AI Solutions and Major Media Weaken Latin America's Native Crypto Platforms

Latin America's crypto-focused media sector is experiencing a steep downturn, with visits to dedicated crypto outlets dropping by 54% in Q2 2025, even as crypto adoption in the region climbed by 18.3%, according to a recent

Media outlets dedicated solely to blockchain, crypto, and Web3 topics saw a sharp fall in user engagement. Visits to these platforms dropped from 17.85 million in the first quarter to 8.19 million in the second, with a 34.6% decrease in traffic from April to June. Only 27.8% of these specialized sites experienced growth, while 72.2% continued to lose audience. The number of top-performing outlets also shrank, with just one standout remaining in Q2 compared to six in Q1, according to the report.

In contrast, mainstream news organizations benefited from the region’s growing interest in crypto. General news sites that included crypto content drew 263.2 million visits in Q2, up from 243.8 million in Q1. Argentina and Brazil stood out as major markets, with Argentina making up 56% of mainstream crypto traffic and Brazil accounting for 62% of the crypto-native audience. While total crypto-related visits across Latin America edged up to 271.4 million, the move toward mainstream outlets signals a wider preference for varied content, the Outset PR report notes.

Some crypto-specific sites managed to defy the overall decline. Criptoinforme and Bitnoticias saw their traffic soar by 79.8% and 133%, respectively. Still, the report highlights that higher visit numbers did not always mean more meaningful engagement. The sources of web traffic also shifted notably: AI-powered platforms such as ChatGPT and Perplexity became key ways for users to find content, with mainstream media attracting 3.7 million AI-driven visits, compared to just 79,000 for crypto-native sites, the report says.

The authors of the report attribute the downturn to several factors, including the growing influence of AI in content discovery, the enduring strength of mainstream media, and the inherent challenges faced by niche publishers. Outset PR’s research offers valuable guidance for industry participants, shedding light on evolving media consumption habits, audience trends, and the regulatory impact of differing crypto policies in Brazil and Argentina. The complete report, featuring data visualizations and country-level analysis, can be found on the Outset PR blog.