Netflix takes third place in Argentina’s pay-TV sector | Pay-TV | News | Rapid TV News
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Netflix has increased its share in Argentina’s highly-saturated pay-TV market to become the third largest subscription-video provider, behind Cablevisión and DirecTV.

netflixAccording to a report from consultancy firm Carrier y Asociados, over-the-top (OTT) services are growing at a good pace in the country, but still haven’t dented pay-TV’s dominance.

And the US-based subscription video-on-demand (SVOD) is clearly leading this market, owning over 72% of OTT homes in Argentina. Following the analysis, nearly two million households watch Netflix, although only 850,000 are actually subscribing to the service as many people share accounts.

Following these figures, Netflix is the third largest pay-TV provider in Argentina. With 8.5 million total subs (not including those from SVOD platforms), the country’s linear pay-TV market is led by Grupo Clarín’s Cablevisión, with more than a 40% share, followed by AT&T’s DirecTV (27%).

According to Carrier y Asociados, video consumption habits are clearly changing, especially driven by millennials and high-income families, over 60% of which subscribe OTT services.