A new Outset PR report reveals a striking disconnect between Latin America’s surging crypto adoption and the region’s faltering crypto media presence.
While unique crypto users grew 18.3% quarter-on-quarter (QoQ) in Q2 2025, traffic to crypto-native news outlets plummeted by 54%, exposing a widening divide between specialist and mainstream media.
The analysis, powered by SimilarWeb data, extends Outset PR’s ongoing series of regional media studies, following earlier reports on Europe and Q1’s inaugural LATAM benchmark.
Crypto-Native Publishers Suffer Steep Losses
Crypto-native outlets, defined as media dedicated exclusively to crypto, blockchain, and Web3, recorded a severe downturn. Total visits fell from 17.85 million in Q1 to just 8.19 million in Q2, marking a 54.1% decline.
The intra-quarter drop was equally sharp: April (3.35M), May (2.65M), and June (2.19M) — a 34.6% slide in just three months. Only 27.8% of these outlets showed growth, while 72.2% continued shrinking. The top-performing tier also thinned dramatically, from six standout outlets in Q1 to just one by Q2.
Mainstream Publishers Defy the Downtrend
Mainstream news organizations, by contrast, demonstrated resilience. Visits to general-interest outlets featuring crypto coverage rose from 243.8 million in Q1 to 263.2 million in Q2, an 8% increase.
Argentina led with 56% of mainstream crypto traffic, while Brazil accounted for 62% of crypto-native readership. Overall, total crypto-related traffic across LATAM climbed to 271.4 million visits, up slightly from 261.6 million in Q1, showing that while overall audience interest grew, attention shifted toward mainstream sources.
Breakout Publishers Show Bright Spots
Despite the broader decline, a few crypto-native outlets managed to buck the trend. Criptoinforme surged 79.8% (+29K visits), while Bitnoticias soared 133% (+6.4K visits). These outlets combined traffic momentum with sustained quarterly gains, marking them as emerging influencers.
However, the report cautions that increased visits did not always translate into long-term audience engagement.
We are on X, follow us to connect with us :- @TimesTabloid1
— TimesTabloid (@TimesTabloid1) June 15, 2025
Traffic Sources and Platform Trends
Traffic composition was evenly split between direct and organic visits (≈44% each), while paid traffic remained negligible. X led social referrals with a commanding 42% share, followed by Facebook and YouTube. Notably, LinkedIn outperformed Instagram, reflecting a shift toward B2B-focused crypto readership across Latin America.
AI Disruption Reshapes Discovery
The most transformative trend identified was the growing role of AI-driven platforms such as ChatGPT and Perplexity in content discovery. As readers turned to AI tools for information, Google referral traffic declined sharply.
Mainstream media captured 3.7 million visits from AI sources in Q2, while crypto-native outlets drew just 79,000 — underscoring the deep structural disadvantage faced by specialized publishers in an AI-first media landscape.
Why This Report Matters
Outset PR’s Q2 2025 LATAM Crypto Media Traffic Review offers critical insights for PR professionals, marketers, analysts, and policy observers. It provides:
Media clarity: Which outlets gained or lost visibility?
Audience insight: How adoption growth contrasts with media exposure.
Platform trends: How AI and social networks are reshaping discovery.
Policy awareness: How Brazil and Argentina’s diverging regulations influence media behavior.
Together, these findings offer a data-driven map of one of crypto’s fastest-growing yet most volatile regions. The full report, complete with charts, detailed country breakdowns, and methodology, will be available exclusively on Outset PR’s official blog.
Disclaimer: This content is meant to inform and should not be considered financial advice. The views expressed in this article may include the author’s personal opinions and do not represent Times Tabloid’s opinion. Readers are urged to do in-depth research before making any investment decisions. Any action taken by the reader is strictly at their own risk. Times Tabloid is not responsible for any financial losses.
Follow us on Twitter, Facebook, Telegram, and Google News
