Streaming share rebounds to 23.7% in Mexico after 2024 decline, Nielsen data shows

Mexico's streaming television landscape demonstrated remarkable resilience in June 2025, according to Nielsen's latest "The Gauge" report published in July 2025. Streaming services captured 23.7% of total TV viewing time, marking a recovery from the previous year's decline and representing the highest penetration recorded across the three-year analysis period.

The June 2025 figures represent a modest 0.2 percentage point increase from May 2025, but the broader trend reveals significant market dynamics when compared to historical data. According to Nielsen's comprehensive measurement system, streaming viewership reached 21.4% in June 2023, dropped to 19.0% in June 2024, then surged to the current 23.7% level.

Measurement methodology expands significantly

Nielsen substantially expanded its measurement capabilities between the reporting periods, demonstrating the company's commitment to comprehensive audience tracking. The 2023 study monitored 200 broadband households from three major cities: Mexico City (AMCM), Guadalajara, and Monterrey, covering a universe of 23,029,597 people aged four and above.

By 2024, Nielsen broadened its scope to include 450 broadband and non-broadband households across 28 main cities, expanding the measured universe to 58,404,410 people. The 2025 measurement further increased to 1,650 broadband and non-broadband households from the same 28 cities, now representing 60,605,522 people in the target demographic.

This expansion reflects the growing importance of streaming measurement in Mexico's media landscape. "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," according to Nielsen's streaming definition in the 2025 report.

Platform performance shows mixed results

YouTube maintained its position as Mexico's dominant streaming platform across all three measurement periods, though its share fluctuated significantly. The platform commanded 11.3% of streaming viewership in June 2023, declined to 8.9% in 2024, then recovered to 11.1% in 2025.

Netflix demonstrated consistent growth trajectory, increasing from 4.9% in 2023 to 4.4% in 2024, then jumping to 5.0% in 2025. According to the 2024 report, "Netflix increased by 1.1 share points" during that measurement period, indicating strong momentum that continued into 2025.

Amazon Prime Video showed steady growth, progressing from 0.7% in 2023 to 1.0% in 2024, reaching 1.1% in 2025. Disney+ maintained remarkable consistency at 0.7% across all three years, suggesting a stable but limited audience base.

ViX, which did not appear in the 2023 measurements, established itself as a notable player by 2024 with 0.5% share, growing slightly to 0.6% in 2025. HBO Max emerged as a new entrant in the 2025 data with 0.5% share.

Traditional television maintains strong presence

Despite streaming's growth, traditional broadcast television remained the dominant viewing category throughout the measurement period. Broadcast viewing accounted for 35.4% in 2023, increased to 38.3% in 2024, but the 2025 data did not provide a specific broadcast percentage in the available documentation.

Pay TV demonstrated volatile performance, starting at 16.0% in 2023, dropping to 11.5% in 2024, then surging dramatically to 24.0% in 2025. This significant increase suggests potential changes in content offerings or measurement methodology between the reporting periods.

The "Others" category, which includes gaming consoles, DVD players, and non-audio activity periods, fluctuated from 27.2% in 2023 to 31.2% in 2024, before settling at 28.2% in 2025.

Technical measurement enhancements

Nielsen's measurement approach incorporates sophisticated audience tracking methodologies. According to the reports, the system captures "Live and Time Shifted Viewing (TSV) audience" across multiple platforms, including "streaming platforms, online transmission of the TV signal" for both broadcast and pay TV content.

The measurement includes "Consolidated (Live+TSV 7 days+VOD)" audience data, providing comprehensive viewing patterns across different consumption methods. The system operates during "Total Day – 2:00 to 26:00 hrs" timeframes, ensuring complete daily viewing capture.

"Non Audio Activity: Time periods in which no audio is detected on the TV set by the people meter," according to Nielsen's methodology documentation, represents a sophisticated approach to accurate audience measurement that distinguishes active viewing from passive television usage.

Market implications for advertising strategies

These streaming trends carry significant implications for Mexico's advertising landscape. The volatility in streaming shares between 2023-2025 suggests marketers must remain agile in their media planning approaches. PPC Land previously highlighted how streaming measurement changes affect programmatic advertising strategies in Latin American markets.

The consistent growth in sample size and geographic coverage indicates Nielsen's recognition of streaming's importance for advertiser decision-making. Media buyers increasingly require granular data about streaming consumption patterns to optimize their digital advertising investments effectively.

Platform-specific performance variations also suggest differentiated advertising opportunities. YouTube's dominance across all measurement periods positions it as a crucial platform for video advertising campaigns, while Netflix's steady growth indicates expanding opportunities for brand partnerships and product placement strategies.

Regional expansion drives measurement accuracy

Nielsen's geographic expansion from three cities in 2023 to 28 cities by 2024-2025 represents a significant methodological improvement. This broader coverage provides more representative data for national advertising planning and media investment decisions.

The inclusion of both broadband and non-broadband households in later measurements acknowledges Mexico's diverse connectivity landscape. This comprehensive approach ensures measurement accuracy across different socioeconomic segments, crucial for advertisers targeting varied demographic groups.

"YUMI TV, Streaming Ratings Transition Database" serves as Nielsen's technical infrastructure for these measurements, according to the documentation. This system enables consistent tracking across different viewing platforms and devices.

Historical context and market development

The three-year analysis reveals Mexico's streaming market maturity process. The initial growth from 2023 to peak levels, followed by 2024's decline, then 2025's recovery, suggests market stabilization rather than exponential growth patterns seen in other regions.

"The streaming usage growth trend in Mexico continued in June, as streaming grew its share of TV to 21.4%, up 1.7 share points from May, making June the month with the highest streaming usage so far this year," according to the 2023 Nielsen report, indicating early market enthusiasm.

However, 2024's data showed more measured growth: "During June, streaming audiences in Mexico increased by 1.4 percentage points compared to the previous month, accounting for 19% of TV viewing time," suggesting market maturation.

The 2025 recovery to 23.7% indicates sustained audience interest in streaming services, though growth rates have moderated compared to early adoption periods. This pattern aligns with streaming market development in other Latin American countries, where initial rapid growth typically transitions to steadier, sustainable increases.

Future measurement considerations

Nielsen's expanding measurement capabilities suggest continued refinement in Mexico's streaming analytics. The progression from 200 to 1,650 households demonstrates commitment to statistical accuracy and market representation.

The addition of new platforms like ViX and HBO Max in recent measurements indicates the system's responsiveness to market changes. As new streaming services enter the Mexican market, Nielsen's measurement framework appears positioned to accommodate these developments.

The consistent methodology across reporting periods, despite sample size increases, enables reliable trend analysis for media planners and advertisers. This stability in measurement approach provides confidence for long-term strategic planning in Mexico's streaming advertising market.

Timeline

• January 30, 2023: Netflix partners with Nielsen for audience insights across US, Mexico and Poland, marking strategic expansion of measurement capabilities
• June 2023: Nielsen reports streaming reached 21.4% share in Mexico, representing highest usage for that calendar year
• February 19, 2024: Streaming services experience slight dip to 22.8% viewing share in Mexico during January, despite individual platform growth
• June 19, 2024: Nielsen revamps The Gauge Mexico methodology, expanding from 200 to 450 households for enhanced accuracy
• June 2024: Streaming viewership drops to 19.0% share, marking year-over-year decline from 2023 levels
• July 17, 2024: Nielsen reveals Mexico streaming reaches 19% of TV viewing time, with Netflix leading growth at 4.4% share
• August 25, 2024: Nielsen reports streaming surge to 19.7% in Mexico, with YouTube maintaining dominance at 9.5%
• September 25, 2024: Mexico streaming usage rises 2.8 points to 22.5%, with MAX joining platform rankings
• October 25, 2024: Mexico streaming share drops to 21.5% in September, as traditional platforms maintain dominance
• November 26, 2024: Mexico streaming viewership drops 1.1% to 20.4% in October, with Claro leading at 10.1% share
• June 2025: Streaming rebounds to 23.7% share, representing highest level across three-year measurement period
• July 2025: Nielsen publishes comprehensive June 2025 analysis based on expanded 1,650 household sample

Key Terms Explained

Streaming Measurement: The systematic process of tracking and analyzing audience consumption across digital video platforms delivered via internet protocols. Unlike traditional television measurement that relies solely on linear viewing patterns, streaming measurement captures complex viewing behaviors including on-demand consumption, multi-device usage, and time-shifted viewing across various platforms. Modern streaming measurement requires sophisticated methodologies to account for fragmented audiences and diverse content delivery methods, making it essential for advertisers seeking accurate audience insights in the digital ecosystem.

Audience Segmentation: The practice of dividing television and streaming audiences into distinct groups based on demographic characteristics, viewing behaviors, and consumption patterns. Nielsen's expansion from three to 28 cities in Mexico represents enhanced audience segmentation, allowing advertisers to target specific geographic and demographic segments more precisely. Effective audience segmentation enables media buyers to optimize campaign delivery, improve return on advertising spend, and develop content strategies tailored to specific viewer preferences and behaviors.

Media Planning: The strategic process of determining how, when, and where advertising messages should be delivered to target audiences across various media channels. In Mexico's evolving streaming landscape, media planning requires understanding platform-specific audience behaviors, seasonal viewing patterns, and cross-platform consumption habits. The volatility shown in Nielsen's three-year data demonstrates why media planners must remain agile, adjusting strategies based on real-time audience measurement data rather than relying on historical assumptions about viewing patterns.

Programmatic Advertising: The automated buying and selling of advertising inventory through technology platforms, using data-driven algorithms to optimize ad placement and targeting. Streaming platforms' growth in Mexico creates new programmatic opportunities, allowing advertisers to reach specific audiences through real-time bidding systems. The precise audience data provided by Nielsen's enhanced measurement capabilities enables more sophisticated programmatic strategies, improving ad relevance and campaign performance across Mexico's diverse streaming ecosystem.

Cross-Platform Measurement: The methodology of tracking audience behavior across multiple viewing platforms and devices to provide comprehensive media consumption insights. Nielsen's inclusion of broadcast, pay TV, streaming, and "others" categories represents cross-platform measurement in practice, acknowledging that modern viewers consume content across various channels simultaneously. This approach is crucial for advertisers seeking to understand total audience reach and avoid double-counting viewers who engage with content across multiple platforms.

Time-Shifted Viewing (TSV): The consumption of television content at times different from its original broadcast schedule, including DVR recordings, video-on-demand services, and catch-up viewing. Nielsen's methodology incorporates "Live+TSV 7 days+VOD" data, recognizing that traditional linear viewing represents only a fraction of total content consumption. Understanding TSV patterns helps advertisers optimize campaign timing and develop content strategies that account for delayed viewing behaviors prevalent in streaming environments.

Total Day Measurement: The comprehensive tracking of television and streaming consumption across all hours of the day, typically spanning from 2:00 AM to 2:00 AM the following day. This measurement approach provides complete visibility into viewing patterns, capturing prime time, daytime, late-night, and early morning consumption behaviors. Total day measurement is particularly important in streaming environments where content availability around the clock creates viewing opportunities outside traditional television dayparts.

Consolidated Audience Data: The integration of multiple viewing metrics including live viewing, time-shifted consumption, and video-on-demand usage into unified audience measurements. Nielsen's consolidated approach prevents double-counting while providing comprehensive audience insights across different consumption methods. This methodology enables advertisers to understand true audience reach and frequency, supporting more accurate media planning and campaign evaluation across Mexico's complex media landscape.

Demographic Targeting: The practice of directing advertising messages toward specific population groups based on age, gender, income, location, and other demographic characteristics. Nielsen's measurement of "People 4+" across 60.6 million individuals in Mexico provides the demographic foundation necessary for precise targeting strategies. Understanding demographic viewing patterns across different platforms enables advertisers to allocate budgets effectively and develop creative messaging that resonates with specific audience segments.

Market Penetration: The percentage of a target market that consumes a particular media platform or service within a defined geographic area. Streaming's growth from 21.4% to 23.7% share across the three-year period demonstrates increasing market penetration in Mexico. Understanding penetration rates helps advertisers assess platform viability, predict future growth trends, and make strategic decisions about media mix allocation between traditional and streaming advertising investments.

Summary

Who: Nielsen IBOPE Mexico conducted comprehensive television audience measurements across Mexican households, tracking viewing behaviors of people aged four and above in the country's major metropolitan areas.

What: Streaming television viewership in Mexico demonstrated volatile patterns between 2023-2025, growing from 21.4% in June 2023 to a peak of 23.7% in June 2025, after declining to 19.0% in June 2024. The measurement expansion from 200 to 1,650 households provided enhanced accuracy.

When: The three-year analysis covers June measurements from 2023, 2024, and 2025, with reports published in July of each respective year. Nielsen expanded its methodology significantly during 2024.

Where: The measurements encompassed major Mexican cities, expanding from three metropolitan areas (Mexico City, Guadalajara, Monterrey) in 2023 to 28 cities by 2024-2025, representing over 60 million people in the target demographic.

Why: The measurement evolution reflects streaming's growing importance in Mexico's advertising landscape, requiring accurate audience data for media planning and investment decisions. Platform volatility and market maturation necessitated enhanced measurement capabilities for stakeholder confidence.