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Using data from the Latinobarómetro (Latin Barometer) survey of 2017 to analyze the effect of social network site usage on climate change awareness in 18 Latin American countries, this article makes three contributions. First, it offers results on the socioeconomic determinants of climate awareness in a region of the world where there is scant published evidence in this regard. Second, it shows the effect of social media consumption on climate change awareness by assessing the role of each of the most popular sites: YouTube, Facebook, Instagram, Twitter, LinkedIn, WhatsApp, Snapchat, and Tumblr. Third, it assesses the effects of multi-platform consumption. The results show that YouTube has the strongest and most robust positive and statistically significant effect on climate change awareness, followed by Instagram, Twitter, and WhatsApp, while being a multi-platform user also has a positive and statistically significant effect on climate change awareness. The implications of these findings for understanding the role of social media in the development of environmental awareness are discussed., Supplementary Information: The online version contains supplementary material available at 10.1007/s11111-023-00417-4., Competing Interests: Conflict of interestThe authors declare no competing interests., (© The Author(s), under exclusive licence to Springer Nature B.V. 2023, Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.)