Measure 2024 | Published value 83.1 |
Market Panama | Measure 2015 | Published value 51.2 |
Market Panama | Measure 2016 | Published value 54.0 |
Market Panama | Measure 2017 | Published value 60.0 |
Market Panama | Measure 2018 | Published value 61.8 |
Market Panama | Measure 2019 | Published value 63.6 |
Market Panama | Measure 2020 | Published value 64.8 |
Market Panama | Measure 2021 | Published value 66.0 |
Market Panama | Measure 2022 | Published value 67.3 |
Market Panama | Measure 2023 | Published value 68.5 |
Market Panama | Measure 2024 | Published value 72.8 |
Market Peru | Measure 2015 | Published value 40.9 |
Market Peru | Measure 2016 | Published value 45.5 |
Market Peru | Measure 2017 | Published value 50.5 |
Market Peru | Measure 2018 | Published value 55.1 |
Market Peru | Measure 2019 | Published value 60.0 |
Market Peru | Measure 2020 | Published value 65.3 |
Market Peru | Measure 2021 | Published value 71.1 |
Market Peru | Measure 2022 | Published value 74.7 |
Market Peru | Measure 2023 | Published value 79.5 |
Market Peru | Measure 2024 | Published value 82.0 |
In ITU figures, internet use rose in all eight markets over ten years, and in most of them it rose fastest up to about 2020. In seven of the eight markets the average yearly rise was larger from 2015 to 2020 than from 2020 to 2024; Mexico is the exception (TNS calculation in percentage points, with 2020 as the dividing year; Brazil's and Ecuador's 2020 values carry a break, so read the split as approximate).
Every year's figure for every market is in the chart's "See the numbers" table and in the full study PDF. Read the full study
Source: ITU, individuals using the Internet (% of population), from the ITU World Telecommunication/ICT Indicators Database as published by the World Bank (indicator IT.NET.USER.ZS; database updated 8 October 2026), retrieved 21 October 2026. Rounded to one decimal place by TNS; markets in alphabetical order, not ranked; the database has no 2025 values yet. This is internet use, not social media use. ITU draws on national surveys and its own estimates, so these figures are not a separate check on the national figures in chapter 01. The series has breaks: Mexico's value falls in 2017 (to 53.0%, while INEGI's own survey printed 63.9% of people aged 6+ for that year), and Brazil's and Ecuador's jump in 2020, the first year of the pandemic, when Cetic.br's household survey for Brazil was run by telephone.
Brazil: a level share on social networks. 81% of Brazilian internet users aged 10+ used social networks in 2024, and the share has stayed between 75% and 81% in every year since 2016 except 2020, when it was 72%. Source: Cetic.br, TIC Domicílios 2016 to 2024, table C5 ("Usou redes sociais"), a share of internet users aged 10+, not of all Brazilians. The 2020 edition used an adapted method during the pandemic, with telephone interviews, so read that year with care. A different survey and question from the Cetic.br panel earlier in this chapter.
Instagram and TikTok, edition by edition.
Each yearly edition of DataReportal's reports states its own one year change in Instagram's and TikTok's ad reach. In Digital 2023, Instagram's fell in all eight markets; in Digital 2024 it grew in all eight; in Digital 2025 it grew in six and fell in Chile and Ecuador (-0.8% in each, both marked with the source's asterisk). TikTok's grew in every market with a stated change in Digital 2023 (six markets) and Digital 2024 (seven), and in Digital 2025 in every market but Brazil, where it fell 6.9%, also with an asterisk. The Digital 2026 changes are the ones at the top of this chapter.
Choose a market
Choose a platform
Argentina
Argentina
TikTok
Brazil
Brazil
TikTok
Chile
Chile
TikTok
Colombia
Colombia
TikTok
Ecuador
Ecuador
TikTok
Mexico
Mexico
TikTok
Panama
Panama
TikTok
Peru
Peru
TikTok
We never chain them, add them or draw them as one line, because DataReportal asks readers to "avoid calculating values for change over time by referencing data published in our previous reports and articles" (Digital 2026).
See the numbers
| Market | Measure | Published value |
|---|---|---|
Market Argentina Instagram | Measure Digital 2023 2022 to 2023 | Published value -5.3% |
Market Argentina Instagram | Measure Digital 2024 January 2023 to January 2024 | Published value +19.0% |
Market Argentina Instagram | Measure Digital 2025 January 2024 to January 2025 | Published value +3.8% |
Market Argentina Instagram | Measure Digital 2026 October 2024 to October 2025 | Published value +9.9% |
Market Argentina TikTok | Measure Digital 2023 the start of 2022 to early 2023 | Published value +43.1% |
Market Argentina TikTok | Measure Digital 2024 the start of 2023 to early 2024 | Published value +31.1% |
Market Argentina TikTok | Measure Digital 2025 the beginning of 2024 to early 2025 | Published value +14.7% |
Market Argentina TikTok | Measure Digital 2026 end of 2024 to late 2025 | Published value +25.3% |
Market Brazil Instagram | Measure Digital 2023 2022 to 2023 | Published value -5.0% |
Market Brazil Instagram | Measure Digital 2024 January 2023 to January 2024 | Published value +18.6% |
Market Brazil Instagram | Measure Digital 2025 January 2024 to January 2025 | Published value +4.5% |
Market Brazil Instagram | Measure Digital 2026 October 2024 to October 2025 | Published value +8.0% |
Market Brazil TikTok | Measure Digital 2023 the start of 2022 to early 2023 | Published value +11.0% |
Market Brazil TikTok | Measure Digital 2024 the start of 2023 to early 2024 | Published value +19.9% |
Market Brazil TikTok | Measure Digital 2025 the beginning of 2024 to early 2025 | Published value -6.9%* |
Market Brazil TikTok | Measure Digital 2026 end of 2024 to late 2025 | Published value +17.6% |
Market Chile Instagram | Measure Digital 2023 2022 to 2023 | Published value -6.0% |
Market Chile Instagram | Measure Digital 2024 January 2023 to January 2024 | Published value +18.3% |
Market Chile Instagram | Measure Digital 2025 January 2024 to January 2025 | Published value -0.8%* |
Market Chile Instagram | Measure Digital 2026 October 2024 to October 2025 | Published value +8.9% |
Market Chile TikTok | Measure Digital 2023 the start of 2022 to early 2023 | Published value +31.6% |
Market Chile TikTok | Measure Digital 2024 the start of 2023 to early 2024 | Published value +22.2% |
Market Chile TikTok | Measure Digital 2025 the beginning of 2024 to early 2025 | Published value +5.9% |
Market Chile TikTok | Measure Digital 2026 end of 2024 to late 2025 | Published value +16.4% |
Market Colombia Instagram | Measure Digital 2023 2022 to 2023 | Published value -3.0% |
Market Colombia Instagram | Measure Digital 2024 January 2023 to January 2024 | Published value +13.0% |
Market Colombia Instagram | Measure Digital 2025 January 2024 to January 2025 | Published value +1.7% |
Market Colombia Instagram | Measure Digital 2026 October 2024 to October 2025 | Published value +7.7% |
Market Colombia TikTok | Measure Digital 2023 the start of 2022 to early 2023 | Published value +47.4% |
Market Colombia TikTok | Measure Digital 2024 the start of 2023 to early 2024 | Published value +35.8% |
Market Colombia TikTok | Measure Digital 2025 the beginning of 2024 to early 2025 | Published value +17.1% |
Market Colombia TikTok | Measure Digital 2026 end of 2024 to late 2025 | Published value +24.9% |
Market Ecuador Instagram | Measure Digital 2023 2022 to 2023 | Published value -5.7% |
Market Ecuador Instagram | Measure Digital 2024 January 2023 to January 2024 | Published value +13.0% |
Market Ecuador Instagram | Measure Digital 2025 January 2024 to January 2025 | Published value -0.8%* |
Market Ecuador Instagram | Measure Digital 2026 October 2024 to October 2025 | Published value +6.9% |
Market Ecuador TikTok | Measure Digital 2023 the start of 2022 to early 2023 | Published value not stated |
Market Ecuador TikTok | Measure Digital 2024 the start of 2023 to early 2024 | Published value +31.1% |
Market Ecuador TikTok | Measure Digital 2025 the beginning of 2024 to early 2025 | Published value +6.5% |
Market Ecuador TikTok | Measure Digital 2026 end of 2024 to late 2025 | Published value +18.6% |
Market Mexico Instagram | Measure Digital 2023 2022 to 2023 | Published value -3.0% |
Market Mexico Instagram | Measure Digital 2024 January 2023 to January 2024 | Published value +22.2% |
Market Mexico Instagram | Measure Digital 2025 January 2024 to January 2025 | Published value +8.7% |
Market Mexico Instagram | Measure Digital 2026 October 2024 to October 2025 | Published value +13.7% |
Market Mexico TikTok | Measure Digital 2023 the start of 2022 to early 2023 | Published value +25.0% |
Market Mexico TikTok | Measure Digital 2024 the start of 2023 to early 2024 | Published value +28.9% |
Market Mexico TikTok | Measure Digital 2025 the beginning of 2024 to early 2025 | Published value +15.1% |
Market Mexico TikTok | Measure Digital 2026 end of 2024 to late 2025 | Published value +22.0% |
Market Panama Instagram | Measure Digital 2023 2022 to 2023 | Published value -8.3% |
Market Panama Instagram | Measure Digital 2024 January 2023 to January 2024 | Published value +15.9% |
Market Panama Instagram | Measure Digital 2025 January 2024 to January 2025 | Published value +2.0% |
Market Panama Instagram | Measure Digital 2026 October 2024 to October 2025 | Published value +8.0% |
Market Panama TikTok | Measure Digital 2023 the start of 2022 to early 2023 | Published value not on the page |
Market Panama TikTok | Measure Digital 2024 the start of 2023 to early 2024 | Published value not stated |
Market Panama TikTok | Measure Digital 2025 the beginning of 2024 to early 2025 | Published value +11.0% |
Market Panama TikTok | Measure Digital 2026 end of 2024 to late 2025 | Published value +17.6% |
Market Peru Instagram | Measure Digital 2023 2022 to 2023 | Published value -4.5% |
Market Peru Instagram | Measure Digital 2024 January 2023 to January 2024 | Published value +17.6% |
Market Peru Instagram | Measure Digital 2025 January 2024 to January 2025 | Published value +4.5% |
Market Peru Instagram | Measure Digital 2026 October 2024 to October 2025 | Published value +10.8% |
Market Peru TikTok | Measure Digital 2023 the start of 2022 to early 2023 | Published value +38.6% |
Market Peru TikTok | Measure Digital 2024 the start of 2023 to early 2024 | Published value +29.9% |
Market Peru TikTok | Measure Digital 2025 the beginning of 2024 to early 2025 | Published value +11.4% |
Market Peru TikTok | Measure Digital 2026 end of 2024 to late 2025 | Published value +22.5% |
Each market's stated change in each edition is in the full study PDF. Read the full study
Source: DataReportal (Kepios), Digital 2023, 2024 and 2025 country reports for the eight markets, retrieved 21 October 2026. Each change is that edition's own statement, for its own period; we never chain or add them, as DataReportal asks. An asterisk is the source's mark on a fall that may reflect changes to the platforms' data. Counts of markets are a TNS calculation; ad reach is not a count of users.
Read together: in most markets, people came online fast up to about 2020. Since 2021, in Brazil, where Cetic.br asks the same question every year, the share of people online who use social networks has held level, while a platform's ad reach can grow or shrink within a single year (chapter 03). This is a TNS reading of different measures (ITU internet use, Cetic.br's survey and DataReportal's ad reach), which cannot be compared with each other.
Video is not only TikTok.
06 Video beyond TikTok
How big is YouTube in Latin America, and which other video apps matter?
YouTube's ad audience is 150 million in Brazil and 85.0 million in Mexico, and its ad reach grew in all eight markets in a year, by 4.2% in Brazil and 14.7% in Panama, for example (DataReportal, Digital 2026 country reports; audiences late 2025, change from the end of 2024 to late 2025).
Ad audiences are reach estimates, not users, and other platforms' audiences are context only, not a ranking.
Explore the figures
end of 2024 to late 2025
The source notes that Google updates its YouTube reach figures only every three to six months.
See the numbers
| Market | Measure | Published value |
|---|---|---|
Market Argentina | Measure YouTube ad audience | Published value 32.9 million |
Market Brazil | Measure YouTube ad audience | Published value 150 million |
Market Chile | Measure YouTube ad audience | Published value 14.9 million |
Market Colombia | Measure YouTube ad audience | Published value 31.0 million |
Market Ecuador | Measure YouTube ad audience | Published value 11.5 million |
Market Mexico | Measure YouTube ad audience | Published value 85.0 million |
Market Panama | Measure YouTube ad audience | Published value 2.73 million |
Market Peru | Measure YouTube ad audience | Published value 21.7 million |
Market Argentina | Measure Change in ad reach | Published value Increased by 700 thousand in ad reach. |
Market Argentina | Measure Change in ad reach | Published value +700 thousand |
Market Argentina | Measure Change in ad reach | Published value +2.2% |
Market Brazil | Measure Change in ad reach | Published value Increased by 6.00 million in ad reach. |
Market Brazil | Measure Change in ad reach | Published value +6.00 million |
Market Brazil | Measure Change in ad reach | Published value +4.2% |
Market Chile | Measure Change in ad reach | Published value Increased by 100 thousand in ad reach. |
Market Chile | Measure Change in ad reach | Published value +100 thousand |
Market Chile | Measure Change in ad reach | Published value +0.7% |
Market Colombia | Measure Change in ad reach | Published value Increased by 400 thousand in ad reach. |
Market Colombia | Measure Change in ad reach | Published value +400 thousand |
Market Colombia | Measure Change in ad reach | Published value +1.3% |
Market Ecuador | Measure Change in ad reach | Published value Increased by 100 thousand in ad reach. |
Market Ecuador | Measure Change in ad reach | Published value +100 thousand |
Market Ecuador | Measure Change in ad reach | Published value +0.9% |
Market Mexico | Measure Change in ad reach | Published value Increased by 1.40 million in ad reach. |
Market Mexico | Measure Change in ad reach | Published value +1.40 million |
Market Mexico | Measure Change in ad reach | Published value +1.7% |
Market Panama | Measure Change in ad reach | Published value Increased by 350 thousand in ad reach. |
Market Panama | Measure Change in ad reach | Published value +350 thousand |
Market Panama | Measure Change in ad reach | Published value +14.7% |
Market Peru | Measure Change in ad reach | Published value Increased by 2.60 million in ad reach. |
Market Peru | Measure Change in ad reach | Published value +2.60 million |
Market Peru | Measure Change in ad reach | Published value +13.6% |
Source: DataReportal, Digital 2026 country reports (We Are Social & Meltwater; Ecuador and Panama: Kepios), retrieved 15 October 2026. Totals, shares and the count of markets: TNS calculation from the same reports. Ad audiences are advertising reach estimates, not monthly active users or unique people. Full references and links in Methodology.
Brazil: Shorts and daily habit. 55% of 1,000 online respondents aged 16+ in Brazil said they have accessed or access YouTube Shorts. In the Cetic.br survey, 28% of internet users aged 16+ say they use YouTube "practically all the time", 26% several times a day and 19% at least once a day. Sources: Opinion Box, Pesquisa YouTube no Brasil, August 2026, interviews June to July 2026, margin of error 3 points, an online panel, not all Brazilians. Cetic.br, fieldwork August to September 2025; three separate answers, never one total.
Colombia: the most accessed video platform. 29% of people aged 15+ in Colombia access YouTube for audiovisual content, ahead of Netflix at 26%, while 54% access none of the listed platforms. Source: CRC, November 2025, the same household survey as in chapter 02. The question is about platforms for TV and video content, not social media use, and more than one answer was allowed.
YouTube's own estimate for Brazil. More than R$6 billion and more than 150,000 full time equivalent jobs: what YouTube says its creative ecosystem contributed to Brazil's GDP in 2025. Source: YouTube, Relatório de Impacto do YouTube 2025, blog post of 1 August 2026; YouTube's report page credits both figures to Oxford Economics. A company claim: self reported by the platform, an economic model estimate, not a count, and the method is not printed on the pages we opened.
Kwai: company figures. 9.3% was the year on year growth in Kwai's daily active users in Brazil in the last quarter of 2024, with average daily time spent per daily user of more than 75 minutes, according to Kuaishou Technology's results. Kwai itself says it has about 60 million monthly active users in Brazil, half of them daily. In the Cetic.br survey, 10% of Brazilian internet users aged 16+ say they use Kwai "practically all the time", 9% several times a day and 7% at least once a day. Sources: Kuaishou Technology results, 25 March 2025, company reported. Kwai's own claim, made by Vitor Yu, general manager of Kwai for Business in Latin America, in an interview published on 29 September 2026, with no method given. Cetic.br, fieldwork August to September 2025.
Kick: a global signal. +131%: Kick's hours watched grew to 4.5 billion in 2025. Source: Stream Hatchet, 2025 yearly report on live streaming. A global figure, not Latin American data.
Watching is one habit; following the news is another.
07 Where news travels
Which social networks do Latin Americans use for news?
Facebook leads in five of the six markets of this study that the Reuters Institute's survey covers: it is the network named by the largest share of the online sample as one they use for news, and in Brazil it is Instagram (Reuters Institute Digital News Report 2026, country pages of 16 June 2026).
These are shares of each market's online sample, not of all people.
Explore the figures
Argentina
for news
for all
Brazil
for news
for all
Chile
for news
for all
Colombia
for news
for all
Mexico
for news
for all
Peru
for news
for any purpose
Brazil: Instagram up 12 points.
for news
for all
for news
for all
YouTube
for news
for all
Peru: TikTok second.
TikTok
for news
for any purpose
Choose a market
Argentina
YouTube
TikTok
X
Reuters Institute Digital News Report 2026, country pages of 16 June 2026
Method note
A YouGov online survey with quotas for age, gender and region (no education quota in Peru). Shares of each market's online sample, not of all people, and not user counts or reach. Online samples tend to under-represent the news habits of older and less affluent people. Main fieldwork mid January to end of February 2026; the network questions were asked again in all markets in the second half of March 2026, after a display problem. Age base and question wording not found. "For news" and "For all" (Peru: "For any purpose") are different measures. Not comparable with ad reach or the Cetic.br survey; markets must not be ranked against each other.
Brazil
YouTube
TikTok
Telegram
Reuters Institute Digital News Report 2026, country pages of 16 June 2026
Method note
A YouGov online survey with quotas for age, gender and region (no education quota in Peru). Shares of each market's online sample, not of all people, and not user counts or reach. Online samples tend to under-represent the news habits of older and less affluent people. Main fieldwork mid January to end of February 2026; the network questions were asked again in all markets in the second half of March 2026, after a display problem. Age base and question wording not found. "For news" and "For all" (Peru: "For any purpose") are different measures. Not comparable with ad reach or the Cetic.br survey; markets must not be ranked against each other.
Chile
YouTube
TikTok
X
Reuters Institute Digital News Report 2026, country pages of 16 June 2026
Method note
A YouGov online survey with quotas for age, gender and region (no education quota in Peru). Shares of each market's online sample, not of all people, and not user counts or reach. Online samples tend to under-represent the news habits of older and less affluent people. Main fieldwork mid January to end of February 2026; the network questions were asked again in all markets in the second half of March 2026, after a display problem. Age base and question wording not found. "For news" and "For all" (Peru: "For any purpose") are different measures. Not comparable with ad reach or the Cetic.br survey; markets must not be ranked against each other.
Colombia
YouTube
TikTok
X
Reuters Institute Digital News Report 2026, country pages of 16 June 2026
Method note
A YouGov online survey with quotas for age, gender and region (no education quota in Peru). Shares of each market's online sample, not of all people, and not user counts or reach. Online samples tend to under-represent the news habits of older and less affluent people. Main fieldwork mid January to end of February 2026; the network questions were asked again in all markets in the second half of March 2026, after a display problem. Age base and question wording not found. "For news" and "For all" (Peru: "For any purpose") are different measures. Not comparable with ad reach or the Cetic.br survey; markets must not be ranked against each other.
Mexico
YouTube
TikTok
X
Reuters Institute Digital News Report 2026, country pages of 16 June 2026
Method note
A YouGov online survey with quotas for age, gender and region (no education quota in Peru). Shares of each market's online sample, not of all people, and not user counts or reach. Online samples tend to under-represent the news habits of older and less affluent people. Main fieldwork mid January to end of February 2026; the network questions were asked again in all markets in the second half of March 2026, after a display problem. Age base and question wording not found. "For news" and "For all" (Peru: "For any purpose") are different measures. Not comparable with ad reach or the Cetic.br survey; markets must not be ranked against each other.
Peru
TikTok
YouTube
Facebook Messenger
Reuters Institute Digital News Report 2026, country pages of 16 June 2026
Method note
A YouGov online survey with quotas for age, gender and region (no education quota in Peru). Shares of each market's online sample, not of all people, and not user counts or reach. Online samples tend to under-represent the news habits of older and less affluent people. Main fieldwork mid January to end of February 2026; the network questions were asked again in all markets in the second half of March 2026, after a display problem. Age base and question wording not found. "For news" and "For all" (Peru: "For any purpose") are different measures. Not comparable with ad reach or the Cetic.br survey; markets must not be ranked against each other.
See the numbers
| Context | Measure | Published value |
|---|---|---|
Context Argentina: Facebook | Measure for news | Published value 43% |
Context Argentina: Facebook | Measure Change in points | Published value +5 |
Context Argentina: Facebook | Measure for all | Published value 66% |
Context Argentina: Instagram | Measure for news | Published value 38% |
Context Argentina: Instagram | Measure Change in points | Published value +3 |
Context Argentina: Instagram | Measure for all | Published value 68% |
Context Argentina: WhatsApp | Measure for news | Published value 34% |
Context Argentina: WhatsApp | Measure Change in points | Published value +7 |
Context Argentina: WhatsApp | Measure for all | Published value 83% |
Context Argentina: YouTube | Measure for news | Published value 32% |
Context Argentina: YouTube | Measure Change in points | Published value +4 |
Context Argentina: YouTube | Measure for all | Published value 71% |
Context Argentina: TikTok | Measure for news | Published value 19% |
Context Argentina: TikTok | Measure Change in points | Published value +2 |
Context Argentina: TikTok | Measure for all | Published value 39% |
Context Argentina: X | Measure for news | Published value 10% |
Context Argentina: X | Measure Change in points | Published value -2 |
Context Argentina: X | Measure for all | Published value 16% |
Context Brazil: Instagram | Measure for news | Published value 49% |
Context Brazil: Instagram | Measure Change in points | Published value +12 |
Context Brazil: Instagram | Measure for all | Published value 70% |
Context Brazil: WhatsApp | Measure for news | Published value 46% |
Context Brazil: WhatsApp | Measure Change in points | Published value +10 |
Context Brazil: WhatsApp | Measure for all | Published value 82% |
Context Brazil: YouTube | Measure for news | Published value 42% |
Context Brazil: YouTube | Measure Change in points | Published value +5 |
Context Brazil: YouTube | Measure for all | Published value 70% |
Context Brazil: Facebook | Measure for news | Published value 30% |
Context Brazil: Facebook | Measure Change in points | Published value +2 |
Context Brazil: Facebook | Measure for all | Published value 55% |
Context Brazil: TikTok | Measure for news | Published value 21% |
Context Brazil: TikTok | Measure Change in points | Published value +3 |
Context Brazil: TikTok | Measure for all | Published value 40% |
Context Brazil: Telegram | Measure for news | Published value 8% |
Context Brazil: Telegram | Measure Change in points | Published value +1 |
Context Brazil: Telegram | Measure for all | Published value 21% |
Context Chile: Facebook | Measure for news | Published value 44% |
Context Chile: Facebook | Measure Change in points | Published value +4 |
Context Chile: Facebook | Measure for all | Published value 69% |
Context Chile: Instagram | Measure for news | Published value 41% |
Context Chile: Instagram | Measure Change in points | Published value +9 |
Context Chile: Instagram | Measure for all | Published value 69% |
Context Chile: WhatsApp | Measure for news | Published value 33% |
Context Chile: WhatsApp | Measure Change in points | Published value +7 |
Context Chile: WhatsApp | Measure for all | Published value 83% |
Context Chile: YouTube | Measure for news | Published value 28% |
Context Chile: YouTube | Measure Change in points | Published value +2 |
Context Chile: YouTube | Measure for all | Published value 68% |
Context Chile: TikTok | Measure for news | Published value 26% |
Context Chile: TikTok | Measure Change in points | Published value +3 |
Context Chile: TikTok | Measure for all | Published value 51% |
Context Chile: X | Measure for news | Published value 8% |
Context Chile: X | Measure Change in points | Published value -4 |
Context Chile: X | Measure for all | Published value 16% |
Context Colombia: Facebook | Measure for news | Published value 51% |
Context Colombia: Facebook | Measure Change in points | Published value +4 |
Context Colombia: Facebook | Measure for all | Published value 68% |
Context Colombia: WhatsApp | Measure for news | Published value 46% |
Context Colombia: WhatsApp | Measure Change in points | Published value +11 |
Context Colombia: WhatsApp | Measure for all | Published value 82% |
Context Colombia: YouTube | Measure for news | Published value 40% |
Context Colombia: YouTube | Measure Change in points | Published value +6 |
Context Colombia: YouTube | Measure for all | Published value 72% |
Context Colombia: Instagram | Measure for news | Published value 33% |
Context Colombia: Instagram | Measure Change in points | Published value +5 |
Context Colombia: Instagram | Measure for all | Published value 57% |
Context Colombia: TikTok | Measure for news | Published value 32% |
Context Colombia: TikTok | Measure Change in points | Published value +5 |
Context Colombia: TikTok | Measure for all | Published value 54% |
Context Colombia: X | Measure for news | Published value 12% |
Context Colombia: X | Measure Change in points | Published value -1 |
Context Colombia: X | Measure for all | Published value 20% |
Context Mexico: Facebook | Measure for news | Published value 57% |
Context Mexico: Facebook | Measure Change in points | Published value +5 |
Context Mexico: Facebook | Measure for all | Published value 75% |
Context Mexico: WhatsApp | Measure for news | Published value 35% |
Context Mexico: WhatsApp | Measure Change in points | Published value +7 |
Context Mexico: WhatsApp | Measure for all | Published value 83% |
Context Mexico: YouTube | Measure for news | Published value 34% |
Context Mexico: YouTube | Measure Change in points | Published value -1 |
Context Mexico: YouTube | Measure for all | Published value 71% |
Context Mexico: TikTok | Measure for news | Published value 27% |
Context Mexico: TikTok | Measure Change in points | Published value +3 |
Context Mexico: TikTok | Measure for all | Published value 54% |
Context Mexico: Instagram | Measure for news | Published value 18% |
Context Mexico: Instagram | Measure Change in points | Published value +3 |
Context Mexico: Instagram | Measure for all | Published value 50% |
Context Mexico: X | Measure for news | Published value 13% |
Context Mexico: X | Measure Change in points | Published value -2 |
Context Mexico: X | Measure for all | Published value 21% |
Context Peru: Facebook | Measure for news | Published value 61% |
Context Peru: Facebook | Measure Change in points | Published value +9 |
Context Peru: Facebook | Measure for any purpose | Published value 81% |
Context Peru: TikTok | Measure for news | Published value 45% |
Context Peru: TikTok | Measure Change in points | Published value +12 |
Context Peru: TikTok | Measure for any purpose | Published value 71% |
Context Peru: WhatsApp | Measure for news | Published value 41% |
Context Peru: WhatsApp | Measure Change in points | Published value +12 |
Context Peru: WhatsApp | Measure for any purpose | Published value 87% |
Context Peru: YouTube | Measure for news | Published value 40% |
Context Peru: YouTube | Measure Change in points | Published value +6 |
Context Peru: YouTube | Measure for any purpose | Published value 78% |
Context Peru: Instagram | Measure for news | Published value 27% |
Context Peru: Instagram | Measure Change in points | Published value +6 |
Context Peru: Instagram | Measure for any purpose | Published value 59% |
Context Peru: Facebook Messenger | Measure for news | Published value 11% |
Context Peru: Facebook Messenger | Measure Change in points | Published value +4 |
Context Peru: Facebook Messenger | Measure for any purpose | Published value 34% |
Reuters Institute Digital News Report 2026, country pages of 16 June 2026
The network named most for news, market by market. Argentina: Facebook, 43%. Brazil: Instagram, 49%. Chile: Facebook, 44%. Colombia: Facebook, 51%. Mexico: Facebook, 57%. Peru: Facebook, 61%. Each is a share of that market's own online sample, listed in alphabetical order: do not rank the markets on them.
Brazil: Instagram up 12 points. 49% of Brazil's online sample named Instagram as a network they use for news, up 12 points on a year earlier; WhatsApp follows at 46% (up 10) and YouTube at 42% (up 5).
Peru: TikTok second. 45% of Peru's online sample named TikTok for news, up 12 points, second only to Facebook at 61%.
How to read these figures. The survey is run online by YouGov, with quotas for age, gender and region (no education quota in Peru), and online samples tend to under-represent the news habits of older and less affluent people. "For news" and "for any purpose" are different measures. The institute asked its network questions again in all markets in the second half of March 2026 after a display problem in the original fieldwork, and we did not find the age base or the question wording for these tables. They are not user counts or reach and cannot be compared with DataReportal's ad reach or with the Cetic.br survey.
Each market's full table, with the change from a year earlier and the "for all" shares, is in the full study PDF. Read the full study
News is one reason people follow accounts; creators are another.
08 Creators, money and trust
How many influencers are there in Latin America, and do people trust them?
Each market has its own best figure, and each counts something different.
Chile's, below, is the tax office's count of 31,595 taxpayers monitored as influencers or content creators (SII, 29 September 2025), which its release of 13 October 2025 rounds to more than 31,000. It is not a census of creators and not a count of people who filed or paid tax, and the SII's other influencer counts measure different things.
TNS publishes no creator counts of its own. Other organisations have published estimates and surveys, and we list here the ones we could check at their original publisher or, where marked, in the press. These figures come from different methods, years, samples and coverage. They cannot be added up or compared with each other, or with the ad audience figures in chapters 01 to 06, and markets must not be ranked on them.
Argentina: vendor database.
1,748,417 Instagram accounts in Argentina are ones Influencity classes as influencers.
Source: Influencity, study of influencers in Latin America, 2023 edition (undated page). One vendor's database of public Instagram accounts of people over 18 with more than 1,000 followers, not a census.
Brazil: platform.
More than 100,000 YouTube channels in Brazil have more than 100,000 subscribers, YouTube says.
Source: YouTube Official Blog Brasil, Relatório de Impacto do YouTube 2025 post, 1 August 2026. Self reported by YouTube; channels, not people.
Chile: official.
31,595 taxpayers were monitored by the tax office (SII) as influencers or content creators in the 2025 income tax season.
Source: SII, 29 September 2025. A tax monitoring count, not a census of creators; the 13,855 influencers who filed returns in the 2026 season are a different measure.
Colombia: platform, in an interview.
250 YouTube channels in Colombia had more than 1 million subscribers in June 2022, according to YouTube's vice president for the Americas.
Source: interview in Portafolio, 21 June 2022. A platform figure from 2022; channels, not people.
Ecuador: official, as reported.
1,455 influencers were brought into compliance by the tax office (SRI) in 2023.
Source: the SRI's annual report on 2023, as reported by DPL News on 13 March 2024. It counts influencers the SRI formalised through its control work in 2023, not all creators in Ecuador; we did not open the SRI's own report.
Mexico: vendor database.
670,969 Instagram accounts in Mexico are ones Influencity classes as influencers.
Source: Influencity, study of influencers in Latin America, 2023 edition (undated page). One vendor's database of public Instagram accounts of people over 18 with more than 1,000 followers, not a census.
Panama: official, as reported, a bill.
On 13 July 2026 a draft bill was presented to the plenary of the National Assembly that would require commercial posts on digital platforms to carry a visible label, whatever the creator's number of followers or income.
Source: La Estrella de Panamá and TVN, 14 July 2026; Tico Times, 19 July 2026. A draft bill, not law, and a rule rather than a count. No source prints its number, so we cannot say whether it is Bill 654 in chapter 10.
Peru: platform, as reported.
20,000 Peruvian YouTube channels had more than 10,000 subscribers, according to platform data reported by Mercado Negro.
Source: Mercado Negro, 24 April 2025. YouTube's own release was not found; channels, not people.
Other published estimates, each with its own method:
Brazil: a vendor estimate.
About 4.4 million Instagram accounts in Brazil are ones HypeAuditor classes as influencers, the second highest number worldwide.
Source: HypeAuditor, State of Influencer Marketing report, whose cover shows both 2024 and 2026. A vendor estimate, not a census; coverage Brazil only.
Latin America: an unofficial estimate.
About 20 million content creators in Latin America: the unofficial estimate that UNESCO cites.
Source: UNESCO, Influencers in Latin America, Discussion Papers No. 33, 2026. UNESCO does not name the source of the estimate. Coverage: Latin America as a whole, not only the eight markets in this study.
Argentina: most creators are small.
82.3% of the Argentine Instagram influencers in HypeAuditor's model are nano influencers, with 1K to 10K followers.
Source: HypeAuditor with IAB Argentina, 2025 Estado del Marketing de Influencers, Argentina, on 2024 data, page 16. A vendor's model from public social data, not a census: it counts only accounts of 1,000 followers or more that the vendor classes as influencers, and the report does not print how it places accounts in Argentina or the month of the data.
See the numbers
| Context | Published value |
|---|---|
Context Argentina: vendor database. | Published value 1,748,417 |
Context Brazil: platform. | Published value More than 100,000 |
Context Chile: official. | Published value 31,595 |
Context Colombia: platform, in an interview. | Published value 250 |
Context Ecuador: official, as reported. | Published value 1,455 |
Context Mexico: vendor database. | Published value 670,969 |
Context Panama: official, as reported, a bill. | Published value 13 July 2026 |
Context Peru: platform, as reported. | Published value 20,000 |
Context Brazil: a vendor estimate. | Published value About 4.4 million |
Context Latin America: an unofficial estimate. | Published value About 20 million |
Context Argentina: most creators are small. | Published value 82.3% |
One figure per market, in alphabetical order. Each label says what kind of figure it is: official, platform or vendor database.
One figure per market, in alphabetical order. Each label says what kind of figure it is: official, platform or vendor database.
Argentina: vendor database. 1,748,417 Instagram accounts in Argentina are ones Influencity classes as influencers. Source: Influencity, study of influencers in Latin America, 2023 edition (undated page). One vendor's database of public Instagram accounts of people over 18 with more than 1,000 followers, not a census.
Brazil: platform. More than 100,000 YouTube channels in Brazil have more than 100,000 subscribers, YouTube says. Source: YouTube Official Blog Brasil, Relatório de Impacto do YouTube 2025 post, 1 August 2026. Self reported by YouTube; channels, not people.
Chile: official. 31,595 taxpayers were monitored by the tax office (SII) as influencers or content creators in the 2025 income tax season. Source: SII, 29 September 2025. A tax monitoring count, not a census of creators; the 13,855 influencers who filed returns in the 2026 season are a different measure.
Colombia: platform, in an interview. 250 YouTube channels in Colombia had more than 1 million subscribers in June 2022, according to YouTube's vice president for the Americas. Source: interview in Portafolio, 21 June 2022. A platform figure from 2022; channels, not people.
Ecuador: official, as reported. 1,455 influencers were brought into compliance by the tax office (SRI) in 2023. Source: the SRI's annual report on 2023, as reported by DPL News on 13 March 2024. It counts influencers the SRI formalised through its control work in 2023, not all creators in Ecuador; we did not open the SRI's own report.
Mexico: vendor database. 670,969 Instagram accounts in Mexico are ones Influencity classes as influencers. Source: Influencity, study of influencers in Latin America, 2023 edition (undated page). One vendor's database of public Instagram accounts of people over 18 with more than 1,000 followers, not a census.
Panama: official, as reported, a bill. On 13 July 2026 a draft bill was presented to the plenary of the National Assembly that would require commercial posts on digital platforms to carry a visible label, whatever the creator's number of followers or income. Source: La Estrella de Panamá and TVN, 14 July 2026; Tico Times, 19 July 2026. A draft bill, not law, and a rule rather than a count. No source prints its number, so we cannot say whether it is Bill 654 in chapter 10.
Peru: platform, as reported. 20,000 Peruvian YouTube channels had more than 10,000 subscribers, according to platform data reported by Mercado Negro. Source: Mercado Negro, 24 April 2025. YouTube's own release was not found; channels, not people.
Other published estimates, each with its own method:
Brazil: a vendor estimate. About 4.4 million Instagram accounts in Brazil are ones HypeAuditor classes as influencers, the second highest number worldwide. Source: HypeAuditor, State of Influencer Marketing report, whose cover shows both 2024 and 2026. A vendor estimate, not a census; coverage Brazil only.
Latin America: an unofficial estimate. About 20 million content creators in Latin America: the unofficial estimate that UNESCO cites. Source: UNESCO, Influencers in Latin America, Discussion Papers No. 33, 2026. UNESCO does not name the source of the estimate. Coverage: Latin America as a whole, not only the eight markets in this study.
Argentina: most creators are small. 82.3% of the Argentine Instagram influencers in HypeAuditor's model are nano influencers, with 1K to 10K followers. Source: HypeAuditor with IAB Argentina, 2025 Estado del Marketing de Influencers, Argentina, on 2024 data, page 16. A vendor's model from public social data, not a census: it counts only accounts of 1,000 followers or more that the vendor classes as influencers, and the report does not print how it places accounts in Argentina or the month of the data.
HypeAuditor's tier splits for Argentine TikTok and YouTube creators, its engagement rates and the accounts Argentine influencers mentioned most, each with its limits, are in the full study PDF. Read the full study
Creators as a profession: Chile's tax rules
These are tax rules, not advertising or labelling rules. From 11 October 2025, creators who make and share content personally and independently must issue an electronic fee receipt for money users pay them through social media platforms (SII Resolución Exenta No. 128 of 1 October 2025); it covers payments from users through platforms, not brand deals. From tax year 2027 (information for 2026), platforms based in Chile that handle such payments must report what creators received (Resolución Exenta No. 113 of 31 August 2026); the duty falls on those platforms, not on creators and not on global social networks based abroad. The full rules are in the study PDF. Read the full study
Spend and brand plans
Brazil: what brands say. 82% of brands in Brazil consider influencer marketing important, and for 52% of advertisers it is a central part of strategy (YouPix and Nielsen, ROI & Influência 2025, August 2025). In YouPix and Nielsen research reported by Propmark on 19 August 2025, 57% of advertisers planned to raise influencer spend in 2025, and 12% already spend over R$5 million a year.
Colombia: an investment figure. 227,360 million pesos was influencer marketing investment in Colombia in 2025, up 23.1% on 2024 (IAB Colombia, Reporte de Inversión en Publicidad Digital, announced on 11 March 2026). The figure is built from data reported by agencies, publishers and ad networks affiliated with IAB Colombia, plus estimates for companies that do not report; IAB Colombia's page links only an executive summary.
Mexico: not yet measured. The 2025 advertising spend study by AVE, CIM and IAB Mexico does not yet measure influencer marketing; it names it as an area needing future measurement, as reported by Insider Latam on 14 October 2026.
Trust
Brazil: bought on a recommendation. 65% of Brazilian internet users surveyed have bought something after an influencer recommended it. People they know are the most trusted source (74%), with influencers second (Opinion Box and Influency.me, Influenciadores Digitais 2025, 2,000 online interviews, August 2025).
Mexico: a World Cup study. 52% of 300 participants in an Ipsos study about the 2026 World Cup did not trust influencers who take part in advertising campaigns ("No confían en los influencers que participan en las campañas publicitarias") (Ipsos Mexico, La otra cara del Mundial, Parte 2, slide 24, 24 April 2026). It is not a figure for all Mexicans: the base is 300 participants, and ages, recruitment, survey mode, fieldwork dates and margin of error are not printed.
Peru: following, as reported. 55% of Peruvian internet users actively followed a video blogger, influencer or celebrity in the last month, and 64% of Generation Z, in a Kantar IBOPE Media study as reported by Andina, the state news agency (31 December 2025). We did not find Kantar's own publication, and the data year is not known. These are internet users, not all Peruvians.
A Colombian survey on how influencers' recommendations affect buying, with its limits, and the full notes on the Mexican and Peruvian studies are in the full study PDF. Read the full study
Many people say they have bought on a creator's word.
09 The feed becomes a shop
Can people buy inside social apps in Latin America?
Yes, and the launches we checked are in Brazil and Mexico: TikTok Shop launched in Brazil on 8 May 2025 (TikTok Newsroom Brasil) and arrived in Mexico in early February 2025, according to a press report (Expansión, 6 February 2025), and YouTube's Shopping Affiliate Program opened in Brazil on 4 November 2025 (YouTube Official Blog Brasil).
Explore the figures
TikTok Shop
arrived in Mexico in early February 2025, according to a press report (Expansión, 6 February 2025)
We found no TikTok newsroom post confirming the Mexican launch; the date comes from Expansión's report of 6 February 2025.
TikTok Shop
TikTok Shop launched in Brazil on 8 May 2025 (TikTok Newsroom Brasil)
YouTube's Shopping Affiliate Program
YouTube's Shopping Affiliate Program opened in Brazil on 4 November 2025 (YouTube Official Blog Brasil)
Brazil: TikTok's own figures.
the shop's average daily sales in Brazil
its live sales
102 times: TikTok says the shop's average daily sales in Brazil grew 102 times, and its live sales 161 times, between May 2025 and May 2026.
Source: TikTok, 4 June 2026. A company claim: growth multiples with no absolute base.
See the numbers
| Context | Measure | Published value |
|---|---|---|
Context Mexico | Measure Published value | Published value early February 2025 |
Context Brazil | Measure Published value | Published value 8 May 2025 |
Context Brazil | Measure Published value | Published value 4 November 2025 |
Context Brazil | Measure Published value | Published value 102 times |
Context Brazil | Measure Published value | Published value 161 times |
We found no TikTok newsroom post confirming the Mexican launch; the date comes from Expansión's report of 6 February 2025.
TikTok Newsroom Brasil
YouTube Official Blog Brasil
Source: TikTok, 4 June 2026. A company claim: growth multiples with no absolute base.
Brazil: TikTok's own figures. 102 times: TikTok says the shop's average daily sales in Brazil grew 102 times, and its live sales 161 times, between May 2025 and May 2026. Source: TikTok, 4 June 2026. A company claim: growth multiples with no absolute base.
Brazil: YouTube's affiliate programme. YouTube's Shopping Affiliate Program works with Mercado Livre and Shopee, for channels with more than 5,000 subscribers (YouTube Official Blog Brasil).
Mexico: a press report. We found no TikTok newsroom post confirming the Mexican launch; the date comes from Expansión's report of 6 February 2025.
Do people buy what creators recommend?
Brazil: 81% say they have. 81% said they have bought a product an influencer recommended, and 58% buy within seven days (YouPix and Nielsen, Consumo e Influência 2026, 1,000 online respondents, May 2026, as reported by Meio & Mensagem on 31 July 2026). This survey and the Opinion Box survey in chapter 08 ask different questions of different samples, so their figures cannot be compared.
Chile: buying on a creator's word. 33% of adults in Chile have bought a product or service an influencer recommended or promoted, rising to 46% among people who follow influencers (Cadem, Estudio 5C N.121, online panel of 700 adults, fieldwork 10 August 2026, margin of error 3.4 points).
How many people buy online at all?
Chile: when people last bought online. 60.0% of people aged 16+ made their last online purchase or order for personal use in the last 3 months, 8.5% longer ago, and 31.5% have never bought or ordered online; in the last 3 months, men 64.6% against women 55.6% (Subtel household survey, fieldwork ending 7 September 2025). This covers all online purchases for personal use, not only purchases through social media, and the base is not printed on the slide.
Colombia: buying online. 24.1% of internet users aged 5+ used the internet to buy or order products or services in 2024 (DANE, ENTIC Hogares 2024, 1 August 2025, 53,570 households; more than one answer allowed).
Mexico: buying is a stated use. 34% of respondents to AIMX's 2026 internet habits study said they use social networks to buy items ("Comprar artículos"), against 70% who use them to keep in touch with friends and family. This is a stated use of social networks, not a measured purchase, from an online panel of 1,200 people aged 18+ in urban Mexico that is not representative of all Mexicans and prints no fieldwork dates or margin of error.
Each of these surveys has its own base, period and question; they cannot be compared with each other, and markets must not be ranked on them.
Selling inside the feed brings the rules into play.
10 The rules tighten
How must paid creator posts be labelled in Latin America, and what changed in 2026?
Six of the eight markets have a rule or guide written for influencer advertising, Panama has only a bill and for Ecuador we found none; and in September 2026 Brazil added a government order on disclosing paid relationships and a ban on all advertising for fixed odds betting, paid creator posts included (TNS reading of the official and issuer texts, checked on 15 and 16 October 2026).
This chapter summarises public rules; it is not legal advice.
Rules as checked on 15 October 2026, and on 16 October 2026 for Brazil's September 2026 changes, Argentina's betting rule and Panama's bill. Rules change, so we recheck each one in the week of publication. We read each rule at its official source where we could find one. Where we quote a label, we copy it word for word from the official text or, for Argentina, from the issuing body's own page, in its original language.
Two layers of rules
Each market can have two layers. The first is a rule written for influencer advertising: either self regulation (an industry code, not law) or official guidance (a government agency's guide explaining how existing law applies). The second is a general binding law, usually consumer or fair competition law, that applies to all advertising. Since September 2026, Brazil also has a third kind: a binding government rule on disclosing paid relationships (a ministerial order with legal force, not a law passed by Congress). Separate sector rules cover betting ads in Argentina and Brazil; we did not research betting ad rules in the other six markets, though we note betting enforcement in Peru below and, in the full study PDF, in Colombia. This chapter reports what exists; it does not rank one market's rules above another's.
In one line per market:
- Argentina: industry guide (CONARP 2020) plus consumer and fair trade laws that ban misleading ads; a government rule requires a health warning on all betting ads, kept on screen in influencer posts and live streams (2025, amended 2026); influencer bills not passed.
- Brazil: industry code (CONAR 2026) and a government disclosure order (Ministry of Justice 2026, applies from late October 2026) plus a consumer law saying ads must be recognisable as ads; betting ads banned by a provisional measure (a temporary order by the President with the force of law) since 25 September 2026, not yet voted by Congress.
- Chile: agency guidance (SERNAC 2022) and an industry code (CONAR Chile 2025), plus a consumer law that bans misleading ads.
- Colombia: agency guidance (SIC 2020) plus a consumer law that bans misleading ads.
- Ecuador: no influencer rule found; a consumer law bans misleading and abusive ads.
- Mexico: agency guidance (PROFECO 2023) plus a consumer law requiring ads to be truthful and clear.
- Panama: no influencer rule in force (bill in committee by September 2026); a consumer law requires truthful ads.
- Peru: agency guidance (INDECOPI 2024) plus a fair competition law saying ads must be recognisable as ads.
"Recognisable as an ad" and "not misleading" are different tests. Among the general consumer and fair competition laws we checked, only Brazil's and Peru's say in words that advertising must be identifiable as advertising; the other six ban misleading advertising. Radio, TV and media laws were not checked.
Choose a market
Map: TNS.
Argentina
Argentina: industry guide (CONARP 2020) plus consumer and fair trade laws that ban misleading ads; a government rule requires a health warning on all betting ads, kept on screen in influencer posts and live streams (2025, amended 2026); influencer bills not passed.
Contenido en colaboración con … (marca)
#ContenidoPatrocinado
Brazil
Brazil: industry code (CONAR 2026) and a government disclosure order (Ministry of Justice 2026, applies from late October 2026) plus a consumer law saying ads must be recognisable as ads; betting ads banned by a provisional measure (a temporary order by the President with the force of law) since 25 September 2026, not yet voted by Congress.
#publi
#publicidade
Chile
Chile: agency guidance (SERNAC 2022) and an industry code (CONAR Chile 2025), plus a consumer law that bans misleading ads.
deberá señalizarse de manera que no quepa duda de que se trata de un contenido publicitario, pagado, patrocinado o en colaboración con una marca o empresa determinada.
No fixed label word.
none in our checks
Colombia
Colombia: agency guidance (SIC 2020) plus a consumer law that bans misleading ads.
#publicidad @(marca del anunciante)
#Patrocinadopor @(marca del anunciante)
Ecuador
Ecuador: no influencer rule found; a consumer law bans misleading and abusive ads.
No label rule found.
none in our checks
Mexico
Mexico: agency guidance (PROFECO 2023) plus a consumer law requiring ads to be truthful and clear.
#PublicidadPagada #Publicidad #OpinionesPersonales #PatrocinadoPor
none in our checks
Panama
Panama: no influencer rule in force (bill in committee by September 2026); a consumer law requires truthful ads.
No label rule in force (bill only).
Peru
Peru: agency guidance (INDECOPI 2024) plus a fair competition law saying ads must be recognisable as ads.
#publicidad o #anunciocontratado
See the numbers
| Market | Rules and sources |
|---|---|
Market Argentina | Rules and sources industry guide (CONARP 2020) Argentina Influencer rule Argentina: industry guide (CONARP 2020) plus consumer and fair trade laws that ban misleading ads; a government rule requires a health warning on all betting ads, kept on screen in influencer posts and live streams (2025, amended 2026); influencer bills not passed. Label wording From the issuer's own page Contenido en colaboración con … (marca) #ContenidoPatrocinado 2026 rules and rulings Argentina: Resolución 446/2025 of the Secretaría de Industria y Comercio (Ministry of Economy), signed 29 October 2025 and published in the Boletín Oficial on 3 November 2025, requires every gambling and betting ad, online or in any other format (Article 5 and Annex point 1), to carry the warning "EL JUGAR COMPULSIVAMENTE ES PERJUDICIAL PARA LA SALUD" and a "+18" label (Annex, point 1), and its Article 6 opens a channel to report "personas o influencers" who promote online gambling sites without that warning. Resolución 271/2026 (Boletín Oficial, 6 August 2026) replaced the Annex; it keeps the warning and the "+18" label, and its point 3 now names influencer content and live streams: there, the warning and the label must stay on screen for as long as the content refers to taking part in or reaching betting sites. The 2025 Annex already set this on-screen rule for any person who mentions online gambling; the 2026 text names influencers, it does not create the duty; the influencer part of Article 6 is a reporting channel, not a labelling rule for paid posts. |
Market Brazil | Rules and sources industry code (CONAR 2026) and a government disclosure order (Ministry of Justice 2026, applies from late October 2026) Brazil Influencer rule Brazil: industry code (CONAR 2026) and a government disclosure order (Ministry of Justice 2026, applies from late October 2026) plus a consumer law saying ads must be recognisable as ads; betting ads banned by a provisional measure (a temporary order by the President with the force of law) since 25 September 2026, not yet voted by Congress. Label wording From the official text #publi #publicidade 2026 rules and rulings Brazil: a joint order of three Ministry of Justice secretariats (Portaria Conjunta SENACON/SEDIGI/SPDIGI No. 3 of 22 September 2026) requires anyone who distributes content because of a "relação material" (a payment or any other benefit, in cash or in kind) to tell the public, in a prominent and easy to understand way, for as long as the content stays up, live streams included (Article 9, which applies only from late October 2026); platforms that sell ads or boosting must give them a tool to do it (Article 3, from 90 days after publication), and Senacon, the national consumer secretariat, enforces the order with Consumer Code sanctions (Article 12); it is a government order under the Consumer Code, not a law passed by Congress. Brazil: Provisional Measure (Medida Provisória) 1.394 of 25 September 2026 bans all communication, advertising, marketing and sponsorship of fixed odds betting in any physical or digital medium, including any content aimed at the Brazilian public that promotes or eases access to betting "independentemente do formato ou da forma de remuneração" (Article 16), which covers paid creator posts; a breach counts as abusive advertising under the Consumer Code (Article 18). It took effect on publication and gave ten days to remove existing ads and sponsorship signs. It is a provisional measure with the force of law, not yet voted by Congress, and was challenged at the Supreme Court with no suspension as of 15 October 2026, as reported by Agência Brasil, Exame and iGaming Brazil. |
Market Chile | Rules and sources agency guidance (SERNAC 2022) and an industry code (CONAR Chile 2025) Chile Influencer rule Chile: agency guidance (SERNAC 2022) and an industry code (CONAR Chile 2025), plus a consumer law that bans misleading ads. Label wording From the official text deberá señalizarse de manera que no quepa duda de que se trata de un contenido publicitario, pagado, patrocinado o en colaboración con una marca o empresa determinada. No fixed label word. 2026 rules and rulings none in our checks |
Market Colombia | Rules and sources agency guidance (SIC 2020) Colombia Influencer rule Colombia: agency guidance (SIC 2020) plus a consumer law that bans misleading ads. Label wording From the official text #publicidad @(marca del anunciante) #Patrocinadopor @(marca del anunciante) 2026 rules and rulings Colombia, 10 August 2026: in ruling T-241 of 2026 the Constitutional Court urged the IT ministry (MinTIC) and Congress to regulate the rights and duties of content creators and influencers (an exhortation, not an order). |
Market Ecuador | Rules and sources no influencer rule found Ecuador Influencer rule Ecuador: no influencer rule found; a consumer law bans misleading and abusive ads. Label wording No wording found No label rule found. 2026 rules and rulings none in our checks |
Market Mexico | Rules and sources agency guidance (PROFECO 2023) Mexico Influencer rule Mexico: agency guidance (PROFECO 2023) plus a consumer law requiring ads to be truthful and clear. Label wording From the official text #PublicidadPagada #Publicidad #OpinionesPersonales #PatrocinadoPor 2026 rules and rulings none in our checks |
Market Panama | Rules and sources no influencer rule in force (bill in committee by September 2026) Panama Influencer rule Panama: no influencer rule in force (bill in committee by September 2026); a consumer law requires truthful ads. Label wording Only in a bill report No label rule in force (bill only). 2026 rules and rulings Panama: by 8 September 2026 at the latest, the National Assembly's Commerce and Economic Affairs Committee had sent Bill 654 to a three member subcommittee with 20 days to report; the bill would regulate commercial advertising and require content creators and influencers to identify any sponsored message or recommendation clearly, expressly and in advance (Asamblea Nacional news note stamped 9/8/2026); it is a bill, not law, and its stage after the subcommittee referral was not found. |
Market Peru | Rules and sources agency guidance (INDECOPI 2024) Peru Influencer rule Peru: agency guidance (INDECOPI 2024) plus a fair competition law saying ads must be recognisable as ads. Label wording From the official text #publicidad o #anunciocontratado 2026 rules and rulings Peru: between March and June 2026, Indecopi opened 13 preliminary investigations into advertising by betting platforms, with maximum fines of 700 UIT (as reported by El Peruano, the state gazette, 19 June 2026). |
Label quotes are copied from the official text or issuer page named for each market; full references in Methodology.
This section summarises public rules; it is not legal advice.
Rules as checked on 16 October 2026.
Market by market
Read the market details
Argentina
- Influencer rule: "Influencers: Guía para la comunicación con fines comerciales", issued in 2020 by CONARP (Consejo de Autorregulación Publicitaria), the advertising self regulation council hosted by the Cámara Argentina de Anunciantes. Self regulation.
- Label wording (issuer page): "Contenido en colaboración con … (marca)" placed visibly next to the name, and the hashtag "#ContenidoPatrocinado" or similar.
- General law: Decreto 274/2019 (Lealtad Comercial), Art. 11, bans advertising that may mislead through inaccuracies or omissions; the consumer protection law, Ley 24.240, also applies. Neither says in words that ads must be identifiable as ads.
- Not passed: two 2024 bills in the Chamber of Deputies (1225-D-2024 and 4060-D-2024) and a 2024 Senate bill would require ad labels; we found no sign that any has passed.
- Betting ads (official text): Argentina: Resolución 446/2025 of the Secretaría de Industria y Comercio (Ministry of Economy), signed 29 October 2025 and published in the Boletín Oficial on 3 November 2025, requires every gambling and betting ad, online or in any other format (Article 5 and Annex point 1), to carry the warning "EL JUGAR COMPULSIVAMENTE ES PERJUDICIAL PARA LA SALUD" and a "+18" label (Annex, point 1), and its Article 6 opens a channel to report "personas o influencers" who promote online gambling sites without that warning. Resolución 271/2026 (Boletín Oficial, 6 August 2026) replaced the Annex; it keeps the warning and the "+18" label, and its point 3 now names influencer content and live streams: there, the warning and the label must stay on screen for as long as the content refers to taking part in or reaching betting sites. The 2025 Annex already set this on-screen rule for any person who mentions online gambling; the 2026 text names influencers, it does not create the duty; the influencer part of Article 6 is a reporting channel, not a labelling rule for paid posts.
Brazil
- Influencer rule: CONAR's "Guia de Marketing e Publicidade por Influenciadores Digitais" (2026), which updates the guide CONAR launched in December 2020. Self regulation. Published 12 May 2026, with effect from 1 June 2026.
- Government disclosure order (binding; applies from late October 2026): Brazil: a joint order of three Ministry of Justice secretariats (Portaria Conjunta SENACON/SEDIGI/SPDIGI No. 3 of 22 September 2026) requires anyone who distributes content because of a "relação material" (a payment or any other benefit, in cash or in kind) to tell the public, in a prominent and easy to understand way, for as long as the content stays up, live streams included (Article 9, which applies only from late October 2026); platforms that sell ads or boosting must give them a tool to do it (Article 3, from 90 days after publication), and Senacon, the national consumer secretariat, enforces the order with Consumer Code sanctions (Article 12); it is a government order under the Consumer Code, not a law passed by Congress.
- Label wording (official text): use the platform's paid content feature (for example "parceria paga") or expressions such as "#publicidade", "#publi" or an equivalent the audience understands. The guide's table lists "#publi" and "#publicidade" for identifying advertising. It says to use "#ad", "#adv", "#advertisement" and "#embaixador ou ambassador" with caution, because foreign terms may not be understood. The label should be immediate and visible, preferably on the first screen; in stories it stays visible throughout, and in lives it is kept or repeated. A collab feature or a brand hashtag alone may not be enough.
- General law: the Consumer Defence Code (Código de Defesa do Consumidor, Lei 8.078/1990), Art. 36, says advertising must be shown so the consumer recognises it as advertising "fácil e imediatamente".
- 2026 rules and rulings:
- Betting ban: Brazil: Provisional Measure (Medida Provisória) 1.394 of 25 September 2026 bans all communication, advertising, marketing and sponsorship of fixed odds betting in any physical or digital medium, including any content aimed at the Brazilian public that promotes or eases access to betting "independentemente do formato ou da forma de remuneração" (Article 16), which covers paid creator posts; a breach counts as abusive advertising under the Consumer Code (Article 18). It took effect on publication and gave ten days to remove existing ads and sponsorship signs. It is a provisional measure with the force of law, not yet voted by Congress, and was challenged at the Supreme Court with no suspension as of 15 October 2026, as reported by Agência Brasil, Exame and iGaming Brazil.
- Status checked 16 October 2026; rechecked before publication.
Chile
- Influencer rules: SERNAC's interpretive circular "Publicidad nativa e influencers" (Resolución Exenta N° 534, 16 June 2022), which is official guidance on the consumer protection law; and CONAR Chile's Código Chileno de Ética Publicitaria, 7th edition, in force from 1 January 2025, which is self regulation.
- Label wording (official text): there is no fixed label word. CONAR Chile's code (Art. 36) says influencer advertising "deberá señalizarse de manera que no quepa duda de que se trata de un contenido publicitario, pagado, patrocinado o en colaboración con una marca o empresa determinada." SERNAC's circular says the identification must be "en idioma castellano, ser expreso (no basta con etiquetar o hacer referencia al proveedor anunciante)", at least the same type size as the rest, not hidden behind "ver más" or a link, not mixed into a group of hashtags, written and spoken in videos, and repeated in lives.
- General law: the consumer protection law, Ley 19.496, requires advertising to be truthful and not misleading (Arts. 28 and 33); none of the articles we checked says in words that ads must be identifiable as ads. SERNAC's circular reads that duty into the law; that is the agency's interpretation, not words in the law.
Colombia
- Influencer rule: the SIC's "Guía de buenas prácticas en la publicidad a través de influenciadores" (2020). Official guidance, described as non binding.
- Label wording (official text): "La mejor manera para declarar la relación comercial es a través del uso de etiquetas." Examples include "#publicidad @(marca del anunciante)" and "#Patrocinadopor @(marca del anunciante)". The guide says not to use "#" followed only by "patrocinio", "en asociación con" or "gracias a [nombre de la marca]", and not only to say one is an ambassador.
- General law: the Consumer Statute (Ley 1480 de 2011), Art. 30: "Está prohibida la publicidad engañosa". None of the articles we read says in words that ads must be identifiable as ads.
- 2026: on 10 August 2026, in ruling T-241 of 2026, the Constitutional Court urged the IT ministry (MinTIC) and Congress to regulate the rights and duties of content creators and influencers. This is an exhortation, not an order. A Senate bill to regulate influencers was filed in March 2025; we could not confirm whether it has advanced.
Ecuador
- Influencer rule: none found. Our searches for an Ecuadorian influencer guide, bill or agency rule from 2025 to 2026 returned nothing.
- Label wording: no label rule found, so we quote none.
- General law: the Ley Orgánica de Defensa del Consumidor, Art. 6, bans all forms of misleading or abusive advertising. It does not say in words that ads must be identifiable as ads. The communications law (Ley Orgánica de Comunicación) was not checked.
Mexico
- Influencer rule: PROFECO's "Guía de publicidad para influencers" (2023), published through an Acuerdo in the Diario Oficial de la Federación on 21 August 2023. Official guidance, which the Acuerdo calls "un instrumento de consulta".
- Label wording (official text): "SIEMPRE INCLUYE LAS SIGUIENTES ETIQUETAS: #PublicidadPagada #Publicidad #OpinionesPersonales #PatrocinadoPor". Labels must be visible at all times and not buried among hashtags or links; in audio, say expressly that it is advertising. The guide says to avoid ambiguous references such as using only "¡Gracias empresa X!", "Embajador", "Socio", "Empresa X", "#Publi" or "#Ad". Invited events, trips and gifted products count as advertising too.
- General law: the Federal Consumer Protection Law (LFPC), Art. 32, requires advertising to be truthful, verifiable and clear. It does not say in words that ads must be identifiable as ads.
Panama
- Influencer rule: none in force. Panama: by 8 September 2026 at the latest, the National Assembly's Commerce and Economic Affairs Committee had sent Bill 654 to a three member subcommittee with 20 days to report; the bill would regulate commercial advertising and require content creators and influencers to identify any sponsored message or recommendation clearly, expressly and in advance (Asamblea Nacional news note stamped 9/8/2026); it is a bill, not law, and its stage after the subcommittee referral was not found.
- Label wording: no label rule in force (bill only), so we quote none.
- General law: Ley 45 de 2007 (consumer protection and competition), Art. 58, says advertising must be truthful. It does not say in words that ads must be identifiable as ads.
Peru
- Influencer rule: INDECOPI's "Guía de Publicidad para Influencers", second digital edition, August 2024, from its unfair competition commission. Official guidance.
- Label wording (official text): "el influencer debe colocar o mencionar expresamente en su publicación la palabra publicidad o anuncio contratado. Una opción para realizar esta divulgación es mediante el uso de etiquetas o hashtags como #publicidad o #anunciocontratado." The label must be visible, understandable and "en idioma castellano", not hidden after "ver más", not left to the end of a video, and, among many hashtags, the first one read should reveal the advertising. The guide lists "Embajador", "Socio", "Empresa X", "#Publi" or "#Ad" among references to avoid.
- General law: the unfair competition law (Decreto Legislativo 1044), Art. 16, bans acts that stop the audience recognising advertising "claramente como tal", such as ads disguised as news or opinion.
- Enforcement in practice: in a press note of 31 March 2025, Indecopi said that since 2019 it had opened 13 sanctioning procedures against influencers, content creators and companies over advertising on social networks (procedures opened, not 13 fines). In one case, a first instance decision of 4 March 2025 fined an influencer 47 UIT (251,450 soles), 1 UIT for each of 47 Instagram stories that promoted an online game as hidden advertising; the fine was open to appeal at the time (Resolución N.º 013-2025/CCD-INDECOPI). Indecopi tells influencers to tag sponsored content "Publicidad" or "#Publicidad".
- 2026: between March and June 2026, Indecopi opened 13 preliminary investigations into advertising by betting platforms, with maximum fines of 700 UIT, as reported by El Peruano, the state gazette, on 19 June 2026 (we could not load Indecopi's own page). These are not the same 13 as the procedures above.
More in the full study PDF: the children's provisions in the Brazilian, Chilean and Mexican texts; Brazil's 2026 electoral rules on paid political posts and deepfakes; CONAR's betting rules, which CONAR says, as reported in the press, are on hold while Brazil's ban lasts, and a Finance Ministry betting warning rule that has nothing to apply to while the ban lasts; enforcement examples from Brazil and Colombia; who enforces each market's rules and the fines they can set; and the full lines on Argentina's betting rule, Brazil's disclosure order and betting ban and Panama's bill, with the conversion deadline for Brazil's measure and where we read each text. Read the full study
This chapter summarises public rules; it is not legal advice.
The rules close the journey.
11 What it means for brands, and the full study
What should brands entering Latin America do with these findings?
Plan market by market and platform by platform: TikTok's ads reach a larger share of adults in six of the eight markets and Instagram's in Argentina and Brazil (DataReportal, end of 2025, adults 18+), WhatsApp leads the usage surveys we found for Brazil and Mexico (chapter 02), and the rules differ in every market (chapter 10).
This chapter is TNS's view, drawn from the findings above. It is guidance, not data, and not legal advice.
1. Plan for Instagram and TikTok together, and decide each one's role market by market. Among adults, TikTok's ads reach the larger share in six markets and Instagram's in Argentina and Brazil (DataReportal ad reach, end of 2025; chapter 04).
2. Do not treat Latin America as one market. Brazil alone holds about half of Instagram's ad audience across the eight markets, but the eight differ in size, age, income and rules (TNS calculation from DataReportal figures; chapters 01, 04 and 10).
3. Read audience numbers as a ceiling, not a head count. Ad audiences are advertising reach estimates, not users or unique people, so measure results with your own campaign data.
4. Put the disclosure label in the brief and the contract, in the local language. The guides in Brazil, Mexico and Peru list Portuguese or Spanish labels and advise caution with, or against, English tags such as "#ad" (chapter 10).
5. Check the rules in the week you launch. In one month, September 2026, Brazil issued both a disclosure order and a betting ban, so what we checked on 15 and 16 October 2026 may have moved by the time you read this (chapter 10).
6. Take extra care with betting, political and children's content. Betting and political content are where we found the newest specific rules, and in Brazil betting advertising is banned while the provisional measure lasts (chapter 10; the political and children's rules are in the full study PDF).
7. Look beyond the two platforms. WhatsApp leads the usage surveys we found for Brazil and Mexico, YouTube's ad reach grew in all eight markets, and shopping is moving inside the platforms (chapters 02, 03, 06 and 09).
8. Use third party creator counts with care. The estimates in chapter 08 come from different methods and years, so they cannot be added up or compared with each other.
Get the full study
The full study PDF holds every table, every survey with its sample and date, and every rule text we read, free and with no form to fill in. Read the full study
The full text of each point is in the full study PDF. Read the full study
Talk to TNS. TNS works with brands across Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Panama and Peru. To plan a creator or communications programme in these markets, Talk to TNS.
How we built this study
Markets. Exactly eight: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Panama and Peru, the markets TNS works in.
Audience data. All audience, population and age figures come from one series for all eight markets: DataReportal's Digital 2026 country reports, retrieved on 15 October 2026. The one exception is the history section of chapter 05, which names its own sources. Each figure carries the date its page gives: late 2025 for ad audiences and gender splits, the end of 2025 for reach shares and median age, and October 2025 for population and social media user identities. Population is United Nations data as published by DataReportal. We show every audience value as published and never cap, correct or re-round it.
What each figure is divided by. Every percentage on this page names its base where it appears; the full list of bases is in the study PDF. Read the full study
Flags and definitions. We keep every flag the source puts on a value and say so where the value appears. Ad audiences are advertising reach estimates, not monthly active users or unique people.
Income. GDP per capita in current US dollars for 2025, from the World Bank (indicator NY.GDP.PCAP.CD), retrieved on 15 October 2026 and rounded to the nearest dollar by TNS.
Calculations. Every sum, share and ratio marked "TNS calculation" was computed by script from our data files, every table value was checked by script against those files, and every other number was traced to those files or to our checked fact list. With only eight markets, we make no statistical claims: no correlations and no tests of significance. We describe and compare; we do not claim causes.
Rules. We read each market's influencer rule and general advertising law at its official source on 15 October 2026, and Brazil's September 2026 changes, Argentina's betting rule and Panama's bill on 16 October 2026, or, where we found no official source, at the secondary copy we name. Where an official site blocks automated reading, we read it from a browser copy and say so in the full study PDF. Label wording is copied word for word from the official text or, for Argentina, from the issuing body's page. We recheck every rule in the week of publication.
Surveys and other figures. Every survey, spend and platform figure was re-opened at its source by a separate reviewer before use or, where a source blocks automated reading, read from a browser copy, screenshot or capture, as the study PDF lists. Figures known only through the press are marked "as reported by" with the outlet and date.
What we did not use. No creator database run by TNS, and no creator counts of our own. No figure appears here that we could not trace to a published source.
Questions and answers
Which social platforms grew in Latin America in the past year?
Instagram, TikTok, YouTube and LinkedIn grew their ad reach in all eight markets, and X's shrank in all eight (DataReportal, Digital 2026 country reports; one year periods ending in October 2025, late 2025 or at the end of 2025). The source flags X's figures as fluctuating, and a change in ad reach can reflect platform revisions, not people joining or leaving (chapter 03).
Which social network do Latin Americans use for news?
In the Reuters Institute's 2026 survey, Facebook is the network named by the largest share of the online sample for news in Argentina, Chile, Colombia, Mexico and Peru, and Instagram is in Brazil. These are shares of online samples, not of all people, and markets must not be ranked on them (chapter 07).
Why does this study not count creators?
TNS chose to use public sources only and not to publish creator totals of its own. The public creator figures in chapter 08 use different methods, years and coverage, so they cannot be added up or compared across markets. Instead, the study measures what a brand can check: the audience each platform's ads can reach, and the rules for labelling paid posts. Chapter 08 lists other organisations' creator estimates, with credit and their limits.
Why are some TikTok figures above 100%?
In Chile, Ecuador, Mexico and Peru, DataReportal publishes TikTok ad reach above 100% of adults 18+ and flags those values itself. Ad reach estimates are not counts of unique people. We show the figures as published.
Why do Instagram and TikTok figures start at different ages?
The ad tools count differently: Instagram's figures include people aged 13 and over, while TikTok's include adults 18 and over. For a like for like comparison, use the adult reach figures in chapter 04.
Can I compare the survey figures across countries?
No. Each national survey has its own age base, period and question. We report them market by market and do not rank markets on them.
Is the rules chapter legal advice?
No. Chapter 10 summarises public rules; it is not legal advice. Check with a qualified lawyer in each market before a campaign goes live.
Can I download the study?
Yes. A free PDF of the full study is available with no form to fill in. Read the full study
How do I cite this study?
TNS (2026), "Social Media and Influencer Marketing in Latin America 2026: A TNS Study", tnsagency.com, https://tnsagency.com/en/latam-social-media-influencer-study-2026/. When you use a DataReportal figure, please also credit DataReportal and the report it comes from, as listed below.
References
Read the references
DataReportal country reports (cited in DataReportal's own format)
- We Are Social & Meltwater (2025), "Digital 2026 Argentina", retrieved from https:
/ / datareportal. com/ reports/ digital- 2026- argentina on 15 October 2026 (published 8 November 2025) - We Are Social & Meltwater (2025), "Digital 2026 Brazil", retrieved from https:
/ / datareportal. com/ reports/ digital- 2026- brazil on 15 October 2026 (published 8 November 2025) - We Are Social & Meltwater (2025), "Digital 2026 Chile", retrieved from https:
/ / datareportal. com/ reports/ digital- 2026- chile on 15 October 2026 (published 8 November 2025) - We Are Social & Meltwater (2025), "Digital 2026 Colombia", retrieved from https:
/ / datareportal. com/ reports/ digital- 2026- colombia on 15 October 2026 (published 8 November 2025) - Kepios (2025), "Digital 2026 Ecuador", retrieved from https:
/ / datareportal. com/ reports/ digital- 2026- ecuador on 15 October 2026 (published 8 November 2025) - We Are Social & Meltwater (2025), "Digital 2026 Mexico", retrieved from https:
/ / datareportal. com/ reports/ digital- 2026- mexico? rq= mexico on 15 October 2026 (published 8 November 2025) - Kepios (2025), "Digital 2026 Panama", retrieved from https:
/ / datareportal. com/ reports/ digital- 2026- panama on 15 October 2026 (published 8 November 2025) - We Are Social & Meltwater (2025), "Digital 2026 Peru", retrieved from https:
/ / datareportal. com/ reports/ digital- 2026- peru on 15 October 2026 (published 8 November 2025)
Income
- World Bank, GDP per capita (current US$), NY.GDP.PCAP.CD, 2025, retrieved 15 October 2026, https:
/ / api. worldbank. org/ v2/ country/ ARG; BRA; CHL; COL; ECU; MEX; PAN; PER/ indicator/ NY. GDP. PCAP. CD? format= json& mrnev= 1& per_ page= 50
Rules (chapter 10)
- Argentina: CONARP, "Influencers: Guía para la comunicación con fines comerciales" (2020), https:
/ / anunciantes. org. ar/ influencers- guia- para- la- comunicacion- con- fines- comerciales/ ; Decreto 274/2019, https: / / www. boletinoficial. gob. ar/ pdf/ aviso/ primera/ 205888/ 20240313 ; Ley 24.240 (consolidated), https: / / servicios. infoleg. gob. ar/ infolegInternet/ anexos/ 0- 4999/ 638/ texact. htm ; bills 1225-D-2024, https: / / www4. hcdn. gob. ar/ dependencias/ dsecretaria/ Periodo2024/ PDF2024/ TP2024/ 1225- D- 2024. pdf , and 4060-D-2024, https: / / www4. hcdn. gob. ar/ dependencias/ dsecretaria/ Periodo2024/ PDF2024/ TP2024/ 4060- D- 2024. pdf ; Senate bill, Diario Judicial (3 July 2024), https: / / www. diariojudicial. com/ news- 98169- influencers- en- la- mira ; Resolución 446/2025, Boletín Oficial (3 November 2025), https: / / www. boletinoficial. gob. ar/ detalleAviso/ primera/ 333879/ 20251103 , and InfoLEG, original text, https: / / servicios. infoleg. gob. ar/ infolegInternet/ anexos/ 415000- 419999/ 419693/ norma. htm , and updated text with the Annex replaced by Resolución 271/2026, https: / / servicios. infoleg. gob. ar/ infolegInternet/ anexos/ 415000- 419999/ 419693/ texact. htm
- Brazil: CONAR, "Guia de Marketing e Publicidade por Influenciadores Digitais" (2026), https:
/ / conar. wpenginepowered. com/ wp- content/ uploads/ 2026/ 05/ 260525_ GUIA_ INFLUENCIADORES_ CONAR_ v6. pdf ; CONAR codes (CBAP), https: / / www. conar. org. br/ codigos ; Código de Defesa do Consumidor, Lei 8.078/1990, https: / / www. planalto. gov. br/ ccivil_ 03/ leis/ l8078compilado. htm ; Portaria Conjunta SENACON/SEDIGI/SPDIGI No. 3 (22 September 2026), https: / / www. gov. br/ mj/ pt- br/ assuntos/ noticias- 1/ novas- regras- para- publicidade- digital- visam- conter- fraudes- e- golpes/ sei_ 37080960_ portaria_ conjunta_ 31. pdf/ @@download/ file , and Ministry of Justice news page, https: / / www. gov. br/ mj/ pt- br/ assuntos/ noticias- 1/ novas- regras- para- publicidade- digital- visam- conter- fraudes- e- golpes ; Medida Provisória 1.394 (25 September 2026), https: / / www. planalto. gov. br/ ccivil_ 03/ _ ato2023- 2026/ 2026/ mpv/ mpv1394. htm ; Supreme Court challenges as reported by Agência Brasil (6 October 2026), Exame (9 October 2026) and iGaming Brazil (15 October 2026) (no addresses recorded)
- Chile: SERNAC, Circular Interpretativa "Publicidad nativa e influencers" (2022), https:
/ / www. sernac. cl/ portal/ 618/ w3- article- 65742. html and https: / / www. sernac. cl/ portal/ 618/ articles- 65742_ archivo_ 01. pdf? ts= 1656455012 ; CONAR Chile, Código Chileno de Ética Publicitaria, 7th edition, https: / / www. conar. cl/ wp- content/ uploads/ 2024/ 12/ CCHEP7- 2024. pdf ; Ley 19.496, Arts. 28 and 33 on SERNAC's pages, https: / / sernac. cl/ portal/ 609/ w3- propertyvalue- 58760. html and https: / / sernac. cl/ portal/ 609/ w3- propertyvalue- 58783. html ; SII Resolución Exenta No. 128 (1 October 2025), https: / / www. sii. cl/ normativa_ legislacion/ resoluciones/ 2025/ reso128. pdf , and Diario Oficial extract (11 October 2025), https: / / www. diariooficial. interior. gob. cl/ publicaciones/ 2025/ 10/ 11/ 44272/ 01/ 2708295. pdf ; SII Resolución Exenta No. 113 (31 August 2026), https: / / www. sii. cl/ normativa_ legislacion/ resoluciones/ 2026/ reso113. pdf , and SII news (1 September 2026), https: / / www. sii. cl/ noticias/ 2026/ 010926noti02pcr. htm
- Colombia: SIC, "Guía de buenas prácticas en la publicidad a través de influenciadores" (2020), https:
/ / sedeelectronica. sic. gov. co/ transparencia/ normativa/ guia- de- buenas- practicas- en- la- publicidad- traves- de- influenciadores and https: / / sedeelectronica. sic. gov. co/ sites/ default/ files/ normatividad/ 112020/ GU%C3 %8D A%20 DE%20 BUENAS%20 PR%C3 %81 CTICAS%20 EN%20 LA%20 PUBLICIDAD%20 A%20 TRAV%C3 %89 S%20 DE%20 INFLUENCIADORES%20 005. pdf ; Ley 1480 de 2011, http: / / www. secretariasenado. gov. co/ senado/ basedoc/ ley_ 1480_ 2011. html and https: / / www. alcaldiabogota. gov. co/ sisjur/ normas/ Norma1. jsp? i= 44306 ; El Colombiano on the Senate bill (12 March 2025), https: / / www. elcolombiano. com/ tendencias/ dia- influencers- colombia- regulacion- publicidad- digital- congreso- II26842749 ; Constitutional Court, ruling T-241 of 2026, https: / / www. corteconstitucional. gov. co/ relatoria/ 2026/ T- 241- 26. htm - Ecuador: Ley Orgánica de Defensa del Consumidor (WIPO Lex, text as amended to 16 January 2015), https:
/ / www. wipo. int/ wipolex/ en/ legislation/ details/ 18943 ; official listing, https: / / www. gob. ec/ regulaciones/ 21- ley- organica- defensa- consumidor
- Mexico: Acuerdo publishing the PROFECO guide, Diario Oficial de la Federación (21 August 2023), https:
/ / www. dof. gob. mx/ nota_ detalle. php? codigo= 5699347& fecha= 21/ 08/ 2023 ; PROFECO, "Guía de publicidad para influencers" (2023), https: / / dof. gob. mx/ 2023/ PROFECO/ guiainfluencers. pdf ; Ley Federal de Protección al Consumidor, https: / / www. diputados. gob. mx/ LeyesBiblio/ pdf/ LFPC. pdf
- Panama: Ley 45 de 2007, Gaceta Oficial 25914, https:
/ / www. gacetaoficial. gob. pa/ pdfTemp/ 25914/ GacetaNo_ 25914_ 20071107. pdf ; National Assembly news note on Bill 654 (stamped 9/8/2026), https: / / www. asamblea. gob. pa/ Noticias/ Noticias/ CONTINUAN- EN- ANALISIS- NORMAS- QUE- BUSCAN- LA- PROTECCION- DE- LOS- CONSUMIDORES- - Peru: INDECOPI, "Guía de Publicidad para Influencers" (2024), https:
/ / cdn. www. gob. pe/ uploads/ document/ file/ 6774363/ 5870366- guia- de- publicidad- para- influencers- 2024. pdf ; Decreto Legislativo 1044 (WIPO Lex, consolidated to DL 1391), https: / / www. wipo. int/ wipolex/ en/ legislation/ details/ 18791 ; Indecopi press note (31 March 2025), https: / / www. gob. pe/ institucion/ indecopi/ noticias/ 1137384- indecopi- esta- reforzando- su- vigilancia- contra- la- publicidad- encubierta- y- enganosa- en- las- redes- sociales , and Andina, https: / / andina. pe/ agencia/ noticia- indecopi- refuerza- vigilancia- contra- publicidad- encubierta- y- enganosa- redes- sociales- 1024354. aspx ; El Peruano (19 June 2026), https: / / elperuano. pe/ noticia/ 298320- mundial- 2026- influencers- y- apps- de- apuestas- deben- incluir- advertencia- obligatoria- por- ludopatia
Surveys and polls (chapters 01, 02 and 04 to 09)
- AIMX, 21° Estudio Hábitos de los Usuarios de Internet 2026, public version, https:
/ / irp. cdn- website. com/ 81280eda/ files/ uploaded/ Estudio- Habitos- de- los- Usuarios- de- Internet- 2026- Version- publica. pdf ; release date per DPL News (18 May 2026), https: / / dplnews. com/ ? p= 316125 - Andina (31 December 2025), https:
/ / andina. pe/ agencia/ noticia- el- 55- los- peruanos- sigue- a- creadores- contenido- revela- estudio- 1057619. aspx (Kantar IBOPE Media study as reported; earlier reported by Forbes Perú, 5 December 2025) - Cadem, Estudio 5C N.121 (August 2026), https:
/ / cadem. cl/ wp- content/ uploads/ 2026/ 08/ 5C- S2ago26_ N121_ VF. pdf - Cetic.br, Painel TIC Integridade da Informação (10 April 2026), https:
/ / cetic. br/ media/ analises/ painel_ tic_ integridade_ informacao_ apresentacao. pdf - CIEPS, Centro Internacional de Estudios Políticos y Sociales (13 March 2026), https:
/ / cieps. org. pa/ medios- de- comunicacion- muy- influyentes- pero- sin- la- confianza- de- las- audiencias/ - CRC, El rol de los servicios OTT en el sector de las comunicaciones en Colombia 2025, Segmento Residencial (November 2025), https:
/ / www. postdata. gov. co/ sites/ default/ files/ story/ Presentaci%C3 %B3 n_ RESIDENCIAL_ v6. pdf - DANE, ENTIC Hogares 2024, boletín técnico (1 August 2025), https:
/ / www. dane. gov. co/ files/ operaciones/ ENTIC/ bol- ENTICHogares- 2024. pdf - IBGE, PNAD Contínua: Acesso à Internet e à televisão e posse de telefone móvel celular para uso pessoal 2025, Agência de Notícias (2 July 2026), https:
/ / agenciadenoticias. ibge. gov. br/ agencia- noticias/ 2012- agencia- de- noticias/ noticias/ 47408- proporcao- de- usuarios- da- internet- no- pais- ultrapassou- 90- da- populacao- de- 10- anos- ou- mais- em- 2025 - INDEC, Acceso y uso de tecnologías de la información y la comunicación. EPH, Informes Técnicos Vol. 9, nº 113 (15 May 2025), https:
/ / www. indec. gob. ar/ uploads/ informesdeprensa/ mautic_ 05_ 25FD0D0C4A71. pdf - INEC, ENEMDU, Tecnologías de la Información y Comunicación (July 2025), https:
/ / www. ecuadorencifras. gob. ec/ documentos/ web- inec/ Estadisticas_ Sociales/ TIC/ 2025/ 202507_ Tecnologia_ de_ la_ Informacion_ y_ Comunicacion- TICs. pdf - INEC (Panama), Censos 2023, Cuadro 20, https:
/ / www. inec. gob. pa/ archivos/ P053342420231215115040Cuadro%20 20. pdf , and Cuadro 3 (occupied private dwellings), https: / / www. inec. gob. pa/ archivos/ P053342420231215151823Cuadro%20 3. pdf - INEGI, ENDUTIH 2023 (13 June 2024), https:
/ / www. inegi. org. mx/ contenidos/ saladeprensa/ boletines/ 2024/ ENDUTIH/ ENDUTIH_ 23. pdf - INEGI, ENDUTIH 2025, press release 32/26 (16 June 2026), https:
/ / www. inegi. org. mx/ contenidos/ saladeprensa/ boletines/ 2026/ endutih/ ENDUTIH_ 25. pdf - INEI, Informe Técnico N° 03 (September 2026), https:
/ / www. inei. gob. pe/ media/ MenuRecursivo/ boletines/ boletin- tic- iit2026. pdf - Ipsos Mexico, La otra cara del Mundial, Parte 2 (24 April 2026), https:
/ / www. ipsos. com/ sites/ default/ files/ ct/ news/ documents/ 2026- 04/ Mundial2026%20 Parte%20 2. pdf and https: / / www. ipsos. com/ es- mx/ ipsos- la- otra- cara- del- mundial- parte- 2 - Meio & Mensagem (31 July 2026), https:
/ / www. meioemensagem. com. br/ midia/ instagram- lidera- a- influencia- na- decisao- de- compra - Opinion Box and Influency.me, Influenciadores Digitais 2025, https:
/ / influency. me/ blog/ influenciadores- digitais- 2025- insights- da- pesquisa- opinion- box- e- influency- me- sobre- marketing- de- influencia- no- brasil/ - Opinion Box, Pesquisa YouTube no Brasil (August 2026), https:
/ / content. app- us1. com/ JY8yY/ 2026/ 08/ 13/ b80184c0- 81e8- 4360- 95b5- d9c96c21f94e. pdf - Pew Research Center (22 March 2024), https:
/ / www. pewresearch. org/ short- reads/ 2024/ 03/ 22/ whatsapp- and- facebook- dominate- the- social- media- landscape- in- middle- income- nations/ and topline, https: / / www. pewresearch. org/ wp- content/ uploads/ 2024/ 03/ SR_ 24. 03. 22_ platforms_ topline. pdf - Propmark (19 August 2025), https:
/ / propmark. com. br/ digital/ orcamento- robusto- de- marcas- em- marketing- de- influencia- dobra- em- um- ano/ - Reuters Institute, Digital News Report 2026, country pages (16 June 2026): https:
/ / reutersinstitute. politics. ox. ac. uk/ digital- news- report/ 2026/ argentina , /brazil , /chile , /colombia , /mexico and /peru on the same address, and methodology, https: / / reutersinstitute. politics. ox. ac. uk/ digital- news- report/ 2026/ methodology - Subtel, Duodécima Encuesta sobre acceso, usos y usuarios de Internet en Chile, presentation (November 2025), the source of the "Hoy" answer and the other Subtel figures in this study, https:
/ / www. subtel. gob. cl/ wp- content/ uploads/ 2026/ 02/ Presentacion- Subtel- Acceso- y- Uso- Internet- 2025_ v1. pdf ; final report (14 November 2025), for the method, https: / / www. subtel. gob. cl/ wp- content/ uploads/ 2026/ 02/ Informe- Final- Acceso- y- Uso- Internet- 2025_ 03. pdf - YouPix and Nielsen, ROI & Influência 2025 (August 2025), https:
/ / members. youpix. com. br/ pesquisa- roi- 2025- download
Platform and company sources (chapters 06 and 09)
- Expansión (6 February 2025), https:
/ / expansion. mx/ tecnologia/ 2025/ 02/ 06/ tiktok- shop- mexico- asi- podras- ganar- dinero - Kuaishou Technology, fourth quarter and full year 2024 results (25 March 2025), https:
/ / ir. kuaishou. com/ news- releases/ news- release- details/ kuaishou- technology- announces- fourth- quarter- and- full- year- 2024/ - Marketing Future Today, interview with Vitor Yu (29 September 2026), https:
/ / marketingfuturetoday. com/ future- brand- lab/ conectamos- marcas- ao- brasil- real- afirma- vitor- yu- do- kwai/ - Stream Hatchet, 2025 yearly report in live streaming trends, https:
/ / hatchet. gg/ resources/ guides/ 2025- yearly- report- in- live- streaming- trends/ - TikTok Newsroom Brasil, TikTok Shop launch, https:
/ / newsroom. tiktok. com/ pt- br/ tiktok- shop- chega- ao- brasil , and first year results (4 June 2026), https: / / newsroom. tiktok. com/ tiktok- shop- cresce- 102- vezes- em- seu- primeiro- ano- no- brasil? lang= pt- BR - YouTube Official Blog Brasil, Shopping Affiliate Program, https:
/ / blog. youtube/ intl/ pt- br/ news- and- events/ yt- shopping- afiliados- brasil/ - YouTube, Relatório de Impacto do YouTube 2025: blog post (1 August 2026), https:
/ / blog. youtube/ intl/ pt- br/ news- and- events/ relatorio- de- impacto- do- youtube- 2026/ , and report page, https: / / www. youtube. com/ intl/ ALL_ br/ howyoutubeworks/ youtubes- impact/
Creator counts and spend (chapter 08)
- HypeAuditor, State of Influencer Marketing, https:
/ / hypeauditor. com/ uploaded- files/ state- of- im- 2026. pdf - HypeAuditor with IAB Argentina, 2025 Estado del Marketing de Influencers, Argentina, https:
/ / www. iabargentina. com. ar/ descargas/ Argentina%20- %20 Estado%20 de%20 mkt%20 de%20 influencers. pdf - IAB Colombia (11 March 2026), https:
/ / www. iabcolombia. com/ noticias/ la- inversion- en- publicidad- digital- en- colombia- supero- los- 3- billones- en- 2025/ - Insider Latam (14 October 2026), https:
/ / insiderlatam. com/ inversion- publicitaria- en- mexico- crece- 17- 4- en- 2025- impulsada- por- el- canal- digital- y- nuevos- formatos/ - SII (Chile's tax office), Operación Renta 2025 news (13 October 2025), https:
/ / www. sii. cl/ noticias/ 2025/ 131025noti01smn. htm ; Operación Renta 2025 results (29 September 2025), https: / / www. sii. cl/ noticias/ 2025/ 290925noti01pcr. htm - Influencity, study of influencers in Latin America, 2023 edition (undated page), https:
/ / influencity. com/ es/ recursos/ estudios/ el- mayor- estudio- de- influencers- de- latinoamerica- 2023/ - Portafolio, interview with YouTube's vice president for the Americas (21 June 2022), https:
/ / www. portafolio. co/ negocios/ empresas/ youtube- se- abre- a- compras- online- desde- videos- 567284 - DPL News on the SRI's 2023 report (13 March 2024), https:
/ / dplnews. com/ ? p= 227278 - La Estrella de Panamá (14 July 2026), https:
/ / www. laestrella. com. pa/ panama/ nacional/ proponen- regular- a- los- influencers- en- panama- asi- seria- la- nueva- ley- de- contenido- digital- PO24084784 ; TVN (14 July 2026), https: / / www. tvn- 2. com/ nacionales/ diputada- walkiria- chandler- presenta- anteproyecto- creadores- de- contenidos- informen- sobre- publicidad- pagada_ 1_ 2251106. html ; Tico Times (19 July 2026), https: / / ticotimes. net/ 2026/ 07/ 19/ panama- bill- requires- influencers- to- disclose- paid- posts - Mercado Negro (24 April 2025), https:
/ / mercadonegro. pe/ marketing/ marketing- digital/ youtube- cumple- 20- anos- como- ha- evolucionado- el- contenido- en- peru- y- su- impacto- en- la- industria- digital
- UNESCO, Influencers in Latin America, Discussion Papers No. 33 (2026), https:
/ / gedai. ufpr. br/ wp- content/ uploads/ 2026/ 03/ UNESCO- Influencers- in- Latin- America. pdf
Internet use and edition changes (chapter 05)
- ITU, individuals using the Internet (% of population), World Telecommunication/ICT Indicators Database, through the World Bank, IT.NET.USER.ZS, 2015 to 2024 (database updated 8 October 2026), retrieved 21 October 2026, https:
/ / api. worldbank. org/ v2/ country/ ARG; BRA; CHL; COL; ECU; MEX; PAN; PER/ indicator/ IT. NET. USER. ZS? format= json& date= 2015: 2025& per_ page= 200 - INEGI, ENDUTIH 2018, Comunicado 179/19 (2 April 2019), https:
/ / www. inegi. org. mx/ contenidos/ saladeprensa/ boletines/ 2019/ OtrTemEcon/ ENDUTIH_ 2018. pdf - Cetic.br, TIC Domicílios 2016 to 2024, table C5, https:
/ / cetic. br/ pt/ tics/ domicilios/ 2024/ individuos/ C5/ (the same address for each year; 2016 to 2019 on the English pages, https: / / cetic. br/ en/ tics/ domicilios/ 2016/ individuos/ C5/ ); the 2020 telephone method is stated in the TIC Domicílios 2020 Resumo Executivo, https: / / www. cgi. br/ media/ docs/ publicacoes/ 2/ 20211124201505/ resumo_ executivo_ tic_ domicilios_ 2020. pdf
- DataReportal (Kepios), Digital 2023, Digital 2024 and Digital 2025 country reports for the eight markets (published 12 and 13 February 2023, 23 February 2024 and 3 March 2025), retrieved 21 October 2026, https:
/ / datareportal. com/ reports/ digital- 2023- argentina and the same address for each edition and market (digital-2024-..., digital-2025-...)
Bluesky box (chapter 03)
- Brazil's Supreme Federal Court (STF), decision in Pet 12.404 (30 August 2024; return authorised 8 October 2024) (no address recorded)
- Bluesky (4 September 2024), https:
/ / bsky. social/ about/ blog/ 09- 04- 2024- welcome - Seckin and others, arXiv preprint (April 2025), https:
/ / arxiv. org/ html/ 2504. 12902v1 - Search Engine Land (18 March 2025), https:
/ / searchengineland. com/ bluesky- ppc- 453293 - TechCrunch (15 October 2026), https:
/ / techcrunch. com/ 2026/ 10/ 15/ bluesky- wants- to- make- it- easier- to- buy- sell- and- fundraise- on- the- network/
Sources cited only in the full study PDF (the further rule material of chapter 10, a Colombian consumer survey and the SII's other influencer counts) are listed there. Read the full study