On average, internet users in Colombia spend approximately nine hours per day in front of a screen, primarily using social networks and watching TV. Music and video games are also an important feature of the digital landscape in Colombia.
Colombia is not expected to see the development of 5G networks in the short-term. At 43%, penetration of 4G remains low in comparison to other countries in Latin America, with Chile seeing a penetration rate of 91% and even Brazil, with its considerable geographic range, achieving 73% 4G penetration.
Use of social media rose significantly during the COVID-19 crisis, as people turned to the internet for a wide range of purposes, including socialising, entertainment, shopping, work, and study, while confined to their homes. Indeed, social media itself saw usage diversified during the pandemic, with, for example, significant developments in social commerce and manufacturers and retailers increasing their commitment to digital marketing and practices such as livestreaming events.
With the COVID-19 pandemic leading to a strong rise in demand for streaming services, Rappi, the leading delivery app in the Colombian market, launched a service for the livestreaming of concerts in June 2020. The service involved the company creating a studio from which artists are able to stream performances, with Rappi looking to build on its base of around 25 million users across the countries in which it operates.
The significant rise in demand for streaming services during the COVID-19 crisis contributed to the further intensification of competition in the TV streaming segment. Netflix and HBO Go remain the most popular services, followed by Amazon Prime.
In the second half of 2020, the music streaming service, Spotify, launched new payment methods in Colombia to enable consumers to access its Premium service, which could previously only be paid for using a credit card. New payment methods included allowing users to pay in cash through electronic bank transfers (PSE) or in Efecty and Baloto points, which granted access to Colombia’s still considerable non-banked population.
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