Brazil Drives 62% of Latin America’s Crypto Media Audience Amid Regional Traffic Slump – Outset Report
Outset’s latest Q2 2025 report shows a paradox in Latin America: crypto adoption is climbing fast, yet media visibility is collapsing at the same time. The study shows that while millions of new users are entering the crypto space, crypto-native outlets are losing more than half of their traffic, raising questions about how adoption and media engagement are evolving in the region.
Latin America continues to rank among the fastest-growing crypto regions worldwide. According to RankingsLatAm, unique crypto users rose by 18.3% in Q2 2025. Argentina, Brazil, Chile, Colombia, Mexico, and Peru remain the main drivers, with Argentina leading the pack as nearly 20% of its population now holds crypto. Brazil follows closely at 18.6% while El Salvador remains a standout with 14.6%.
There is also acceleration in smaller markets. Bolivia jumped 355% in adoption, Guatemala grew 87.8%, and Paraguay increased by 51.6%. Millennials continue to fuel this wave, with 21.9% owning crypto compared to 14.1% of Gen X. Older generations remain hesitant, showing single-digit ownership levels.
Stablecoins are shaping much of this adoption story. Visa recently partnered with Bridge, a Stripe company, to launch stablecoin-linked Visa cards across Argentina, Colombia, Ecuador, Mexico, Peru, and Chile. These cards allow users to pay with stablecoins while merchants receive fiat, giving businesses a practical on-ramp to digital assets.
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Crypto Media Visibility Falls Even As Adoption Rises
Despite this expanding user base, the Outset report shows crypto-native media outlets in Latin America lost more than half their traffic quarter-on-quarter. Total traffic across 55 outlets reached 271.39M visits in Q2, but the headline number hides a major split.
Mainstream publications actually grew by 7.98%, adding almost 20M visits in the quarter. In contrast, crypto-native publishers saw a sharp collapse. Their traffic dropped from 17.85M visits in Q1 to just 8.19M in Q2, a fall of 54.12%. That decline marks the steepest downturn since Outset began monitoring the region.
Month by month, the downturn looked even harsher. Crypto-specific traffic shrank from 3.35M visits in April to 2.19M by June. Only 27.78% of outlets managed to grow in Q2, while nearly three-quarters declined.
This contrast raises an uncomfortable truth: while crypto is becoming a practical tool for millions in Latin America, the media dedicated to covering it is losing visibility.
Why Mainstream Outlets Are Holding Steady
Mainstream platforms like finance and tech news portals saw resilience during the quarter. Argentina dominated this category, contributing 143.89M visits or 56% of the total. Brazil followed with 29.78% and Mexico with 12.03%.
Unlike crypto-native sites, mainstream publishers benefit from stronger domain authority and diversified audiences. This helps them capture not only direct traffic but also a bigger share of referrals from AI-driven discovery tools such as ChatGPT and Perplexity. Outset’s survey found AI referrals already account for 1.41% of mainstream traffic, compared to just 0.97% for crypto-native outlets.
Brazil Drives Crypto-Native Audiences While Argentina Dominates Mainstream
Brazil accounts for 62% of all crypto-native media traffic in Latin America. Mexico and Colombia follow at 18.3% and 8.6% respectively, while Argentina contributes 7.9%. In other words, Brazil leads where crypto-specific news is concerned, but Argentina sets the pace for mainstream crypto coverage.
This split suggests that adoption patterns are not always mirrored in media engagement. For instance, Argentina’s strong retail adoption has not translated into dominance in crypto-native readership. Instead, audiences there rely more on mainstream sources for their crypto news.
Engagement Quality Reveals Another Layer of the Story
Traffic volume is one thing, but audience engagement tells another story. Outset highlighted Criptoinforme.com as the most consistent gainer with a 79.8% increase. Still, its engagement was light, averaging less than a minute per visit.
By contrast, Crypto-Economy.com recorded fewer absolute gains but showed strong engagement depth. Visitors spent an average of 6.54 minutes per session and clicked through more than 4 pages, signaling a genuinely invested readership.
This shows why raw traffic growth can be misleading. Sustainable influence in the crypto media space requires not just reach but also meaningful interaction.
Social Media Shapes Traffic Differently in the Region
X remains the largest social driver for crypto-native publishers, accounting for over 42% of social referrals. Facebook and YouTube make up a secondary tier, while LinkedIn surprisingly outperforms Instagram. This highlights crypto’s professional and B2B positioning in the region rather than lifestyle-driven engagement.
WhatsApp and Telegram likely play bigger roles than traffic numbers suggest. Much of their activity is misclassified as direct traffic, meaning private sharing may be even more important than what analytics show.
AI and Funding Challenges Put Pressure on Crypto Media
Outset’s survey of Latin American media professionals adds context to the traffic decline. Many editors pointed to falling Google traffic as users shift toward AI-driven discovery. At the same time, high local interest rates have limited venture capital funding, leaving outlets underfunded and reliant on translated international content.
This funding gap, combined with the AI-driven shift in discovery, helps explain why mainstream platforms are capturing visibility while crypto-native publishers shrink.
What the Outset Report Signals for the Future
Latin America’s crypto adoption is clearly on the rise, with practical use cases from remittances to stablecoin payments driving momentum. Yet the Outset report shows media visibility is moving in the opposite direction.
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For businesses and investors, this signals both opportunities and risks. On one side, adoption growth means the region is becoming a larger crypto hub. On the other, the collapse in crypto-native media visibility could limit how effectively projects reach local audiences unless they partner with mainstream outlets or adapt their strategies to AI-driven discovery.
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