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CTV’s Global Takeover: Why International Markets Are Heating Up

Picture of E-Planning By  E-Planning  ·  1 minute read

For years, Connected TV (CTV) has been seen as a U.S.-dominated market. But that’s changing fast. As audiences across Latin America, Europe, and Asia shift their viewing habits, global investment in CTV advertising is surging — and advertisers are taking notice.

At E-Planning, we’re seeing firsthand how this momentum is playing out, especially in LATAM markets like Mexico and Brazil, where audiences are embracing streaming at scale.

CTV’s Global Takeover Why International Markets Are Heating Up

LATAM: The Streaming Boom You Can’t Ignore

Latin America is one of the fastest-growing regions in terms of CTV adoption. More viewers are cutting the cord and turning to streaming platforms, which is opening up rich new inventory for brands to connect with audiences in premium environments.

According to eMarketer, CTV ad spend in LATAM is projected to grow at double-digit rates through 2026, with Mexico and Brazil leading the charge thanks to increased broadband access, mobile-first behaviors, and a younger, digitally savvy population.

 

E-Planning + Sony Pictures: A Strategic CTV Push

We recently entered a strategic partnership with Sony Pictures Entertainment, aimed at enhancing CTV monetization and delivering premium ad opportunities across their content.

This agreement expands our reach in key LATAM markets and allows advertisers to access high-quality, brand-safe inventory through E-Planning’s programmatic infrastructure — with a focus on transparency, efficiency, and scale.

Why it matters:

With Sony’s extensive CTV footprint in Mexico and Brazil, and E-Planning’s regional strength as a trusted SSP and DSP, this collaboration positions us — and our partners — to tap into the full potential of these rapidly maturing markets.

 

Global CTV Growth: Not Just a Trend

CTV adoption is also rising steadily in other international markets, from India to Germany. Local broadcasters, telecoms, and streaming startups are launching AVOD and FAST channels, opening up new supply paths for programmatic media buyers.

Meanwhile, major DSPs and SSPs are building global CTV support, ensuring scale and consistency for brands activating campaigns across regions.

 

Why Now Is the Time to Go Global with CTV

  • Scale is finally there in many markets.

  • Premium inventory is available through trusted programmatic channels.

  • Localized insights and creative make it easier to connect with diverse audiences.

Brands and agencies that move quickly will gain a first-mover advantage — building awareness and performance in markets where CTV is growing, but still relatively uncluttered.

 

Let’s Talk

E-Planning is proud to be at the forefront of CTV innovation in LATAM and beyond. If you’re ready to take your CTV strategy global — or just want to explore what’s possible — we’d love to connect.