Mexico streaming data rises to 24.6% in July 2025 Nielsen report

Nielsen IBOPE released its July 2025 edition of "The Gauge" for Mexico on August 20, 2025, revealing continued growth in streaming consumption across Mexican households. The measurement, based on data from 1,650 broadband and non-broadband households across 28 major cities, represents the most comprehensive analysis of television viewing patterns in the country.

According to Nielsen's methodology, the streaming category encompasses "high bandwidth streaming events accessed through the household's broadband network regardless of the used platform and that was not identified as part of the Broadcast or Pay TV buckets." This definition excludes traditional broadcast content accessed through streaming platforms, ensuring accurate categorization of true streaming consumption.

The July 2025 data shows streaming viewership increased from 23.7% in June to 24.6% in July, representing a modest but consistent growth trajectory. Netflix maintained its position as the second-largest streaming platform with 5.0% of total viewing time, while YouTube dominated the streaming category with 11.6% share. ViX captured 0.8% of viewing time, Disney+ held 0.7%, and other streaming platforms collectively accounted for 4.1% of total television consumption.

Broadcast television continues to dominate Mexico's television landscape, accounting for 33.6% of total viewing time during July 2025. According to Nielsen's definition, this category includes "live and Time Shifted Viewing (TSV) audience of Open TV Channels broadcast contents that are referenced and reported in a disaggregated manner in the official Nielsen IBOPE TV audience measurement study (TAM) in Mexico, regardless of the used platform for viewing."

Pay TV services captured 11.6% of viewing time, maintaining their position ahead of individual streaming platforms but trailing the combined streaming category. The Pay TV measurement encompasses "live and Time Shifted Viewing (TSV) audience of Pay TV Channels broadcast contents that are referenced and reported in a disaggregated manner in the official Nielsen IBOPE TV audience measurement study (TAM) in Mexico."

The "Others" category represented 30.2% of total viewing time in July 2025. This diverse classification includes several distinct viewing behaviors: live audience consumption of television channels not referenced in Nielsen IBOPE's official measurement study, usage of peripheral devices such as gaming consoles and Blu-ray players when not streaming video content, and periods of non-audio activity detected by people meters.

Nielsen's expanded measurement methodology for Mexico reflects the company's commitment to providing more accurate streaming data. The current study encompasses a universe of 60,605,522 people aged four and above, with viewing data collected during the total day period from 2:00 to 26:00 hours. The consolidated audience measurement incorporates live viewing, time-shifted viewing over seven days, and video-on-demand consumption.

The July 2025 results demonstrate streaming's steady advancement in Mexico's media landscape. Compared to July 2024 data, when streaming accounted for 19.7% of viewing time, the current 24.6% figure represents a 4.9 percentage point increase year-over-year. This growth trajectory aligns with broader patterns observed in Mexico's streaming evolution over recent years.

Platform performance within the streaming category reveals interesting competitive dynamics. YouTube's 11.6% share in July 2025 demonstrates the platform's continued dominance in Mexico's streaming market. Netflix's 5.0% share represents consistent performance, while Disney+ captured 0.7% of total viewing time. The presence of ViX with 0.8% share reflects the growing importance of Spanish-language streaming content in the Mexican market.

The measurement methodology employed by Nielsen IBOPE encompasses 28 main cities across Mexico, providing coverage of the country's primary metropolitan areas. The sample includes both broadband and non-broadband households, ensuring representation of diverse connectivity scenarios across the Mexican television audience.

Technical specifications of Nielsen's measurement system reveal sophisticated tracking capabilities. The People 4+ target demographic encompasses the vast majority of Mexico's television audience, while the 24-hour measurement window captures viewing patterns throughout the entire day. The consolidated audience measurement approach accounts for various viewing behaviors, including traditional live viewing, time-shifted consumption, and on-demand streaming.

Historical context shows significant volatility in Mexico's streaming landscape. June 2024 data indicated streaming reached 19.0% of viewing time, while August 2024 measurements showed streaming usage rising to 22.5% with the introduction of MAX into the rankings.

The advertising implications of streaming's growth in Mexico remain significant for marketing professionals. Traditional broadcast television's 33.6% share maintains its position as the largest single category, but streaming's 24.6% share represents a substantial audience that requires different advertising approaches and measurement methodologies.

Nielsen's data collection process incorporates both broadband and non-broadband households, recognizing that streaming consumption patterns vary based on internet connectivity infrastructure across Mexico's diverse geographic regions. The 28-city measurement scope encompasses major metropolitan areas where streaming adoption typically occurs first and most rapidly.

Platform diversity within Mexico's streaming ecosystem reflects global trends toward fragmented viewing patterns. Beyond the major international platforms like Netflix and Disney+, regional services like ViX demonstrate the importance of Spanish-language content in capturing Mexican audience attention. YouTube's dominance suggests that user-generated and short-form content continues to resonate strongly with Mexican viewers.

The methodological transition Nielsen implemented in 2024, expanding from 200 to 450 households and eventually to the current sample size, provides greater confidence in the accuracy of streaming measurements. This enhancement addressed earlier limitations in capturing comprehensive streaming behavior across Mexico's diverse media landscape.

Seasonal factors may influence the July 2025 results, as summer viewing patterns often differ from other periods throughout the year. However, the consistent month-over-month growth from June's 23.7% to July's 24.6% suggests underlying structural shifts in viewing preferences rather than temporary seasonal fluctuations.

The competitive landscape among streaming platforms in Mexico demonstrates both consolidation around major players and opportunities for specialized services. Netflix's steady 5.0% share reflects the platform's established position, while YouTube's 11.6% dominance indicates the continued appeal of diverse, user-generated content formats.

Distribution of viewing time across the four major categories—Broadcast (33.6%), Others (30.2%), Streaming (24.6%), and Pay TV (11.6%)—reveals a television ecosystem in transition. While broadcast maintains its leadership position, streaming's quarter-share of viewing time represents a significant shift from traditional consumption patterns established over previous decades.

According to Nielsen's measurement framework, the continued evolution of Mexico's television landscape reflects broader technological and cultural changes affecting media consumption globally. The company's comprehensive tracking methodology provides essential data for understanding these shifts and their implications for content creators, distributors, and advertisers operating in the Mexican market.

Timeline

• January 30, 2023: Netflix partners with Nielsen for audience insights across US, Mexico and Poland
• June 2023: Nielsen reports streaming reached 21.4% share in Mexico
• February 19, 2024: Streaming services experience slight dip to 22.8% viewing share in Mexico
• June 19, 2024: Nielsen revamps The Gauge Mexico methodology, expanding household sample
• July 17, 2024: Nielsen reveals Mexico streaming reaches 19.7% of TV viewing time
• August 25, 2024: Streaming usage rises 2.8 points to 22.5% with MAX joining rankings
• October 25, 2024: Streaming viewership drops to 21.5% in September
• November 26, 2024: Mexican streaming usage decreases to 20.4% in October
• August 20, 2025: Nielsen IBOPE releases July 2025 data showing streaming at 24.6%

PPC Land explains

Nielsen IBOPE: The primary television audience measurement company in Mexico, providing comprehensive data on viewing habits across broadcast, streaming, and pay TV platforms. Nielsen IBOPE operates as the official source for television audience measurement studies (TAM) in Mexico, collecting data from representative household samples to track consumption patterns across different demographic groups and geographic regions.

Streaming: High bandwidth streaming events accessed through household broadband networks, specifically excluding content categorized under broadcast or pay TV measurements. This category encompasses on-demand video services, live streaming platforms, and digital content delivery systems that require internet connectivity for consumption.

The Gauge: Nielsen's monthly comprehensive snapshot of television consumption across all major distribution platforms, including broadcast, cable, streaming, and other sources. The Gauge provides macro-analysis of viewing patterns and serves as the industry standard for understanding television market dynamics in Mexico.

Broadcast: Live and time-shifted viewing of open television channels that are referenced and reported in Nielsen IBOPE's official TV audience measurement study, regardless of the platform used for viewing. This category includes traditional over-the-air broadcasts, recorded programming, and linear content accessed through various distribution methods.

Pay TV: Live and time-shifted viewing of subscription television channels that are measured and reported in Nielsen IBOPE's official audience measurement study. Pay TV encompasses cable, satellite, and subscription-based television services that require payment for access to premium content offerings.

YouTube: The dominant streaming platform in Mexico's digital landscape, consistently capturing the largest share of streaming viewership with 11.6% of total TV viewing time in July 2025. YouTube's success reflects the platform's diverse content ecosystem, user-generated videos, and appeal across different demographic segments.

Netflix: The leading subscription video-on-demand service in Mexico, maintaining a steady 5.0% share of total television viewing time. Netflix's position demonstrates the platform's established content library, original productions, and strong brand recognition among Mexican audiences.

Mexico: The geographic focus of Nielsen's measurement study, encompassing 28 major cities and representing a television universe of over 60 million viewers aged four and above. Mexico's diverse media landscape includes traditional broadcast dominance alongside growing streaming adoption.

Viewing Time: The fundamental measurement unit used by Nielsen IBOPE to quantify television consumption across all platforms and categories. Viewing time calculations incorporate live viewing, time-shifted consumption up to seven days, and video-on-demand usage to provide comprehensive audience measurement.

Methodology: Nielsen IBOPE's systematic approach to measuring television consumption, utilizing data from 1,650 broadband and non-broadband households across 28 main cities. The methodology encompasses people aged four and above, covers 24-hour viewing periods, and consolidates live, time-shifted, and on-demand consumption patterns to ensure accurate representation of viewing behaviors.

Summary

Who: Nielsen IBOPE Mexico conducted television audience measurements across 1,650 households in 28 major Mexican cities, tracking viewing behaviors of people aged four and above representing a universe of 60,605,522 viewers.

What: Streaming television viewership in Mexico reached 24.6% of total TV viewing time in July 2025, marking a 0.9 percentage point increase from June 2025 and representing continued growth in digital content consumption patterns.

When: The data covers July 2025 viewing patterns, with Nielsen IBOPE releasing the report on August 20, 2025, as part of their monthly "The Gauge" series tracking Mexican television consumption.

Where: The measurement encompasses 28 main cities across Mexico, including both broadband and non-broadband households to provide comprehensive coverage of the country's primary metropolitan television markets.

Why: Streaming's growth reflects Mexico's ongoing digital transformation in media consumption, driven by improved broadband infrastructure, diverse content offerings, and changing viewer preferences toward on-demand entertainment options.