On Wednesday, July 29th, Santiago became, for a few hours, the center of the streaming conversation in LATAM. At the Hotel DoubleTree by Hilton Santiago Kennedy, clients, partners, and leaders from the media & streaming industry gathered for a new edition of Mediastream Day — and the energy in the room confirmed something we'd already been seeing across the industry: the conversation about streaming in Chile is no longer about "whether to migrate," it's about "how to operate" in an increasingly complex ecosystem.
Luis Ahumada, CEO of Mediastream, opened the morning with a look at the state of the industry in LATAM and Mediastream's vision for 2026. The core message: technology can no longer be limited to distributing content — it must help capture audience, understand it, monetize it, and accelerate decisions with AI.
Alongside Fernando Cheong, CTO of Mediastream, Luis also addressed the challenge of large-scale streaming during the closing stretch of the 2026 FIFA World Cup, in the talk "Road to 2026: Streaming the World Cup" — a solid reminder that massive audience peaks are no longer the exception, they're the norm you have to plan for.
Fernando presented, for the first time publicly, a look at the data behind that operation: Mediastream provided end-to-end support —from signal capture to final distribution— to TV Azteca in Mexico, TVN in Panama and Honduras, América TV in Peru, Unitel in Bolivia, Telefe in Argentina, Teleamazonas in Ecuador, and Grupo Caracol in Colombia (across its Ditu and Caracol Televisión web platforms), sustaining a peak of 4.7 million concurrent users during the tournament, with Connected TV leading consumption ahead of mobile and web. The core message was clear: the ability to scale without degrading the experience is no longer a future promise — it's something the company put to the test, and held up, during the biggest event on the global sports calendar.
Ariel Fuentes, Sales Sub-Manager at Mediastream Audience, presented how Mediastream Audience connects and helps agencies, advertisers, and media companies automate results in real time, maximizing impact across premium formats like SGAI, DAI, and Digital Audio — closing with a live demo of MCP Audience that showed, firsthand, real-time results automation in action.
Leonidas Rojas Primus, Senior Commercial Director for South America at Comscore, presented proprietary data on Connected TV adoption across Latin America — figures showing a sustained year-over-year growth curve — and the concrete opportunities this opens up for brands in Chile.
Fernando Cheong returned to the stage with "AI-First Architecture," discussing the future of video and audio architecture powered by AI-driven automation — before closing, alongside Luis Ahumada, with "The Tech in Action: Full Stack Demo," putting the platform's latest features into practice in front of the entire room.
One of the most anticipated moments was the "Success Story: Lollapalooza, the Streaming Event of the Year," presented by Juan Sebastián "Titín" Domínguez, General Streaming Producer for Lollapalooza at Lotus Producciones, alongside Felipe Mella, Director of Live Streaming at Mediastream.
Together — the client and the technical team, side by side — they told the story of how they sustained a 3-day festival, 4 simultaneous stages, and more than 120 hours of uninterrupted streaming, through an end-to-end remote production workflow with general direction executed 100% outside the venue. Their shared conclusion: live resilience isn't improvised, it's designed.
The technical detail was the real reveal: there was no physical space inside the venue to set up an operations center — the challenge forced the team to move all continuity outside the park entirely. The solution was a remote cloud production architecture (built on AWS MediaConnect and Workspaces), run from three stations in Santiago and, as proof of how much flexibility this design allows, a fourth backup station in Bogotá. Each show also carried a key commitment to the artists: delivering an MP4 clip to their managers minutes after stepping off stage, via Live Editor and Mediastream's own AI, MoAI — a differentiator that reportedly surprised management teams used to festivals without that level of immediacy.
The morning closed with the panel "Streaming: Technology, Content and Monetization," moderated by Ariel Fuentes, featuring:
The conversation centered on how data and artificial intelligence are pushing streaming into a new phase, with CTV, advertising, and measurement as the three axes now defining the conversation between media companies, agencies, and technology providers in Chile.
Gema opened with the advertising investment picture: digital closed 2025 with a 54% share of media spend in Chile, with a projection of 56–57% by the end of 2026, and a 3–5 year outlook pointing to 60–65% — driven largely by the opportunities opening up through Connected TV and Retail Media. Leonidas added that in Chile, close to 60% of users now consider themselves daily CTV consumers, a phenomenon he sees as not too different from the rest of Latin America, and one that reflects a deep shift in how content is distributed — video and audio alike.
"CTV has already reached mass adoption — it's not a novelty, it's not a niche. A household with Connected TV uses seven to 7.3 streaming services on average, and that opens up a huge opportunity: as long as there's room for advertising there, there's work for the whole ecosystem." — Leonidas Rojas, Comscore
Ignacio, for his part, spoke about Mega's bet on building its own first-party data through MegaGo, framing audience data as the asset that now defines a media company's real value.
"The data doesn't just impact content distribution and production on MegaGo — it impacts the entire company, across the board. That data is what's defining the business today." — Ignacio González Almeida, Mega
The conversation with the audience closed with questions about data privacy and the growing advertising presence of betting companies — a topic where, panelists agreed, self-regulation by each player currently carries more weight than any settled law.
To every speaker and panelist named above, to every attendee who joined us that morning, and to the entire team that made it all come together exactly as we pictured it: thank you.
Mediastream Day will keep touring the region — if you want to stay in the loop on the next date, or talk about how these topics apply to your operation, let's talk.
