The Peruvian internet market will generate US$4,179 million by 2026, according to the Global Entertainment & Media Outlook 2022-2026 report by the consulting firm PriceWaterhouseCoopers (PwC).
In detail, it indicates that this figure will be achieved because the internet would have an annual growth rate (CARG) of 7.48%, generating US$ 3,425 million in 2026, while income from internet advertising would be US$ 754 million, with an average growth of 8.79%.
The report also states that the Peruvian market will have the fastest growth in Latin America in terms of internet access, with a CARG of 7.5% between 2021 and 2026, which is higher than the regional average (5.7%).
Regarding total income, in 2021 they reached US$ 2,400 million, a figure that reflects a recovery of 10.15%, after the start of the pandemic.
Internet access in Peru
On the other hand, the study states that mobile internet access revenues show the fastest growth in the Peruvian market, and an annual expansion of 9.3% is expected during the period studied, with revenues reaching US$ 2,500 million in 2026. .
In addition, it is the largest sector by revenue, representing 67.1% of the total in 2021, a figure that would increase to 73% in four years.
On the contrary, the penetration of fixed broadband in the country is the lowest in Latin America, which would be 51% in 2026.
In rural areas, connectivity is of lower quality, and in 2021 the Peruvian government announced plans to expand internet access to 3.2 million people in remote areas.
In the same year, a new law was enacted that requires operators to guarantee a minimum connection speed of 70% of the contracted rate.
Regarding internet advertising, the growth of the Peruvian market in this sector slowed down in 2020 as a result of the pandemic, which caused the contraction of revenues in some segments of the sector.
However, the market rebounded in 2021, growing 37.3% year-over-year from 11.8% a year earlier.
Internet advertising in Peru
Total Internet advertising revenue in Peru was US$495 million in 2021 and will increase at a CAGR of 8.8%, reaching US$754 million by 2026.
The mobile sector currently dominates the market, with 78.9% of revenue in 2021, compared to 21.1% for wireline advertising.
Between 2021 and 2026, the mobile sector will grow at a CAGR of 10% to represent 83.3% of revenues, against a 3.9% increase in the annual growth rate of cable internet.
Due to the projected growth of internet access between 2021 and 2026, this is expected to have a positive impact on the online advertising market.
In both wireline and mobile, the fastest growing segment of the market will be video viewing, which is expected to grow at a CAGR of 22.6% in wireline and 17.4% in mobile.
