For years, Latin America has been perceived primarily as a supplier of raw materials to global markets. But that narrative is outdated – and misleading for anyone in the digital signage and ProAV industry. Today, Latin America is emerging as a dynamic, digitally savvy region with enormous growth potential, making it a strategic priority for European and global players.
Latin America: The Untapped Potential for Digital Signage
The EU and Mercosur are on the verge of finalizing a historic free trade agreement that will create one of the world’s largest free trade zones. Both regions are committed to a rules-based, open global economy at a time when protectionism and fragmented trading blocs are on the rise. While many assume raw materials will be the main beneficiaries, the real game-changer lies in the digital economy – and with it, in the digital signage sector.
European digital signage providers are already expanding across the South Atlantic, and Latin American players are increasingly visible at ISE in Barcelona. Next week, the global ProAV association Avixa – co-organizer of ISE – is bringing back its Mexico ProAV trade show, Infocomm Latin America. Until the pandemic, the shows in Mexico and Sao Paulo had been fixtures in the ProAV industry’s Latam trade fair calendar.
A thriving digital ecosystem
Latin America is no longer a digital backwater. Cities like São Paulo, Buenos Aires, Bogotá, and Mexico City have become hotbeds of innovation. The region boasts over 30 fintech unicorns, including Nubank, one of the world’s largest digital banks. Colombia’s Rappi has evolved into a regional super-app, while Argentina’s Mercado Libre is challenging Amazon’s dominance in e-commerce. This vibrant startup culture, combined with a young, tech-savvy population, creates fertile ground for advanced digital signage solutions.
Europe brings complementary strengths: technological expertise, regulatory experience, and industrial know-how. Together, these capabilities complement each other and can unlock new opportunities in retail, corporate communications, and beyond.
ProAV market outlook: growth against the odds
According to Avixa, the Latin American ProAV market reached USD 14 billion in 2024 and is projected to grow at a 4.8% CAGR through 2030. While North America and Europe shows signs of stagnation, Latin America is accelerating. “We went from 2% to 2.5% between 2024 and 2026 – that’s 25% growth in two years,” notes Rodrigo Casassus Coke, CTS, Senior Director for Latin America at Avixa.
This growth is driven by verticals such as education (projected USD 1.5 billion investment by 2025) and corporate communications (USD 2.9 billion). Live events, entertainment, and even niche sectors like mining and fintech are also embracing advanced AV solutions.
Digital signage challenges and opportunities
Despite the momentum, structural challenges remain. Budget-driven decision-making often prioritizes short-term savings over long-term value, and infrastructure gaps can hinder system upgrades. Trade shows like Infocomm Latin America can play a critical role – educating the market and showcasing future-ready solutions.
Latin America is no longer an afterthought – it’s a growth engine for the global digital signage and ProAV industries. Many European digital signage players like Trison, Navori, Telelogos, or Denvea are already established in the region.
With a young, connected population, a thriving digital economy, and renewed trade ties with Europe, the region offers many opportunities for ProAV and Digital Signage.
