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In 2022, Latin America and the Caribbean accounted for around * million social media users, ranking as the fifth most popular region for this type of platform worldwide. Brazil and Mexico were the countries with the continent’s biggest social network audiences, registering * million and million users each in the measured period. Additionally, Brazil is also the fifth largest market for social media worldwide.

Meta’s new contenders

The products owned by social media giant Meta (formerly known as Facebook Inc.) still reign across the social media landscape in Latin America and the Caribbean, as Facebook is still used by almost ** percent of the continent’s population. However, new competitors like Telegram and content-focused networks like TikTok are challenging Meta’s hegemony. The ByteDance-owned company TikTok has already surpassed Instagram in Mexico, Colombia, and Peru regarding the number of users, becoming the second-largest network in these countries.

Hardships on internet access

Even though Latin America increases its connectivity in traffic via mobile devices, the inequality in access to the internet throughout the continent also is also reflected in the presence of its populations on social media platforms. Almost ** percent of people living in South America have access to these networks, against ** percent of those living in Central America and only ** percent of those living in the Caribbean.