Broadcasting in Brazil Strategic Priorities and Investments Analysis¶

Strategic Priorities¶

The strategic priorities of major industry players in the Brazilian broadcasting value chain are largely shaped by the ongoing shift towards digital consumption, intense competition from global streaming services, and the need to adapt traditional business models.

Globo, Brazil's largest media conglomerate, prioritizes digital growth and the expansion of its streaming service, Globoplay. The company is also focused on diversifying its pay-TV offerings and leveraging its strong in-house production capabilities to export content internationally, remaining open to exploring new business models in the converging media landscape.

Claro (América Móvil), a leading telecommunications provider, aims to maintain its market leadership in pay-TV by enhancing its platform and pursuing strategic integrations, notably through its Claro TV+ service which aggregates linear channels and streaming services. [10, 29, Value Chain Analysis - Players Analysis]

Vivo (Telefônica Brasil) is pursuing a "beyond connectivity" strategy, focusing on expanding its digital services portfolio, including video offerings like Vivo Play, to complement its core telecommunications business. [Key Players Table, Value Chain Analysis - Players Analysis]

Global streaming giants like Netflix and Amazon Prime Video prioritize expanding their subscriber base and user engagement in the key Brazilian market by offering a wide variety of content, including significant investments in local originals. [Key Players Table, Value Chain Analysis - Players Analysis] Netflix is also exploring new monetization models such as ad-supported tiers globally, which could impact its strategy in Latin America. [Key Players Table] Amazon Prime Video leverages its broader e-commerce ecosystem and Prime membership bundling to attract and retain users. [Key Players Table, Value Chain Analysis - Players Analysis]

YouTube (Google) focuses on maintaining its dominant position in online video consumption by offering diverse content formats, including the growth of YouTube Shorts, and primarily relies on advertising for monetization. [Key Players Table]

Traditional free-to-air broadcasters Record TV and SBT are focused on maintaining their audience share and nationwide reach in a competitive environment. Record TV has diversified its presence with a pay-TV news channel (Record News) and a digital portal (R7). [Value Chain Analysis - Players Analysis] SBT is actively exploring digital avenues and spin-offs, including launching its own free streaming service (+SBT) and app, to adapt to changing viewing habits despite facing audience challenges in linear TV. [Key Players Table, Value Chain Analysis - Players Analysis]

Sky Brasil, a major satellite pay-TV operator, is focused on maintaining its presence in the declining pay-TV market, targeting specific customer segments like lower-income households with pre-paid offerings. [Value Chain Analysis - Players Analysis]

Band prioritizes maintaining its nationwide free-to-air reach and focusing on specific content niches, such as sports and news, to differentiate itself and attract audiences. [Value Chain Analysis - Players Analysis]

Recent and Planned Investments¶

Major players in the Brazilian broadcasting value chain have been directing investments towards digital transformation, content acquisition, and platform development to align with their strategic priorities and navigate the evolving market.

References¶

Claro TV+ reaches 1 million subscribers in Brazil in H1 - Telecompaper. https://www.telecompaper.com/news/claro-tv-reaches-1-million-subscribers-in-brazil-in-h1--1305236
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
Mercado Audiovisual Brasileiro — Agência Nacional do Cinema - ANCINE - GOV.BR. https://www.gov.br/ancine/pt-br/dados-e-indicadores/mercado-audiovisual-brasileiro
About us - Globo | Investor Relations. https://ri.globo.com/about-us
Ángela Colla, Globo: "We are open to new business models" - TodoTVNews. https://www.todotvnews.com/angela-colla-globo-we-are-open-to-new-business-models/
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
Our Business - Globo | Investor Relations. https://ri.globo.com/our-business
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/
ATSC 3.0 TRANSMISSION TECHNOLOGY UNANIMOUSLY 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/
Prazo para inscrição no edital da Seleção TV Brasil é prorrogado | Radioagência Nacional. https://radios.ebc.com.br/radioagencia-nacional/prazo-para-inscricao-no-edital-da-selecao-tv-brasil-e-prorrogado
Cenp-Meios: mercado inicia 2024 com crescimento de 23%. https://www.meioemensagem.com.br/mercado/cenp-meios-mercado-inicia-2024-com-crescimento-de-23
Television in Brazil - Wikipedia. https://en.wikipedia.org/wiki/Television_in_Brazil
Globo strikes deal with Brazilian soccer's Libra group for 2025-29 cycle - Sportcal. https://sportcal.com/news/globo-strikes-deal-with-brazilian-soccers-libra-group-for-2025-29-cycle/
SBT registra maior queda de audiência entre as TVs em 2024 - Canal do Vannucci. https://sumario.estadao.com.br/canal-do-vannucci/sbt-registra-maior-queda-de-audiencia-entre-as-tvs-em-2024/
Até dezembro de 2024, consumo de vídeo online representou 20,1% da audiência de TV | TELA VIVA News. https://telaviva.com.br/11/03/2025/ate-dezembro-de-2024-consumo-de-video-online-representou-201-da-audiencia-de-tv/
Kantar Ibope atualiza a medição de audiência para 2025 - Meio e Mensagem. https://www.meioemensagem.com.br/mercado/kantar-ibope-atualiza-a-medicao-de-audiencia-para-2025/
Brazil television and streaming market share analysis Q1 2024: Netflix, Max, Prime Video, Globoplay, Disney+, Paramount+, PlutoTV, AppleTV+ | Parrot Analytics. https://www.parrotanalytics.com/insights/brazil-television-streaming-market-share-analysis-q1-2024/
Netflix to lose SVOD revenues in Latin America - Digital TV Research. https://www.researchandmarkets.com/report/z2qits/2023-latin-america-ott-tv-and-video-forecasts
Brazil: FTA, pay-TV decline as streaming soars | Advanced Television. https://advanced-television.com/2024/08/19/brazil-fta-pay-tv-decline-as-streaming-soars/
Forecast: Brazil to take third place in FAST revenue - Advanced Television. https://advanced-television.com/2024/10/28/forecast-brazil-to-take-third-place-in-fast-revenue/
22 Amazon Prime Statistics 2025 (Number Of Users & Revenue) - GrowthDevil. https://growthdevil.com/amazon-prime-statistics/
How Does Amazon Prime Video Make Money - Business Model Explained - Muvi. https://www.muvi.com/blog/how-amazon-prime-video-makes-money/
Telecom leaders in Brazil in 2023 - teleco.com.br. https://www.teleco.com.br/lideres.asp
Netflix Users by Country 2025 - World Population Review. https://worldpopulationreview.com/country-rankings/netflix-users-by-country
Streaming makes Brazil world's 9th biggest market for music | Agência Brasil - EBC. https://agenciabrasil.ebc.com.br/en/cultura/noticia/2024-03/streaming-makes-brazil-worlds-9th-biggest-market-music
Netflix, Inc. https://ir.netflix.net/financials/quarterly-earnings/default.aspx
YouTube Shorts: Revenue & Growth Statistics (2025) - SendShort. https://sendshort.com/blog/youtube-shorts-statistics/
AMÉRICA MÓVIL Investor Day 2024 - AWS. https://investor-day-2024.s3.amazonaws.com/presentation/Brazil_Investor_Day_2024_FINAL.pdf
Telecoms, Media & Internet Laws and Regulations Report 2025 Brazil - ICLG.com. https://iclg.com/practice-areas/telecoms-media-and-internet-laws-and-regulations/brazil
Pay TV statistics in Brazil. - teleco.com.br. https://www.teleco.com.br/tv_pag_stats.asp
Market Share of the Pay TV Operators - teleco.com.br. https://www.teleco.com.br/tv_pag_share.asp
Brazil Video Streaming Market Size, Share and Report 2025-33 - IMARC Group. https://www.imarcgroup.com/brazil-video-streaming-market
YouTube NetWorth, Users & Valuation 2025 - Priori Data. https://prioridata.com/blog/youtube-statistics/
Amazon Prime Video Statistics And Facts (2025) - Electro IQ. https://electroiq.com/blog/amazon-prime-video-statistics/
Sterling Bancorp (SBT) - Revenue - Companies Market Cap. https://companiesmarketcap.com/sterling-bancorp/revenue/
Brazil Music Industry Update, April 2024 - Omdia. https://omdia.tech.informa.com/OM031566/Brazil-music-industry-update-April-2024
Vivo's profit reaches R$5 billion in 2023, an increase of 23.1% - BNamericas. https://www.bnamericas.com/en/news/vivos-profit-reaches-r5-billion-in-2023-an-increase-of-231
Vivo - teleco.com.br. https://www.teleco.com.br/telefonicabr.asp
January 21, 2025 Fellow shareholders, In 2024, we executed on our plan to reaccelerate growth. For the year, revenue gre - Poder360. https://www.poder360.com.br/wp-content/uploads/2025/01/Netflix-Shareholder-Letter-Q4-2024-Final.pdf
October 17, 2024 Fellow shareholders, In Q3, revenue grew 15% year over year and operating margin was 30% vs. 22% last year. https://s22.q4cdn.com/959853165/연구/1730/Netflix-Shareholder-Letter-Q3-2024-Final.pdf
YouTube Streaming Statistics By Revenue and Facts (2025) - Electro IQ. https://electroiq.com/blog/youtube-streaming-statistics/
Brazil finally sees pay-TV market growth in April - Telecompaper. https://www.telecompaper.com/news/brazil-finally-sees-pay-tv-market-growth-in-april--1301859
Brazil television and streaming market share analysis 2023: TV Globo, Netflix, HBO CBS and Record TV. https://www.parrotanalytics.com/insights/brazil-television-streaming-market-share-analysis-2023
Brazil iGaming Market Research Report | iGamingToday.com - News, insights and Slots review. https://igamingtoday.com/research/brazil-igaming-market-research-report/

Player Name	Type of Investment	Description and Details	Alignment with Strategic Priority
Globo	Digital Growth and Acquisitions	Significant investment in digital operations; strategic acquisitions contributing to profit increase in 2024. [14, Key Players Table]	Directly aligns with the strategic priority of digital expansion and growth of its online presence. [14, Key Players Table]
Globo	Content Rights Acquisition	Secured rights for Brasileirão Serie A football matches from 2025 to 2029.	Reinforces its position in live sports content, a key audience driver for both linear and digital platforms.
Claro (América Móvil)	Platform Development and Expansion	Launched the Claro TV+ App; reached 1 million subscribers for Claro TV+ in H1 2024. [1, Value Chain Analysis - Players Analysis]	Supports the strategy of platform enhancement, strategic integrations, and maintaining leadership in pay-TV and streaming aggregation. [1, Value Chain Analysis - Players Analysis]
Vivo (Telefônica Brasil)	Acquisitions and Service Integration	Acquired IPNet in 2024; Upselling Fibre-to-the-Home (FTTH) with Vivo Play. [Key Players Table, Value Chain Analysis - Players Analysis]	Aligns with the "beyond connectivity" strategy by expanding digital services and bundling video with broadband offerings. [Key Players Table, Value Chain Analysis - Players Analysis]
Netflix	Original Content Production	Invested over US$ 350 million in Brazilian original productions since 2016. [Value Chain Analysis - Players Analysis]	Directly supports the strategy of expanding the subscriber base and offering localized content in a key market. [Value Chain Analysis - Players Analysis]
Netflix	Monetization Model Exploration	Introduced ad-supported tiers in some regions (potential for Latin America). [Key Players Table]	Reflects the exploration of new business models to diversify revenue streams. [Key Players Table]
Amazon Prime Video	Market Expansion and Presence	Brazil identified as a key country for traffic and users, with ongoing expansion efforts. [Key Players Table]	Supports the strategy of expanding its presence and leveraging the Amazon ecosystem to grow its user base. [Key Players Table]
YouTube (Google)	Content Format Development	Focus on and growth of YouTube Shorts, with 97.4 million MAUs in Brazil in 2024. [Key Players Table]	Aligns with maintaining dominance in online video by adapting to new content consumption trends. [Key Players Table]
Record TV	Digital and Pay-TV Diversification	Diversified into the Record News pay-TV channel and the R7 digital portal. [Value Chain Analysis - Players Analysis]	Supports the strategy of expanding beyond core free-to-air broadcasting into digital and pay-TV platforms. [Value Chain Analysis - Players Analysis]
SBT	Digital Platform Launch	Launched the free streaming service +SBT and a new streaming app in 2024. [Key Players Table]	Directly aligns with the strategy of exploring digital spin-offs and reaching audiences on new platforms. [Key Players Table]
Sky Brasil	Targeted Service Offerings	Focus on the "Sky Pré Pago" pre-paid offering. [Value Chain Analysis - Players Analysis]	Supports the strategy of maintaining market presence by targeting specific customer segments in the pay-TV market. [Value Chain Analysis - Players Analysis]
Band	Content Rights Acquisition	Secured rights for Série B football. [Value Chain Analysis - Players Analysis]	Aligns with the strategy of focusing on specific content niches like sports to attract and retain audience. [Value Chain Analysis - Players Analysis]
Industry-Wide	Technology Upgrades (TV 3.0)	Estimated R$ 15-18 billion industry-wide CAPEX required for migration. [Value Chain Analysis - Bottlenecks and Challenges]	Essential for the future of broadcasting, enabling advanced features and potentially new monetization opportunities. [Value Chain Analysis - Bottlenecks and Challenges]
Streaming Platforms	Advertising Investment	Invested R$ 1.6 billion in TV spots in 2024 to acquire subscribers. [Value Chain Analysis - Monetization]	Demonstrates significant investment in marketing and subscriber acquisition, leveraging traditional media to promote digital services. [Value Chain Analysis - Monetization]
ANCINE and EBC	Public Funding for Content Production	Provide funding and open calls for independent Brazilian audiovisual productions. [1, 12, 22, Value Chain Analysis - Players Analysis, Value Chain Analysis - Monetization]	Supports the strategic priority of fostering national content production and ensuring diverse programming. [1, 12, 22, Value Chain Analysis - Players Analysis, Value Chain Analysis - Monetization]