Global platforms, local markets in the Southern Cone (2018–2023): Dynamics of transnational concentration

This article analyzes concentration trends in nine internet markets in Argentina, Brazil, and Chile (2018–2023) from the perspective of the political economy of communications. A concentration measurement methodology based on the CR4 and CR1 indices is used to determine the market share of the main players. The paper concludes that there is strong concentration in these sectors, with Google standing out as the “digital champion” by dominating six of the nine markets in the three countries. With the exception of the digital advertising and video services sectors, the levels of concentration and the number of players remain unchanged. Furthermore, the absence of national companies in all markets and a structure dominated by transnational players is notable, except for the retail media segment within the digital advertising market.