In 2024, Latin America became the world’s second-fastest-growing crypto market. From hyperinflation-driven adoption in Argentina to innovation hubs in Brazil, the appetite for crypto is accelerating in the region.
But that momentum isn't reflected in media visibility. In Q1 2025, LATAM’s crypto-covering newsrooms showed signs of collapse. According to data from Outset PR, a boutique agency specializing in data-driven organic campaigns for Web3, nearly 73% of 55 active publishers lost traffic between January and March — exposing deep instability in the ecosystem meant to amplify crypto’s narrative.
Specifically:
Traffic across the analyzed sites dropped from 94.48 million visits in January to 81.53 million in February — a steep 13.71% decline.
March brought some recovery, up to 85.59M, but most outlets remained below January levels.
The Q1 dip coincided with Bitcoin's 17% price drop and significant losses in altcoins, driven by exchange hacks, meme coin controversies, and tightening U.S. policy signals, alongside a major Google core update in March.
Traffic Gainers Exist — But There’s a Catch
Only 15 outlets recorded positive traffic growth during Q1.
However, many of these aren’t true crypto-native sources. For example, El Diario and Money Times — both drawing millions of visitors month-over-month — are general finance or news portals that tend to boost crypto coverage only during market highs, leaving gaps when volatility kicks in. They’re also less useful for consistent storytelling or long-term Web3 brand building.
Crypto-native growth was rare — but telling. A few dedicated outlets posted strong percentage gains:
DiarioBitcoin: +204.31%
CriptoTendencia: +98.86%
Cripto247: +36.17%
Yet their total reach still lagged far behind generalist publications. Even after these surges, the listed outlets operated in the 100,000–400,000 monthly visit range, not in the millions.
And the cherry on top? Nearly half of Q1’s gainers averaged fewer than 91,000 monthly visitors. Bitcoin Mexico, Blocknews, and Criptomonedas.eu even sat in the sub-10,000 range, making them suitable for SEO or local targeting — but effectively irrelevant for scalable PR or distribution.
The Real Crypto Influence Is in the Hands of a Few Sites — Even as They Decline
Notably, the top crypto-focused outlets saw traffic declines in February, and many didn’t recover by March. These included:
CriptoNoticias
Cointelegraph Brasil
Livecoins
CriptoFacil
BitFinanzas
Portal do Bitcoin
While their grip on attention is no longer stable, their reach remains unmatched. The report reveals a striking concentration: these six sites were the only publishers to surpass 400,000 average monthly visits in Q1 — together accounting for 69% of total crypto-native traffic.
The mid-tier segment, represented by seven outlets including DiarioBitcoin, CriptoTendencia, and Cripto247, captured just 23% of crypto audiences. The remaining 8% was spread across 24 low-traffic sites, which consistently failed to exceed 110,000 monthly visits.
Outset PR highlights that this long-tail fragmentation limits the utility of many “full coverage” PR packages — where legacy media lists include outlets that are not just declining, but becoming invisible. A prime example is CryptoNews Brasil, which lost its LATAM visibility entirely — likely due to growing regulatory friction, including domain filtering and stricter rules around betting-related advertising.
What Crypto PR Needs in LATAM Now
Outset PR’s findings highlight a fundamental shift: media performance is no longer predictable, and past reputation doesn’t guarantee present relevance.
To build meaningful traction, crypto brands need to evolve their approach. Here’s what Outset PR recommends.
Right moves
Wrong moves
Diversify across crypto-native outlets with proven stability and/or growth
Rely on static media kits or outdated lists — focus on your goals and plan accordingly
Mix niche crypto and finance portals for layered visibility during bullish cycles
Assume high traffic means high crypto engagement — vet editorial consistency
Track Google algorithm updates and local regulatory changes regularly
Expect one or two publishers to carry your campaign — scale horizontally across tiers
How Outset PR Does It Differently
Outset PR doesn’t pitch blind. It audits the media landscape quarter by quarter, using a proprietary system to map reach, relevance, and algorithmic shifts across the markets.
Campaigns are built with live performance data
Each media outlet is hand-selected based on audience quality, not just quantity
Market timing and platform resilience are factored into publishing decisions
This data-driven, boutique model ensures that PR is a strategic asset aligned with your roadmap and resources.
Want to make sure your crypto story lands in the right places in LATAM? Explore the full report and insights on Outset PR’s blog.
