In recent years, streaming consumption has seen significant growth around the world. So much so, that having a subscription to at least one of the platforms that grants access to this precious content has become almost essential, much like a household appliance. And Colombia is no exception.
Yet, the Colombian streaming audience has its own quirks and streaming trends. Colombians don’t just turn to streaming to unwind and enjoy their favourite shows, they find in streaming consumption a companion in their daily lives… even in the most private moments.
Streaming Trends & Habits in Colombia: Streaming as Part of Their Daily Lives
The latest report on streaming consumption in Latin America by Sherlock Communications brings about a deep analysis of habits and trends of streaming content consumption among over 3,000 people across six countries in the region.
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With valuable insights, this report delivers a clear view of streaming consumption throughout the region. And upon closer inspection, the information stemming out from this report tells us a lot about Colombians’ preferences and habits.
According to this report, Latin Americans often stream content while doing household chores. Now, in Colombia specifically, 35% of respondents said they watch streaming content while tidying up, and 30% do so while cooking.
These figures suggest that streaming has become an integral part of Colombians’ daily routines, offering entertainment while they go about their daily tasks, whatever they may be.
Colombians Prefer Romantic Content
According to Sherlock Communication’s report, Colombians are the biggest consumers of romantic content in Latin America, with 12% even admitting to watching this type of content while engaging in other activities—like making love.
Additionally, 30% of Colombians use streaming as a way of getting cozy and spending time with their romantic partners, highlighting the role of romantic content in personal relationships.
Screen Time and Most Popular Streaming Platforms in Colombia
Colombians devote a significant amount of time to streaming. According to Sherlock Communication’s report, they spend an average of 3.2 hours per day watching content on streaming platforms, matching the regional average. However, 9% reported watching more than 6 hours of streaming daily.
In terms of popularity, Netflix is the top choice for streaming platforms for 82% of Colombians. Yet, Amazon Prime and HBO Max have recently gained considerable traction in this market.
Colombians Raising Their Voices
On top of these streaming trends, the report also gathered the voices of Colombians, who have a thing or two to say about streaming services in the region.
Seeking Representation and Diversity
Colombians have also expressed a strong desire for a fairer and more accurate representation of their country in streaming content. In fact, 43% of respondents indicated they believe Colombia is not well represented in this content.
Additionally, 73% feel that TV and films about Latin America focus too heavily on negative stereotypes, such as drugs, crime and violence. This sentiment highlights the need for streaming content to reflect Colombia’s reality in a more balanced and respectful way.
Sharing Passwords and Using “TV Boxes”
Despite some streaming platforms such as Netflix enforcing strict measures against password sharing, 50% of Colombians still share their subscriptions with family and friends to cut costs.
While Netflix reports that these measures have led to a significant increase in subscriptions, the potential impact on the Latin American markets remains uncertain.
On the other hand, following up on streaming trends in this market, 24% of Colombians use devices known as “TV boxes” to access content without paying monthly subscriptions. These devices allow users to stream a wide range of content, often through unofficial means, showcasing both the resourcefulness and the need for more affordable digital entertainment solutions in Latin America.
The Future of Streaming Trends & Consumption in Colombia
Latin America’s markets are of great importance to streaming platforms. In fact, Netflix reported that, by the end of 2023, over 70% of its subscriptions were outside the United States, with a quarter of them in Latin America.
Furthermore, according to Statista, the Latin American market is expected to reach around 139 million subscriptions by 2027—about 40 million more than 2024 projections—demonstrating its strong growth potential.
As streaming continues to evolve, Colombia stands out not only for its high engagement but also for its unique preferences and challenges. From using streaming as an integral part of daily routines to favouring romantic content as a means of connection, Colombians have shaped a distinctive streaming culture that reflects both their habits and values.
However, their concerns about representation and accessibility highlight ongoing discussions about the inclusivity and affordability of digital entertainment in the region. Looking ahead, streaming platforms aiming to thrive in the region must pay close attention to these behaviours and demands.
Understanding the local audience means not only delivering the right content, but also addressing economic and cultural realities. As competition intensifies and new trends emerge, listening to what this audience has to say will allow streaming platforms to remain relevant and competitive.
