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.
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.
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Traffic Sources and Platform Trends
Traffic composition was evenly split between direct and organic visits (approximately 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.