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Colombia's media market blends long-established broadcasters with fast-growing digital platforms that reach more than 41 million internet users. Conglomerates control national television, radio, and print outlets, while audiences rely on social video, messaging apps, and streaming for news and entertainment. Brands navigating this landscape must balance legacy reach with mobile-first behaviours and regional infrastructure gaps.
Private groups such as Ardila Lülle (Caracol Televisión), Grupo Santo Domingo, and Grupo Sarmiento Angulo dominate national TV and radio, while public-service providers RTVC, Canal Institucional, and Señal Colombia focus on educational and cultural programming. Caracol and RCN capture most national TV share, and affiliated stations extend their footprint across regional markets and diaspora communities.
The Communications Regulation Commission (CRC) and the Ministry of Information Technologies and Communications manage licensing, spectrum, and convergence policy following reforms that replaced the National Television Authority. Current priorities include transparent allocation of government advertising, guidelines for OTT and streaming services, and stronger protections for journalists covering corruption, environmental conflicts, and rural security challenges.
DataReportal estimates 41.1 million internet users in 2025 (around 78% penetration) and social-media usage above 70%. WhatsApp, Facebook, Instagram, TikTok, and YouTube drive daily communication, and influencer marketing exceeded COP 117 billion in 2023 as brands blend paid, earned, and creator-led campaigns.
Connectivity disparities persist: fewer than 13% of rural households have fixed broadband, making terrestrial TV and radio vital for underserved communities. Government fibre builds, community Wi-Fi, and mobile expansion aim to close gaps, yet geography and affordability slow progress, reinforcing the need for multi-platform monitoring that captures digital sentiment and influential legacy outlets.
Colombians spend more than six hours online daily and over two hours on social media. WhatsApp, TikTok, Instagram, Facebook, and YouTube drive news discovery, entertainment, and ecommerce, while streaming platforms from international and local players expand on-demand viewing. Podcasts and online audio from Caracol, RCN, and indie producers continue to grow in metropolitan areas.
Terrestrial TV remains crucial for national events, fútbol coverage, and primetime entertainment, though younger audiences migrate to OTT services. Print readership has declined but El Tiempo, El Espectador, and regional dailies still influence public debate. Radio reaches commuters and rural listeners, and community stations complement national networks with hyperlocal information.
| Indicator | Latest Figure | Source |
|---|---|---|
| Population | approximately 52 million (2024) | Departamento Administrativo Nacional de Estadística |
| Internet users | approximately 41.1 million (78% penetration) | DataReportal Digital 2025 Colombia |
| Social media users | approximately 36.2 million (69% penetration) | DataReportal Digital 2025 Colombia |
| Mobile connections | approximately 70.4 million (134% penetration) | DataReportal Digital 2025 Colombia |
| Digital ad spend | approximately USD 1.4 billion (2024) | Statista Digital Advertising Colombia |
Reuters Institute's 2024 survey reports 37% of Colombian respondents trust most news most of the time, with Noticias Caracol, El Tiempo, and Semana among the most trusted outlets. Press freedom organisations note rising concerns over journalist safety and the influence of political advertising on editorial independence.
Telenovelas, reality shows, football broadcasts, and streaming originals dominate video demand, while influencer-driven short video and social commerce shape purchase journeys. Radio audiences rely on morning news magazines, talk programmes, and music countdowns, and podcasts cover true crime, politics, and entrepreneurship for urban listeners.
