As outlined in our previous Eastern Europe report, the second quarter of 2025 was shaped globally by a strong rebound in digital assets, major U.S. regulatory developments, and accelerating stablecoin adoption. In this context, Latin America reinforced its status as one of the fastest-growing crypto regions worldwide, posting an 18.3% quarterly rise in unique crypto users, according to the survey conducted by RankingsLatAm. 

Adoption remains concentrated, with Argentina, Brazil, Chile, Colombia, Mexico, and Peru accounting for 87% of the market. Argentina leads with 19.8% of its population holding crypto, followed closely by Brazil (18.6%) and El Salvador (14.6%). The fastest growth came from Bolivia (+355%), Guatemala (+87.8%), and Paraguay (+51.6%), reflecting both emerging demand and expanding access. Millennials are the clear adoption engine, with 21.9% owning cryptocurrency compared to 14.1% of Gen X and single-digit rates among older cohorts.

Beyond retail ownership, stablecoins are reshaping commerce across the region. In April 2025, Visa announced a partnership with a Stripe company called Bridge, enabling fintech developers to issue stablecoin‑linked Visa cards across Latin America. Specifically, these cards – already available in Argentina, Colombia, Ecuador, Mexico, Peru, and Chile – let users pay with stablecoins through Visa’s network while merchants receive fiat.

Looking beyond Q2, infrastructure expansion in Latin America shows no sign of slowing. In early August, Bybit launched a LATAM-exclusive P2P promotion, and Tether invested €30 million in Bit2Me – the first Spanish-speaking exchange licensed under the EU’s MiCA framework – to expand stablecoin services in the region, with Argentina as a priority market. These post-Q2 developments signal sustained institutional commitment and further integration of crypto into the region’s financial fabric. 

At the same time, governments are beginning to play a more visible role, shaping both regulation and adoption. Brazil’s central bank has publicly dismissed the idea of a Bitcoin reserve, underscoring regulatory caution at the national level. Argentina has taken the opposite route, advancing tokenization frameworks at the national level. Buenos Aires also enabled municipal crypto tax payments through the BA Cripto program. 

Even though regulation is still uneven, security perceptions lag (only 32% of Latin Americans consider crypto transactions secure), and educational access varies widely, the trajectory is clear: crypto in LATAM is evolving from speculative asset to essential financial infrastructure, blending necessity-driven adoption with rapidly expanding institutional and policy support. Yet audience engagement patterns reveal a highly disparate performance across media segments. 

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Method and scope: what was measured, and why

Like our earlier reports, this research is based on publicly available traffic estimates from SimilarWeb, aggregated by Outset PR’s analytics desk. We reviewed traffic dynamics for 55 Latin America-focused media outlets with crypto-related coverage during Q2 2025.

To ensure regional representativeness, our analysis focuses on markets generating the majority of identifiable crypto media traffic in LATAM – primarily Spanish- and Brazilian Portuguese-speaking countries. The markets included in our dataset are Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, the Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Uruguay, and Venezuela.

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Note: Caribbean countries represent a special case. Most audiences there consume predominantly English-language content, making local crypto-related traffic difficult to analyze reliably. Within our dataset, only the Dominican Republic and Puerto Rico are included, as they showed measurable activity in Q2. However, their contribution remains marginal compared to the core markets, and in the case of the Dominican Republic, traffic patterns show signs of artificial inflation.

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For compare reach and visibility across segments, we distinguish between two groups of publishers:

• Crypto-native outlets (38) – media whose editorial scope is dedicated entirely to crypto, blockchain, and Web3.
• Mainstream outlets with crypto coverage (17) – generalist portals in finance, economics, general news, or technology that also maintain crypto sections or provide regular digital asset coverage. For this group, traffic metrics reflect total site visits, as SimilarWeb does not allow isolating crypto-related sections separately.

Traffic data covers both desktop and mobile visits, averaged monthly and aggregated at the quarterly level. Growth breadth – the percentage of outlets with quarter-on-quarter (QoQ) gains – was calculated separately for each category to highlight structural differences. We also made a detailed analysis of engagement metrics for breakout crypto-native publishers.

In addition, outlets were segmented by:

• Audience geography (based on site language, domain, and SimilarWeb geolocation data)
• Traffic volume tiers (average monthly visits in Q2 2025)
• Traffic source composition (Direct, Organic Search, Paid, Referral, Social), to assess diversification of audience acquisition and external visibility.

Finally, for outlets serving multiple countries, traffic volumes were proportionally adjusted based on audience distribution to ensure regional accuracy.

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Crypto media visibility down 54% QoQ, mainstream up 8% – but most of outlets in both segments still lost traffic

Latin America’s total crypto-related media traffic – combining both mainstream and crypto-native outlets – reached 271.39M visits in Q2 2025, up from 261.60M in Q1. Yet this overall growth masks a sharp divergence between the two segments. While mainstream publications added nearly 20M visits intra-quarter, crypto-native sites lost more than half their audience, continuing their steep decline across the first half of 2025. 

In Q1, crypto-specific traffic fell from 6.98M in January to 5.37M in March (-23.07%), already signaling mounting visibility headwinds. The downturn then accelerated in Q2: volumes plunged to 3.35M in April, dropped further to 2.65M in May, and fell again to 2.19M in June. This represents a 34.63% decline within Q2 alone, compounding the previous quarter’s losses. 

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Overall, Q2 closed at 8.19M visits compared to 17.85M in Q1 – a QoQ collapse of 54.12%, marking the steepest downturn since Outset PR began monitoring the region.

Mainstream outlets showed more resilience but still faced volatility. In Q1, traffic fell from 87.50M in January to 80.22M in March (-8.32%), before stabilizing into Q2. In April, volumes opened strong at 92.51M, then declined to 86.13M by June (-6.90%). Despite these swings, generalist publishers grew from 243.75M in Q1 to 263.20M in Q2 (+7.98% QoQ) – a modest but notable gain that contrasted with the collapse of crypto-native publishers.

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Growth breadth analysis shows that only 27.78% of crypto-native outlets registered gains in Q2, while 72.22% declined. Mainstream portals fared almost identically, with 29.41% growing and 70.59% shrinking.

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Breakout publishers: The rare exceptions to LATAM’s negative Q2 trend

To surface the most strategically relevant growth within Latin America’s crypto-native mediascape in the second quarter, we applied the same composite scoring framework used in our Eastern Europe analysis to filter out noise from small outlets with inflated percentage increases but negligible reach.

Against the backdrop of a challenging quarter, the following five publishers stood out as genuine growth stories between April and June 2025:

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For strategists, these outlets signal where visibility and influence are expanding despite industry-wide headwinds.

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Note: One statistical outlier in Q2 was Tododecripto.com. After showing no measurable traffic in April, it spiked briefly to 7.6K visits in May before falling back to 3.8K in June. While this produced an inflated relative growth rate of 7.6M% on paper, the effect was short-lived and unsustainable. In fact, Tododecripto declined from 19.3K visits in Q1 to 11.4K in Q2 (-40.9%). By contrast, the breakout publishers highlighted above combined momentum with sustained quarterly gains. For this reason, Tododecripto is excluded from the composite ranking.

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New engagement metrics: Distinguishing traffic-driven visibility from audience-driven impact

Beyond traffic and growth rates, our analytics desk has also begun tracking additional performance indicators for individual outlets, including average unique visitors, visit duration, pages per visit, and bounce rate. These metrics reveal notable differences among the Q2 breakout publishers:

Crypto-Economy combined solid traffic momentum with one of the deepest engagement profiles – proving its audience spends real time on content:

• 16.9K average unique visitors in Q2
• 6.54 minutes average session duration
• 4.13 pages per visit
• Bounce rate just 38.6%

Criptoinforme, despite adding the largest absolute gain, shows a lighter engagement footprint – while its reach is expanding, depth of interaction remains limited:

• 19.9K average unique visitors
• 0.57 minutes visit duration
• 1.75 pages per visit
• Bounce rate 53%

Criptoeconomia, the fastest grower by momentum, illustrates the risks of small-base growth, with engagement metrics highlighting that traffic gains don’t always translate into sustained or meaningful audience relationships:

• 10.1K average unique visitors
• 0.17 minutes visit duration
• 1.19 pages per visit
• Bounce rate 87.3%

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These examples show why traffic growth alone can be misleading. By combining scale (visits) with quality of engagement (session depth, bounce), future editions of our report will provide a more nuanced picture of visibility and influence across the crypto mediascape.

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LATAM’s crypto media top tier collapses to just one outlet 

The Latin American crypto-native mediascape in Q2 2025 remained highly centralized – but with an even sharper concentration than in Q1. While six outlets cleared the 400K average monthly visits threshold in the first quarter, only one managed to hold that position in Q2.

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The sole tier-1 outlet this quarter was CriptoNoticias, drawing an average of 448.38K monthly visits and a total of 1.35M visits in Q2. This single publisher commanded 16.43% of all crypto-native traffic in Latin America – a dominance unmatched in the previous quarter, when the top tier was shared among six players.

In the mid tier (130K-400K average monthly visits), seven outlets maintained significant scale but fell short of the tier-1 cutoff:

• Cointelegraph Brasil – 397.04K average monthly visits (1.19M total in Q2)
• Bitfinanzas – 266.07K average monthly visits (800.07K total)
• Livecoins – 223.96K average monthly visits (670.07K total)
• DiarioBitcoin – 210.25K average monthly visits (630.74K total)
• Foxbit – 174.19K average monthly visits (522.58K total)
• CriptoFacil – 172.03K average monthly visits (516.09K total)
• Portal do Bitcoin – 134.12K average monthly visits (402.35K total)

While their individual reach is more modest – totaling 4.73M visits in Q2 – collectively these publications remain the backbone of the category, accounting for 57.82% of crypto-native traffic.

The long tail (<130K average monthly visits) covers 30 outlets, many operating in niche or localized markets. Together, they amassed 2.11M visits in Q2 (25.75% share). Their value lies less in broad exposure and more in targeted influence.

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Key changes from Q1

• The top tier contracted sharply, shrinking from six outlets in Q1 to just one in Q2, increasing reliance on a single platform for high-volume crypto-native reach in LATAM.
• Cointelegraph Brasil, a Q1 top-tier outlet, slipped into the mid-tier band in Q2 with an average of nearly 397K monthly visits – narrowly missing the 400K cutoff.
• Mid-tier share expanded proportionally as several former top-tier players moved down, redistributing audience volume across the middle segment.

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Brazil leads crypto-native media, Argentina dominates mainstream sites

In Q2 2025, among crypto-native outlets, Brazil led with 4.18M visits (61.78% share), followed by Mexico (1.24M, 18.34%), Colombia (0.58M, 8.57%), Argentina (0.53M, 7.88%), and Chile (0.25M, 3.70%). Smaller markets included Peru (0.09M, 1.28%), Venezuela (0.07M, 1.04%), and Costa Rica (0.02M, 0.30%).

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Note: The Dominican Republic had appeared as a dominant audience source earlier in the quarter. In April, it accounted for 83.37% of traffic to certain crypto-native outlets, surging 14.24% month-over-month (MoM). By May, its share had fallen to 75.69%, with a sharp 43.56% drop in volume – and by the end of June, traffic from the Dominican Republic had virtually disappeared. This pattern, combined with the extreme concentration, strongly suggests artificial traffic inflation rather than organic audience growth.

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Among mainstream outlets, Argentina dominated with 143.89M visits (56.10% share), followed by Brazil (76.39M, 29.78%) and Mexico (30.84M, 12.03%). Colombia accounted for 4.91M (1.92%), while Peru (0.28M, 0.11%) and Chile (0.05M, 0.02%) contributed marginally.

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The pattern is clear: Brazil and Argentina dominate LATAM’s crypto news consumption, but through different mixes – Brazil leads in both crypto-native and mainstream audiences, whereas Argentina’s weight is overwhelmingly mainstream-led.

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Traffic sources reveal organic and direct dominance, minimal paid

When comparing traffic sources, crypto-native and generalist outlets in Latin America display strikingly similar overall patterns. 

For crypto-native media in Q2 2025, traffic was nearly evenly split between direct (43.93% / 3.60M visits) and organic (43.97% / 3.60M visits). Smaller shares came from referrals (5.79% / 474.04K visits), social platforms (6.07% / 496.76K visits), and a negligible paid component (0.03% / 2.48K visits).

Generalist outlets showed a comparable balance: direct (43.65% / 114.88M visits) and organic (44.21% / 116.35M visits) dominated, while referrals (3.68% / 9.69M visits) and social (8.28% / 21.79M visits) played smaller but notable roles. Paid traffic (0.10% / 265.33K visits) remained marginal here as well.

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X leads crypto social traffic while LinkedIn outpaces Instagram

In Q2 2025, LATAM’s crypto-native outlets generated 496.76K visits from social platforms, representing just over 6% of their total traffic. Within this segment, some clear patterns emerge:

• X dominates the social mix, accounting for 42.21% of social referrals (209.67K visits). Its role as the go-to channel for real-time updates and conversations around markets and politics makes it the single most important social driver for crypto-native publishers.
• Facebook (13.30% / 66.07K visits) and YouTube (10.04% / 49.88K visits) form a secondary tier. The former remains valuable for broad reach, while the latter provides discovery and engagement through explainers and embedded content.
• Interestingly, LinkedIn (8.07% / 40.10K visits) outperforms Instagram (2.18% / 10.82K visits) in this space, reflecting crypto’s positioning as both a professional and B2B-oriented conversation in Latin America, rather than purely lifestyle-driven.
• WhatsApp contributes 2.70% (13.42K visits), though its actual impact may be undercounted. A significant share of WhatsApp traffic is typically misclassified as “Direct,” suggesting that private-channel sharing likely plays a bigger role than visible data shows.

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Finally, nearly 18% of social traffic (88.73K visits) is classified by SimilarWeb as other/unspecified social sources, with no further platform-level breakdown provided.

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Survey shows LATAM crypto outlets face falling Google traffic, AI pressure, and funding gaps

To better understand how publishers perceive the evolving challenges and opportunities in crypto content distribution, we conducted an anonymous survey of Latin American crypto media professionals. While most responses came from Brazil, the insights highlight broader dynamics shaping the regional mediascape.

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Regulation and editorial standards

Respondents pointed to regulation and compliance as constant factors shaping editorial decisions – from Google’s best-practice guidelines to Brazil’s LGPD data protection law and long-established newsroom codes in mainstream outlets.

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Market conditions and sustainability

Funding and visibility remain pressing concerns. Brazil’s high interest rates deter venture capital investment, leaving most outlets underfunded and reliant on translations from international sources. 

As one editor noted, 

“Brazil has a very strong and active crypto environment, but it’s underrepresented in global media, which focuses almost entirely on the U.S. market.”

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AI disruption to content discovery

A recurring theme was the disruptive impact of AI-driven platforms on traffic flows. Several respondents reported sharp drops in Google-driven visits as readers turn to ChatGPT, Perplexity, and similar tools for instant answers. 

One noted that this shift is even reshaping editorial strategy, with headlines increasingly optimized for user intent rather than traditional keyword ranking. “The drop in traffic hit us hard,” another admitted, adding that their team is now developing in-house AI solutions as part of a long-term strategy. 

While the majority acknowledged this trend, a minority said they had not yet observed a noticeable impact. Outset PR’s traffic analysis reinforces these survey perceptions – but also quantifies them. 

In Q2 2025, AI referrals accounted for just 0.97% of crypto-native traffic (79.14K visits), averaging 15.67% of referral traffic per outlet. A handful of sites saw AI contribute more than 40-60% of referral traffic, but for most, the share remained marginal compared to direct and organic channels.

Mainstream outlets performed slightly better, with AI referrals at 1.41% of total traffic (3.71M visits) and 20.30% of referral traffic per outlet. 

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This contrast underscores a structural advantage: mainstream media are already capturing more visibility from AI-driven discovery, reflecting stronger domain authority and broader reach. For crypto-native publishers, the challenge is clear: adapt or risk losing further visibility as discovery shifts away from Google.

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Get armed with the full dataset

This report goes beyond media performance tracking to serve as a broader strategic resource for the crypto industry in Latin America: 

• For PR and communications teams, it highlights where real visibility can be achieved and where it is eroding. 
• For business developers and marketers, it points to the countries and channels that matter most for reaching audiences. 
• For investors and analysts, it documents the imbalance between rising adoption and weakening media infrastructure, signaling both risks and opportunities. 
• And for publishers and policymakers, it shows how structural pressures – from AI-driven discovery to uneven regulation – are reshaping the region’s mediascape. 

Taken together, these insights make the dataset a practical reference for anyone seeking to build, scale, or sustain their presence in one of the fastest-evolving crypto ecosystems worldwide. While we use this intelligence to shape our own strategies, we’re committed to publishing it openly – because data of this kind shouldn’t be a competitive advantage for a few, but a shared tool for the entire crypto ecosystem.

Check the full dataset: 

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Got feedback, have input, or need consultancy? Connect with our analytics product manager Sofia: sofia@outsetpr.io