Broadcasting in Brazil Mapped Whitespaces Report¶
Potential Whitespaces¶
| # | Whitespace Description | Market Signals Identified (Demand + Offer) | Potential Addressable Market (Annual Revenue/Value) |
|---|---|---|---|
| 1 | Affordable Unified Content Aggregators | Demand: High Pay-TV cost, content fragmentation, need for low-cost flexible bundles, subscription fatigue, AVOD openness. Offer: Telco-OTT bundles emerging, hybrid monetization models, potential for "Super-Apps"/enhanced HbbTV. (D1+O1+O5) |
R$ 6.7 billion to R$ 40.3 billion |
| 2 | AI-Powered Cross-Platform Content Discovery & Personalization | Demand: Difficulty in content discovery, need for personalized experience, information overload. Offer: Maturing AI/ML, platform investment in personalization, nascent metadata standardization efforts. (D1/D2+O4) |
R$ 0.25 billion to R$ 1.5 billion (Value Contribution/Uplift) |
| 3 | Hyper-Localized & Regionally Diverse Content Ecosystems | Demand: Underrepresentation of local cultures, appetite for local stories, community identity. Offer: Independent production sector, public funding/incentives, global streamer local investments, niche platform potential. (D3+O3) |
R$ 5.0 billion to R$ 7.6 billion (Potential Ad Revenue) |
| 4 | TV 3.0-Enabled Enhanced Viewing & Interactive Services | Demand: Desire for higher quality (4K HDR), interest in interactivity, need for modernized FTA. Offer: Industry commitment to TV 3.0, technological capabilities (4K, targeting, datacasting), global adoption trends. (D2+O2) |
R$ 2.5 billion to R$ 6.3 billion (Ad Uplift) |
| 5 | Privacy-Centric Targeted Advertising & Data Monetization | Demand (B2C): Growing privacy concerns, demand for data control. Demand (B2B): Need for effective targeting, interest in addressable TV. Offer: TV 3.0 addressable ads, PETs, CMPs, LGPD framework. (D5/D7+O2+O9) |
R$ 1.5 billion to R$ 5.3 billion (Value) |
| 6 | Accessible Self-Service Advertising Platforms for SMEs on Converged TV | Demand: Large untapped SME market, need for affordable localized ads, interest in TV's impact. Offer: Programmatic ad growth, TV 3.0 hyper-local targeting, emergence of self-service ad platforms in digital. (D7+O7) |
R$ 1.5 billion to R$ 30.0 billion (New Ad Revenue) |
| 7 | Next-Generation Unified Audience Measurement Solutions | Demand (B2B): ROI uncertainty, need for de-duplicated reach, demand for granular data. Offer: Advancements in data analytics/panel tech, JIC discussions, Kantar Ibope evolving methodology, TV 3.0 return path data. (D6+O6) |
R$ 0.6 billion to R$ 1.9 billion (Value Unlocked) |
| 8 | Collaborative Anti-Piracy Initiatives & Advanced IP Protection | Demand (B2B): Significant revenue loss from piracy, need for effective IP protection, investor hesitation. Offer: Advanced anti-piracy tech, industry coalitions, regulatory/legislative efforts. (D9+O8) |
R$ 0.7 billion to R$ 3.4 billion (Recovered Revenue) |
| 9 | Shared Infrastructure & Cloud Services for Broadcaster Modernization | Demand (B2B): Heavy CAPEX burden for TV 3.0, need for affordable migration paths, desire to remain competitive. Offer: Mature cloud tech, potential for collaborative models, specialized service providers. (D8+O10) |
R$ 0.075 billion to R$ 0.3 billion (Annual Service Spend) |
References¶
- Kantar Ibope atualiza a medição de audiência para 2025 – Meio e Mensagem. https://meioemensagem.com.br/mercado/kantar-ibope-atualiza-a-medicao-de-audiencia-para-2025/
- Com investimento de R$ 2 bi na TV aberta, streaming chega a 20 % da audiência no Brasil – Folha de S.Paulo. https://www1.folha.uol.com.br/ilustrada/2025/01/com-investimento-de-r-2-bi-na-tv-aberta-streaming-chega-a-20-da-audiencia-no-brasil.shtml
- 7,7 milhões de acessos de TV por assinatura em Fev/25 – Teleco. https://www.teleco.com.br/assinantes_tv.asp
- Avaliação da OCDE sobre Telecomunicações e Radiodifusão no Brasil 2020 – OECD. https://www.oecd.org/brazil/avaliacao-da-ocde-sobre-telecomunicacoes-e-radiodifusao-no-brasil-2020-b26b9525-pt.htm
- 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/
- 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/
- 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/
- Brazil Set to Redefine Broadcasting with TV 3.0 – TVTechnology. https://www.tvtechnology.com/news/brazil-set-to-redefine-broadcasting-with-tv-30
- EBC abre inscrições para produção de conteúdo na TV Brasil | Radioagência Nacional. https://radios.ebc.com.br/radioagencia-nacional/ebc-abre-inscricoes-para-producao-de-conteudo-na-tv-brasil
- Globo's Strategic Moves Cement Its Role as a Media Powerhouse – The Rio Times. https://www.riotimesonline.com/brazil-news/business/globos-strategic-moves-cement-its-role-as-a-media-powerhouse/
- 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/
- O poder do conteúdo local - Parrot Analytics. https://www.parrotanalytics.com/pt/insights/o-poder-do-conteudo-local
- (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)