New Outset PR’s Q2 Media Report Reveals Just 28% of Crypto-Native Outlets Saw Growth in LATAM

The second quarter of 2025 has produced a major split in Latin America’s (LATAM) crypto media space; only less than a third of outlets managed to grow, while the majority slid further ￰0￱ latest report from Outset PR, which analyzed the performance of the LATAM crypto media industry in Q2, shows that there is a sharp contrast between the few publishers (28%) who are surviving and the majority (72%) who are fading into the abyss, struggling to maintain visibility in an era where cryptocurrency adoption is on the ￰1￱ trends, driven by technological changes, market preferences, and increasing adoption, present a clear picture of where publishers and media planners should focus their strategies moving ￰2￱ Big Picture: A Clear Division Between Crypto-Native and Mainstream Media Growth Outset PR’s data shows crypto-native outlets (those that focus only on topics like blockchain, cryptocurrencies, and Web3) in Latin America suffered a 54% quarter-on-quarter traffic drop, plunging from 17.85 million visits in Q1 to just 8.19 million in ￰3￱ the other hand, mainstream publishers (those that cover crypto as part of a broader range of news or finance topics) added nearly 20 million visits in the same ￰4￱ traffic grew from 243.75 million to 263.20 million in Q2, marking an 8% increase from ￰5￱ split is what makes the 28% of crypto-native media sites that managed to grow stand out from the ￰6￱ the backdrop of such a steep overall decline, their ability to attract and even increase their audiences is quite remarkable given the circumstances in the ￰7￱ PR created a scoring system that looks at both how much these outlets grew relative to others (30%) and the total increase in their traffic (70%).

This system identified the five outlets below as the growing leaders in Latin America: Data sourced from Outset PR Each of these publications managed to grow its audience while most of the sector ￰8￱ did mainly through creating localized content and optimizing it for both direct and organic search ￰9￱ Declining Majority: A Broad Downturn For most crypto-native outlets, Q2 saw a further decline in ￰10￱ than 70% of publishers lost visitors, continuing a downward trend that started earlier this ￰11￱ decline is particularly noticeable among the top ￰12￱ Q1, six outlets had over 400,000 monthly visits, but by Q2, only one managed to stay above that ￰13￱ 1.35 million visits, CriptoNoticias now makes up 16% of all crypto-related traffic in Latin ￰14￱ shows how narrow the market has become with a few publishers starting to ￰15￱ sourced from Outset PR The mid-tier outlets, including Cointelegraph Brasil, Bitfinanzas, and Livecoins, still account for 57.82% of the LATAM crypto media traffic.

However, even their numbers are declining. Meanwhile, other 30 smaller sites, which represent 25.75% of the LATAM crypto-related traffic, are continuing to struggle, with many finding it hard to stay ￰16￱ It Matters: Adoption Grows, Media Shrinks In Q2, something interesting happened: while more people in Latin America started adopting cryptocurrency, the visibility of crypto-focused outlets dropped ￰17￱ to data from RankingsLatAm, the region saw an 18.3% increase in unique crypto users, with Argentina, Brazil, Chile, Colombia, Mexico, and Peru making up almost 90% of that ￰18￱ are becoming a bigger part of everyday ￰19￱ example, Visa teamed up with Bridge to offer stablecoin-linked cards, Bybit launched promotions aimed at Latin America, and Tether invested €30 million in a company called Bit2Me, with a special focus on ￰20￱ is also advancing its efforts in tokenization through its BA Cripto program which even allows people to pay municipal taxes using cryptocurrency.

However, even as more people use crypto, the channels that usually inform users about it are becoming ￰21￱ disconnect is important to understand because it highlights why the decline in visibility for crypto-focused outlets ￰22￱ industry risks losing independent voices that provide awareness and education, which is crucial for ￰23￱ 32% of Latin Americans view cryptocurrency transactions as secure, and educational gaps remain, making strong media coverage essential in the ￰24￱ Intelligence and Discovery: Another Growing Challenge Beyond adoption trends, Outset PR’s survey of publishers revealed another structural challenge: the impact of AI on how people discover ￰25￱ in the region noted that traffic from Google is declining as more users turn to AI tools like ChatGPT and Perplexity for quick ￰26￱ Q2, referrals from AI made up 0.97% of traffic for crypto-native outlets, but they accounted for around 15% of referral traffic for many other ￰27￱ websites are benefiting from this shift, as they have stronger domain authority and a wider ￰28￱ sourced from Outset PR Outset PR warns that if publishers don’t embrace AI-driven discovery using structured formats like FAQs or summaries, even those that are currently doing well could become ￰29￱ keep up, they will need to change their headlines, content formats, and distribution strategies as audiences increasingly rely on conversational AI instead of traditional search ￰30￱ trend aligns with Outset PR’s Eastern Europe report , where artificial intelligence referrals also disrupted traffic patterns.

A Regional Story, A Global Lesson The data from LATAM fits into a larger global picture that Outset PR has been tracking each quarter. Crypto-focused outlets in Western Europe faced challenges with the first wave of MiCA ￰31￱ Europe showed mixed signs of ￰32￱ America has demonstrated, again, that just because more people are adopting crypto doesn’t mean that media portals will ￰33￱ Q2 research reveals a new reality: only a few outlets are surviving and ￰34￱ of many crypto-focused sites, just a small number are doing well, and even they have their own ￰35￱ ones that are succeeding aren’t guaranteed safety, while those that are struggling might disappear ￰36￱ strategists, PR teams, publishers, and policymakers, the key takeaway is clear: visibility is changing, and competition for attention is tougher than ￰37￱ crypto adoption is rising, the battle for influence is now focused among fewer players, with generalist media and AI platforms increasingly determining how crypto stories reach ￰38￱ media planners, the report suggests it's time to rethink and ￰39￱ PR recommends that planners consider breakout publishers, optimize for AI discovery, tap into mainstream audiences, address regional nuances, and diversify traffic ￰40￱ following these steps, campaigns can gain better visibility in the current crypto media space and help brands stay strong as audience preferences have changed toward new channels and tools for finding information.