Innovation in journalism became an important element to determine the current and future direction of the profession. Through incremental and cumulative transformations over time, because of many obstacles faced inside the newsrooms, journalism has suffered from significant and fundamental changes, including the deployment of data journalism. In Latin America, the practice has seen an increasing expansion in the last years. Nevertheless, there are important technological gaps that limit its development. The present study draws upon literature on data journalism, media management, and sociology, aiming to contribute theoretically to data journalism research. Our findings show that beyond the technological approach, practitioners are relying on data evangelists, collaboration, and audience-centered innovation to produce data storytelling in their newsrooms. On the other hand, these alliances form "homophily" and "endogamy" features that limit the dissemination of the practice, which must consider the potential implications for the social distance of the audiences. It argues that Latin American professionals are distancing themselves from technological determinism to embrace a more audience-centric innovation in newsrooms. Finally, it also states that it is important to take into account those limitations, as they pose obstacles for data journalism innovation research knowledge. The article concludes with an agenda for future research.