Weird fun fact (as an Argentinian who went to school in England for a few years): in English-speaking countries, America is not a continent in the same way as in Spanish. In English they have two continents: South America and North America.

So the word "American" in English does not mean the same as "Americano" in Spanish.

There's really no natural word in English to refer to someone from "El continente Americano", because no such continent exists in English. That's why they use the word "American" to refer to someone from USA exclusively.

If it is successful then the next region would be in the US