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Broadcasting in Brazil Potential Addressable Market

Addressable Market Calculation

Here is the quantification of the potential addressable market for each identified whitespace in the Brazilian broadcasting industry, based on key assumptions, researched numbers, and calculations.

1. Affordable Unified Content Aggregators

  • Key Assumptions and Detailed Rationale:

    • Target Audience Size: The potential market consists of Brazilian internet users who are seeking a more affordable and unified way to access video content, potentially migrating from costly traditional Pay-TV bundles or managing multiple streaming subscriptions. Internet users represent the digitally connected population capable of accessing such a service.
      • Rationale: The decline in Pay-TV subscriptions and consumer pain around content fragmentation indicate a strong demand for more cost-effective and simplified access. [Current Pains Analysis, Teleco] Internet users are the relevant pool for digital aggregation services. [Value Chain Report - Transmission & Distribution]
    • Market Penetration Rate: The percentage of the target audience (internet users) expected to adopt a compelling affordable unified content aggregator service. This rate accounts for competition from existing free and paid services and the appeal of the specific offering.
      • Rationale: Adoption will depend on the value proposition (content included vs. cost) and successful marketing. A range reflects different potential levels of market acceptance over time.
    • Average Revenue Per User (ARPU): The average monthly revenue generated per user or household from the aggregator service, considering potential revenue streams like tiered subscriptions (SVOD/AVOD hybrid) or advertising within the platform.
      • Rationale: This represents the monetization potential per user. The "affordable" nature of the whitespace suggests an ARPU lower than traditional Pay-TV but potentially higher than a single low-cost SVOD due to content breadth.

  • Researched Numbers with Rationale and Sources:

    • Target Audience Size: Approximately 140 million Internet Users in Brazil (as of late 2024/early 2025). [Value Chain Report - Transmission & Distribution (citing data up to Dec 2024/Feb 2025)]
    • Market Penetration Rate: Estimated range of 10% to 30% of internet users.
      • Rationale: This range considers initial adoption by segments like dissatisfied Pay-TV subscribers and multi-OTT users, potentially growing as the value proposition is proven. [Estimate based on market dynamics and potential adoption curves]
    • Average Revenue Per User (ARPU): Estimated range of R$ 40 to R$ 80 per user/household per month.
      • Rationale: This is a speculative estimate for an "affordable unified" service, positioned below the likely ARPU of traditional Pay-TV but above basic single SVODs. [Estimate based on market context (Pay-TV decline, SVOD prices, need for affordability)]

  • Calculated Potential Addressable Market:

    • Formula: Target Audience Size * Market Penetration Rate * ARPU (Monthly) * 12
    • Target Audience Size: 140,000,000
    • ARPU (Annualized): (R$ 40 to R$ 80) * 12 = R$ 480 to R$ 960
    • Penetration Rate: 10% to 30%
    • Low End Calculation: 140,000,000 * 0.10 * R$ 480 = R$ 6,720,000,000
    • High End Calculation: 140,000,000 * 0.30 * R$ 960 = R$ 40,320,000,000
    • Potential Addressable Market (Annual Revenue): R$ 6.7 billion to R$ 40.3 billion.

2. AI-Powered Cross-Platform Content Discovery & Personalization

  • Key Assumptions and Detailed Rationale:

    • Market Focus: This whitespace's value is primarily in enhancing existing content platforms (streaming, converged TV services) rather than being a standalone consumer revenue stream. The addressable market is best represented by the additional value it unlocks for platforms, particularly in advertising effectiveness and user engagement.
    • Relevant Advertising Market: The total advertising spend on platforms where improved discovery and personalization can lead to more valuable ad inventory (e.g., online video advertising, future TV 3.0 addressable advertising).
    • Value Uplift Percentage: The estimated percentage increase in the effective value of advertising inventory or user engagement due to enhanced discovery and personalization, reflecting potential higher CPMs, increased viewing time, or reduced churn.
      • Rationale: Better content discovery keeps users engaged longer, providing more advertising opportunities. Personalization enables more relevant ad targeting, increasing advertiser ROI and potential CPMs. While also impacting subscription churn, quantifying the advertising uplift is a more direct link to a large existing market.

  • Researched Numbers with Rationale and Sources:

    • Relevant Advertising Market (Estimate): Estimated pool of ad spend potentially influenced, combining estimated online video ad spend and future addressable TV ad spend. Online video ad spend is estimated based on the total digital ad market and online video's audience share.
      • Rationale: Online video consumption is significant (20.1% of TV audience), implying a meaningful ad market segment. [Tela Viva [Ate dezembro de 2024...]]
      • Number (Estimated Online Video Ad Spend): R$ 5 billion to R$ 10 billion per year. [Estimate based on total digital ad market breakdown and online video audience share - R$ 37.9B total digital ad market in 2024 [Finsiders]
    • Value Uplift Percentage: Estimated range of 5% to 15%.
      • Rationale: This represents the potential increase in revenue or effectiveness that platforms could achieve through better targeting, engagement, and reduced churn enabled by advanced discovery. [Estimate based on the potential efficiency gains from better targeting and engagement]

  • Calculated Potential Addressable Market:

    • Formula: Relevant Advertising Market * Value Uplift Percentage
    • Relevant Advertising Market (Estimate): R$ 5 billion to R$ 10 billion
    • Value Uplift Percentage: 5% to 15%
    • Low End Calculation: R$ 5,000,000,000 * 0.05 = R$ 250,000,000
    • High End Calculation: R$ 10,000,000,000 * 0.15 = R$ 1,500,000,000
    • Potential Addressable Market (Annual Value Contribution/Uplift): R$ 0.25 billion to R$ 1.5 billion. (This represents the estimated additional value created for platforms, not a standalone market size for a discovery app).

3. Hyper-Localized & Regionally Diverse Content Ecosystems

  • Key Assumptions and Detailed Rationale:

    • Market Focus: This whitespace aims to unlock value in underserved regional markets and content production. While it involves content production costs, the addressable market is best represented by the potential additional advertising revenue and potentially public/private investment stimulated by a thriving regional content ecosystem. Quantifying direct consumer spend on purely regional content subscriptions is difficult without specific market data.
    • Regional Audience Size: The estimated size of the population segment with a strong interest in hyper-local and regionally diverse content that is currently underserved by national broadcasts.
      • Rationale: Demand signals indicate a desire for content reflecting local realities outside major centers. [Current Pains Analysis - Unmet Need #8] This segment represents the potential audience for dedicated regional offerings.
    • Potential Annual Ad Value Per Person: A proxy for the potential advertising revenue that could be generated per person in these regional markets if effectively served with relevant content and measurable platforms.
      • Rationale: While regional markets may have different advertising dynamics than national ones, using a per-capita value based on the national TV ad market provides a rough estimate of the untapped potential if a viable regional ecosystem were to develop.

  • Researched Numbers with Rationale and Sources:

    • Regional Audience Size (Estimate): Estimated range of 20% to 30% of the total Brazilian population (~210 million).
      • Rationale: This range is a broad estimate of the population outside the core focus of national broadcasters, based on the geographic size and cultural diversity of Brazil. [Estimate based on Brazilian population and geographic/cultural spread]
      • Number (Estimated Regional Audience): 42 million to 63 million people.
    • Potential Annual Ad Value Per Person (Proxy): Approximately R$ 120 per person per year.
      • Rationale: Calculated by dividing the total estimated national TV advertising revenue in 2024 by the total population. This is a simplification assuming similar potential ad value exists in regional markets if effectively accessed. [Calculated using: Total TV Advertising R$ 25.2 billion [Value Chain Report - Monetization] / Total Population ~210 million]

  • Calculated Potential Addressable Market:

    • Formula: Regional Audience Size * Potential Annual Ad Value Per Person (Proxy)
    • Regional Audience Size: 42,000,000 to 63,000,000
    • Potential Annual Ad Value Per Person: R$ 120
    • Low End Calculation: 42,000,000 * R$ 120 = R$ 5,040,000,000
    • High End Calculation: 63,000,000 * R$ 120 = R$ 7,560,000,000
    • Potential Addressable Market (Potential Annual Advertising Revenue): R$ 5.0 billion to R$ 7.6 billion. (This estimates the potential additional advertising revenue unlocked by effectively serving regional audiences, not the total value of regional production).

4. TV 3.0-Enabled Enhanced Viewing & Interactive Services

  • Key Assumptions and Detailed Rationale:

    • Market Focus: The primary quantifiable value from TV 3.0 in the near term is the potential uplift in advertising revenue due to targeted advertising capabilities and potentially increased engagement from enhanced quality (4K HDR) and interactivity.
    • Total Free-to-Air TV Advertising Market: The existing market that will be transformed by TV 3.0 capabilities.
      • Rationale: TV 3.0 directly upgrades the free-to-air broadcasting standard. [Value Chain Report - Transmission & Distribution, ATSC]
    • Estimated Percentage Uplift in Ad Value: The potential increase in the value of FTA advertising inventory as addressable advertising becomes possible and viewing experience improves.
      • Rationale: Targeted advertising commands higher prices than untargeted ads. The magnitude of the uplift depends on the pace of TV 3.0 adoption and the effectiveness of the new ad technologies.

  • Researched Numbers with Rationale and Sources:

    • Total Free-to-Air TV Advertising (2024): R$ 25.2 billion. [Value Chain Report - Monetization]
    • Estimated Percentage Uplift in Ad Value: Estimated range of 10% to 25%.
      • Rationale: This range reflects the potential for increased CPMs and advertiser demand for targeted and higher-quality inventory enabled by TV 3.0, applied as a potential uplift on the total market as adoption increases. [Estimate based on the value proposition of targeted advertising and enhanced broadcast quality]

  • Calculated Potential Addressable Market:

    • Formula: Total Free-to-Air TV Advertising Market * Estimated Percentage Uplift in Ad Value
    • Total FTA TV Advertising Market: R$ 25,200,000,000
    • Estimated Percentage Uplift: 10% to 25%
    • Low End Calculation: R$ 25,200,000,000 * 0.10 = R$ 2,520,000,000
    • High End Calculation: R$ 25,200,000,000 * 0.25 = R$ 6,300,000,000
    • Potential Addressable Market (Potential Annual Advertising Uplift): R$ 2.5 billion to R$ 6.3 billion. (This estimates the additional advertising revenue unlocked by TV 3.0 capabilities, not the total FTA ad market).

5. Privacy-Centric Targeted Advertising & Data Monetization

  • Key Assumptions and Detailed Rationale:

    • Market Focus: This whitespace enables more valuable advertising by ensuring privacy compliance and building user trust in data usage for targeting across both broadcast (TV 3.0) and digital video platforms. The addressable market is the value added to relevant advertising markets by implementing robust privacy-centric solutions.
    • Potential Addressable Ad Spend Pool: The combined advertising spend across FTA TV (potentially addressable via TV 3.0) and digital video platforms where privacy-centric targeting solutions are applicable.
      • Rationale: Privacy concerns and regulations (LGPD) apply to digital data and will be relevant for TV 3.0's return path data. [Current Pains Analysis - Privacy & data protection fears, Opportunities Analysis O9] This pool represents the total ad spend that can be made more valuable and compliant.
    • Estimated Privacy-Centric Premium: The estimated additional value (e.g., higher CPMs, reduced compliance risk, increased advertiser confidence/performance) that privacy-centric approaches bring to targeted advertising compared to less compliant or less trusted methods.
      • Rationale: Advertisers are willing to pay a premium for compliant, high-performing inventory. Privacy builds user trust, which can improve ad receptiveness.

  • Researched Numbers with Rationale and Sources:

    • Potential Addressable Ad Spend Pool (Estimate): Combining the 2024 FTA TV advertising market (R$ 25.2 billion) with the estimated online video advertising market (R$ 5 billion to R$ 10 billion).
      • Rationale: These are the key segments where video advertising occurs in Brazil and where targeting is relevant. [Value Chain Report - Monetization, Estimate from Whitespace 2]
      • Number (Potential Addressable Ad Spend Pool): R$ 30.2 billion to R$ 35.2 billion.
    • Estimated Privacy-Centric Premium: Estimated range of 5% to 15%.
      • Rationale: This range represents the value contribution from increased CPMs for trusted inventory, improved campaign performance, and the value of mitigating compliance risks under LGPD. [Estimate based on market value of targeting and compliance]

  • Calculated Potential Addressable Market:

    • Formula: Potential Addressable Ad Spend Pool * Estimated Privacy-Centric Premium
    • Potential Addressable Ad Spend Pool: R$ 30,200,000,000 to R$ 35,200,000,000
    • Estimated Privacy-Centric Premium: 5% to 15%
    • Low End Calculation: R$ 30,200,000,000 * 0.05 = R$ 1,510,000,000
    • High End Calculation: R$ 35,200,000,000 * 0.15 = R$ 5,280,000,000
    • Potential Addressable Market (Annual Value): R$ 1.5 billion to R$ 5.3 billion. (This represents the estimated market size for solutions and services enabling privacy-centric targeted advertising and data monetization).

6. Accessible Self-Service Advertising Platforms for SMEs on Converged TV

  • Key Assumptions and Detailed Rationale:

    • Market Focus: This whitespace creates a new advertising market segment by making TV/CTV advertising accessible and affordable for Small and Medium-sized Enterprises (SMEs) through self-service platforms.
    • Addressable SME Pool: The estimated number of SMEs in Brazil that could potentially use self-service platforms for TV/CTV advertising.
      • Rationale: There is a large number of SMEs in Brazil, with many new businesses starting. [ASN Sebrae, Current Pains Analysis - Unmet Need #9] These businesses need accessible marketing tools.
    • Percentage of Engaged SMEs: The percentage of the addressable SME pool that is likely to adopt and use these self-service TV/CTV advertising platforms.
      • Rationale: Adoption will depend on ease of use, effectiveness, and cost relative to other advertising options (e.g., social media, local radio).
    • Average Annual Ad Spend per Engaged SME: The estimated average annual amount an engaged SME would spend on TV/CTV advertising through a self-service platform.
      • Rationale: Self-service platforms typically allow for lower entry budgets compared to traditional TV ad buys, but offer potential for significant aggregate revenue from a large number of advertisers.

  • Researched Numbers with Rationale and Sources:

    • Addressable SME Pool (Estimate): Estimated range of 5 million to 10 million SMEs.
      • Rationale: Based on the large number of SMEs in Brazil and the rate of new business creation, representing the potential universe of advertisers. [Estimate based on total SME numbers in Brazil, ASN Sebrae]
    • Percentage of Engaged SMEs: Estimated range of 10% to 30%.
      • Rationale: Based on adoption rates of self-service advertising on other digital platforms, adjusted for the novelty and perceived complexity of TV/CTV advertising for SMEs. [Estimate based on digital platform adoption rates]
    • Average Annual Ad Spend per Engaged SME: Estimated range of R$ 3,000 to R$ 10,000.
      • Rationale: A speculative range for annual marketing spend allocated to a new, accessible channel like self-service TV/CTV by a small business. [Estimate based on typical SME marketing budgets and self-service models]

  • Calculated Potential Addressable Market:

    • Formula: Addressable SME Pool * Percentage of Engaged SMEs * Average Annual Ad Spend per Engaged SME
    • Addressable SME Pool: 5,000,000 to 10,000,000
    • Percentage Engaged: 10% to 30%
    • Average Annual Ad Spend: R$ 3,000 to R$ 10,000
    • Low End Calculation: 5,000,000 * 0.10 * R$ 3,000 = R$ 1,500,000,000
    • High End Calculation: 10,000,000 * 0.30 * R$ 10,000 = R$ 30,000,000,000
    • Potential Addressable Market (Annual Ad Revenue): R$ 1.5 billion to R$ 30.0 billion. (This represents a potential new revenue stream from SMEs).

7. Next-Generation Unified Audience Measurement Solutions

  • Key Assumptions and Detailed Rationale:

    • Market Focus: The addressable market for unified audience measurement is the total value the industry places on accurate, cross-platform audience data. This value is expressed through spending on measurement services and the increased efficiency/effectiveness of advertising spend enabled by better data.
    • Relevant Advertising Market: The total advertising spend across FTA TV, Pay TV, and Digital Video platforms, which relies on audience measurement data for planning, buying, and evaluating campaigns.
      • Rationale: Unified measurement directly impacts how advertising budgets are allocated and valued across all relevant video platforms. [Current Pains Analysis - B2B Pain: Cross-platform audience measurement gap, Opportunities Analysis O6]
    • Value Unlocked Percentage: The estimated percentage gain in efficiency or effectiveness of the Relevant Advertising Market due to the availability of unified, de-duplicated, cross-platform audience data.
      • Rationale: Better data reduces wasted impressions, improves targeting, and allows for more accurate ROI assessment, creating value for advertisers and publishers.

  • Researched Numbers with Rationale and Sources:

    • Relevant Advertising Market (Estimate): Aggregating the 2024 FTA TV advertising market (R$ 25.2 billion), an estimated Pay TV advertising share (assuming R$ 1 billion to R$ 2 billion based on market reports), and the estimated online video advertising market (R$ 5 billion to R$ 10 billion).
      • Rationale: These segments represent the major areas of video advertising spend influenced by audience measurement. [Value Chain Report - Monetization, Estimate from Whitespace 2, Market Reports]
      • Number (Relevant Advertising Market): R$ 31.2 billion to R$ 37.2 billion.
    • Value Unlocked Percentage: Estimated range of 2% to 5%.
      • Rationale: This range represents a conservative estimate of the efficiency gains or increased confidence in spend that better, unified measurement can provide across the total relevant ad market. [Estimate based on potential gains from improved measurement and allocation]

  • Calculated Potential Addressable Market:

    • Formula: Relevant Advertising Market * Value Unlocked Percentage
    • Relevant Advertising Market: R$ 31,200,000,000 to R$ 37,200,000,000
    • Value Unlocked Percentage: 2% to 5%
    • Low End Calculation: R$ 31,200,000,000 * 0.02 = R$ 624,000,000
    • High End Calculation: R$ 37,200,000,000 * 0.05 = R$ 1,860,000,000
    • Potential Addressable Market (Annual Value Unlocked): R$ 0.6 billion to R$ 1.9 billion. (This represents the estimated additional value created by unified measurement, or the potential market size for such premium services).

8. Collaborative Anti-Piracy Initiatives & Advanced IP Protection

  • Key Assumptions and Detailed Rationale:

    • Market Focus: The addressable market is the potential revenue that can be recovered by reducing content piracy, primarily impacting subscription revenue (Pay-TV and Streaming) and potentially advertising revenue by preserving audience.
    • Estimated Annual Revenue Loss due to Piracy: An estimation of the total revenue lost by legal content providers due to consumers accessing content through illegal means (e.g., illegal IPTV).
      • Rationale: Piracy is a significant issue in Brazil, with millions of households estimated to use illegal services, directly eroding the revenue base of legal Pay-TV and streaming providers. [Value Chain Report - Bottleneck: Piracy]
    • Percentage of Revenue Recovered: The estimated percentage of the total lost revenue that can be successfully converted into legitimate revenue through enhanced anti-piracy measures and consumer migration to legal services.
      • Rationale: Anti-piracy efforts can disrupt illegal operations and encourage some users to switch to legal alternatives, but complete eradication is unlikely.

  • Researched Numbers with Rationale and Sources:

    • Estimated Annual Revenue Loss due to Piracy (Potential): Based on the estimated number of households using illegal IPTV (7 million) and a potential average monthly revenue they could contribute to legal services if they switched. Assuming a potential captured revenue per household of R$ 40 to R$ 80 per month, reflecting a potential shift to more affordable legal streaming or basic Pay-TV bundles.
      • Rationale: Using the reported number of illegal IPTV households as a base and estimating a plausible ARPU if they were legal subscribers provides a rough proxy for the scale of revenue leakage. [Value Chain Report - Bottleneck: Piracy, Estimate based on potential ARPU of displaced legal subscribers]
      • Number (Estimated Annual Revenue Loss - Potential): R$ 3.4 billion to R$ 6.7 billion per year (7,000,000 households * R$ 40-80/month * 12 months).
    • Percentage of Revenue Recovered: Estimated range of 20% to 50%.
      • Rationale: Represents a plausible range for the effectiveness of intensified anti-piracy efforts in converting illegal consumption to legitimate revenue streams. [Estimate based on expected impact of anti-piracy measures]

  • Calculated Potential Addressable Market:

    • Formula: Estimated Annual Revenue Loss due to Piracy * Percentage of Revenue Recovered
    • Estimated Annual Revenue Loss (Potential): R$ 3,400,000,000 to R$ 6,700,000,000
    • Percentage of Revenue Recovered: 20% to 50%
    • Low End Calculation: R$ 3,400,000,000 * 0.20 = R$ 680,000,000
    • High End Calculation: R$ 6,700,000,000 * 0.50 = R$ 3,350,000,000
    • Potential Addressable Market (Annual Recovered Revenue): R$ 0.7 billion to R$ 3.4 billion. (This represents the estimated additional revenue that could be captured by the industry by reducing piracy).

9. Shared Infrastructure & Cloud Services for Broadcaster Modernization

  • Key Assumptions and Detailed Rationale:

    • Market Focus: This B2B whitespace addresses the need for smaller and regional broadcasters to modernize their infrastructure (especially for TV 3.0 and IP workflows) without prohibitive CAPEX. The addressable market is the potential annual spend by these broadcasters on shared infrastructure and cloud-based services as an alternative to direct capital investment.
    • Addressable CAPEX Pool: An estimated portion of the total industry CAPEX required for modernization (specifically TV 3.0) that is attributable to smaller and regional broadcasters who are most likely to consider shared service models.
      • Rationale: TV 3.0 migration requires significant investment. [Value Chain Report - Bottleneck: Capital-Intensive Technology Upgrades, Ongoing Changes Signals] Smaller broadcasters face this as a major barrier [Current Pains Analysis - Unmet Need #5] and are potential users of shared solutions.
    • Annualization Factor: A factor to convert the estimated addressable CAPEX amount into an equivalent annual spending opportunity for shared services over the expected lifespan of the infrastructure.
      • Rationale: Shared services are typically priced on an operational (Opex) basis (e.g., monthly fees), whereas traditional infrastructure is a capital (Capex) expense. Annualizing the relevant CAPEX provides a basis for estimating the potential annual service market.
    • Percentage Adoption of Shared/Cloud Models: The estimated percentage of the addressable CAPEX need that is likely to be met through adoption of shared infrastructure or cloud services.
      • Rationale: Not all broadcasters will shift to shared models; some will continue with owned infrastructure.

  • Researched Numbers with Rationale and Sources:

    • Total Estimated Industry CAPEX for TV 3.0: R$ 15 billion to R$ 18 billion. [Value Chain Report - Bottleneck: Capital-Intensive Technology Upgrades, Ongoing Changes Signals]
    • Addressable CAPEX Pool (Estimate): Estimated range of 30% to 50% of the total TV 3.0 CAPEX, attributed to smaller/regional broadcasters.
      • Rationale: A speculative range for the portion of the total modernization cost faced by broadcasters who would strongly consider shared alternatives due to cost barriers. [Estimate based on the nature of the Brazilian broadcasting market with many regional players]
      • Number (Addressable CAPEX Pool): R$ 4.5 billion to R$ 9.0 billion.
    • Annualization Factor: Dividing the CAPEX by an estimated infrastructure lifespan of 12 years.
      • Rationale: A typical lifespan for broadcast transmission equipment is 10-15 years. Dividing by 12 provides a mid-range annual equivalent. [Estimate based on industry equipment lifecycles]
    • Percentage Adoption of Shared/Cloud Models: Estimated range of 20% to 40% of the Addressable CAPEX Pool (in annualized terms).
      • Rationale: Represents the estimated portion of the modernization need within the target segment that is likely to be addressed by shared/cloud services. [Estimate based on expected adoption of new operational models]

  • Calculated Potential Addressable Market:

    • Formula: (Addressable CAPEX Pool / Annualization Factor) * Percentage Adoption of Shared/Cloud Models
    • Addressable CAPEX Pool: R$ 4,500,000,000 to R$ 9,000,000,000
    • Annualization Factor: 12 years
    • Annualized Addressable CAPEX: (R$ 4,500,000,000 / 12) to (R$ 9,000,000,000 / 12) = R$ 375,000,000 to R$ 750,000,000 per year.
    • Percentage Adoption: 20% to 40%
    • Low End Calculation: R$ 375,000,000 * 0.20 = R$ 75,000,000
    • High End Calculation: R$ 750,000,000 * 0.40 = R$ 300,000,000
    • Potential Addressable Market (Annual Service Spend): R$ 0.075 billion to R$ 0.3 billion. (R$ 75 million to R$ 300 million). (This represents the estimated annual market size for shared infrastructure and cloud services for broadcaster modernization).

References

  • 7,7 milhões de acessos de TV por assinatura em Fev/25 – Teleco. https://www.teleco.com.br/assinantes_tv.asp
  • Investimento em publicidade digital no Brasil cresce 8 %, a R$ 37,9 bi em 2024 – Finsiders Brasil. https://www.finsiders.com.br/noticias/2025/05/07/investimento-em-publicidade-digital-no-brasil-cresce-8-a-r-379-bi-em-2024/
  • Recorde histórico! Mais de 4,15 milhões de pequenos negócios foram abertos em 2024 – ASN Sebrae. https://asn.sebrae.com.br/nacional/recorde-historico-mais-de-415-milhoes-de-pequenos-negocios-foram-abertos-em-2024/
  • ATSC 3.0 transmission technology recommended as final ingredient for Brazil's TV 3.0 project – ATSC.org. https://www.atsc.org/news/atsc-3-0-transmission-technology-unanimously-recommended-as-final-ingredient-for-brazils-tv-3-0-project/
  • Até dezembro de 2024, consumo de vídeo online representou 20,1 % da audiência de TV – Tela Viva. https://telaviva.com.br/11/03/2025/ate-dezembro-de-2024-consumo-de-video-online-representou-201-da-audiencia-de-tv/

  • (Implicitly from the provided text sections "Value Chain Analysis", "Current and Future Opportunities", "Ongoing Changes Signals", "Current Pains", "Consumption Trends" which cite multiple sources including ANATEL, ANCINE, Globo, Kantar Ibope, Meio & Mensagem, OECD, Poder360, TELA VIVA, TVTechnology, ATSC.org, Teleco, Finsiders Brasil, ASN Sebrae, Folha de S.Paulo) by shared/cloud services. [Estimate based on expected adoption of new operational models]

  • Calculated Potential Addressable Market:

    • Formula: (Addressable CAPEX Pool / Annualization Factor) * Percentage Adoption of Shared/Cloud Models
    • Addressable CAPEX Pool: R$ 4,500,000,000 to R$ 9,000,000,000
    • Annualization Factor: 12 years
    • Annualized Addressable CAPEX: (R$ 4,500,000,000 / 12) to (R$ 9,000,000,000 / 12) = R$ 375,000,000 to R$ 750,000,000 per year.
    • Percentage Adoption: 20% to 40%
    • Low End Calculation: R$ 375,000,000 * 0.20 = R$ 75,000,000
    • High End Calculation: R$ 750,000,000 * 0.40 = R$ 300,000,000
    • Potential Addressable Market (Annual Service Spend): R$ 0.075 billion to R$ 0.3 billion. (R$ 75 million to R$ 300 million). (This represents the estimated annual market size for shared infrastructure and cloud services for broadcaster modernization).

References

  • 7,7 milhões de acessos de TV por assinatura em Fev/25 – Teleco. https://www.teleco.com.br/assinantes_tv.asp
  • Investimento em publicidade digital no Brasil cresce 8 %, a R$ 37,9 bi em 2024 – Finsiders Brasil. https://www.finsiders.com.br/noticias/2025/05/07/investimento-em-publicidade-digital-no-brasil-cresce-8-a-r-379-bi-em-2024/
  • Recorde histórico! Mais de 4,15 milhões de pequenos negócios foram abertos em 2024 – ASN Sebrae. https://asn.sebrae.com.br/nacional/recorde-historico-mais-de-415-milhoes-de-pequenos-negocios-foram-abertos-em-2024/
  • ATSC 3.0 transmission technology recommended as final ingredient for Brazil's TV 3.0 project – ATSC.org. https://www.atsc.org/news/atsc-3-0-transmission-technology-unanimously-recommended-as-final-ingredient-for-brazils-tv-3-0-project/
  • Até dezembro de 2024, consumo de vídeo online representou 20,1 % da audiência de TV – Tela Viva. https://telaviva.com.br/11/03/2025/ate-dezembro-de-2024-consumo-de-video-online-representou-201-da-audiencia-de-tv/
  • (Implicitly from the provided text sections "Value Chain Analysis", "Current and Future Opportunities", "Ongoing Changes Signals", "Current Pains", "Consumption Trends" which cite multiple sources including ANATEL, ANCINE, Globo, Kantar Ibope, Meio & Mensagem, OECD, Poder360, TELA VIVA, TVTechnology, ATSC.org, Teleco, Finsiders Brasil, ASN Sebrae, Folha de S.Paulo)