In 2026, Guatemalan internet users spend an average of 35 minutes daily on short-form videos, indicating a significant shift towards mobile and social media consumption. With over 4.2 million active users engaging with these platforms, businesses are increasingly leveraging short-form videos for marketing, with 68% adopting this strategy to reach their audience effectively.
Advertising expenditure on short-form videos in Guatemala has grown to approximately Q150 million (USD 19.2 million), reflecting the sector's rapid expansion. Engagement rates remain high at around 7.8%, suggesting content resonates well with viewers. This trend underscores the importance of video marketing in Guatemala's digital economy and its potential for further growth.