The digital ecosystem continues to evolve, and with it, user consumption habits. In 2025, understanding the behavior of multiplatform audiences will no longer be optional, but a necessity for brands that wish to remain competitive. The latest study “Digital Trends: Defining the Path for 2025” by Comscore reveals compelling data pointing toward a profound transformation in how consumers interact with content and platforms.
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What is a multiplatform audience and why does it matter?
A multiplatform audience is one that accesses digital content using more than one device: smartphone, computer, tablet, or connected TVs (CTV). This means that their exposure to media and advertising occurs in an interconnected and fragmented, yet highly dynamic environment.
According to Comscore, in Latin America more than 80% of users already browse in a multiplatform way. This phenomenon reflects a shift in which consumers not only switch between devices but also expect consistent and tailored experiences on each screen.
How is multiplatform adoption growing in Latin America?
The study reports that countries like Brazil, Mexico, and Argentina lead in the adoption of multiplatform browsing patterns. Mexico, for instance, recorded a digital population of 78 million unique users in 2024, with a year-over-year growth of 6%.
Interestingly, mobile devices have taken a leading role: users spend significantly more time on mobile apps than on browsers. In Brazil, 122 million monthly unique visitors were recorded on mobile apps, surpassing the 117 million who used browsers. In Mexico, the figure was 67 million versus 61 million.
This trend underscores a clear message: marketing strategies must be designed with the understanding that consumers interact with brands across multiple touchpoints throughout their day.
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How does multiplatform affect digital marketing?
The rise of multiplatform audiences challenges traditional strategies. Brands can no longer focus on device-specific campaigns; they need a holistic and coordinated approach that includes:
- Content adapted to each format.
- Cross-device advertising that follows the user through their digital journey.
- Unified measurement to understand the real impact of campaigns.
Digital audiences continue to expand their content consumption on CTV and Social Media, the report notes, making it clear that consumers no longer distinguish between traditional and digital media.
An effective strategy must ensure that the message not only reaches the audience but is also contextualized for the appropriate device and moment of consumption.
Which platforms dominate the multiplatform ecosystem?
Comscore’s analysis reveals that in Latin America, time is primarily spent on:
- Social Media (112.7 billion hours).
- E-mail & Online Services (73.2 billion)
- Entertainment sites & Apps (56.1 billion)
- Online services.
- Entertainment platforms.
“Consumers are investing a large portion of their time on digital platforms for entertainment and communication, highlighting their preference for convenience and personalized experiences in a dynamic and always-connected environment,” the report states.
This context suggests that campaigns should go beyond simple banners or social media posts: a cross-content and cross-platform approach is necessary, integrating video, social media, CTV, and web into a consistent narrative.
How are new trends like CTV and Retail Media being integrated?
The growth of Connected TV audiences (59% penetration in LATAM) and the rise of Retail Media as the “third wave of digital marketing” open new opportunities. Retail Media, in particular, enables an infinite loop of continuous interaction with the consumer, breaking the old paradigm of the linear customer journey.
This ecosystem demands that marketers combine branding and performance marketing tactics into a single flow, adapting to users who switch devices while progressing in their purchase decision.
What challenges do brands face with audience fragmentation?
The fragmentation of audiences is perhaps the biggest challenge. Brands must:
- Work on integrating data sources to build unified user profiles.
- Optimize creatives for different contexts.
- Align KPIs for campaigns across desktop, mobile, social, and CTV to achieve a 360° view.
As the report emphasizes, “measuring the audience distributed across Social Media is key to understanding total reach.” Failing to do so could mean investing in strategies that don’t capture the market’s real value.
2025: The year of multiplatform marketing
2025 solidifies multiplatform browsing and demands a smarter, more integrated, and adaptable approach from marketing teams. Success will depend on the ability to correctly read data, understand new consumption habits, and execute campaigns that speak the right language on every screen.
