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Broadcasting in Brazil Final Customers Identification

Customers Categorization

In the value chain analysis of the Brazilian broadcasting industry, the final customers can be categorized into two primary segments: Business-to-Consumer (B2C) and Business-to-Business (B2B).

The B2C segment comprises the individual viewers and listeners who consume broadcasting content across various platforms. These are the end-users who receive and engage with the television and radio programming, as well as digital streaming content. Their interaction with the value chain primarily occurs at the "Reception & Consumption" stage.

The B2B segment includes businesses that utilize broadcasting services for commercial purposes or are integral to the operational aspects of the broadcasting value chain but are not the final content consumers. This segment is primarily visible in the "Monetization" stage through advertising and in the commercial relationships between different industry players.

Detailed report on final customers categorized into B2B and B2C segments.

B2C Customers

The final B2C customers in the Brazilian broadcasting industry are the millions of individuals across the country who watch television, listen to radio, and consume video and audio content through streaming services. This vast audience represents the culmination of the content production, transmission, and distribution efforts within the value chain.

Characteristics and Demographics:

  • Audience Size and Reach: Brazil has a large population of approximately 210 million people, and television set penetration is high, exceeding 97% of households. [Text] Free-to-air television continues to have significant reach, commanding 71.1% of the total TV audience in the 15 main metropolitan regions in December 2024. [8] Online video consumption is also substantial and growing, representing 20.1% of the total TV audience in Brazil as of December 2024. [8] Kantar Ibope Media provides detailed audience measurement, with one audience point in the 15 Markets representing 692,281 individuals in 2025, and in Grande São Paulo, 199,313 individuals in 2025. [1]
  • Platform Preferences: While free-to-air TV remains dominant, there is a notable shift towards digital platforms and streaming services. [8] YouTube is a major player in online video, capturing a significant share of the audience. [8] Pay-TV, through satellite and cable, also constitutes a portion of the audience, although the number of pay-TV subscribers has seen a decline. [4, 23] Consumers engage with content through various devices, including traditional television sets, smart TVs, smartphones, and computers. [Text]
  • Demographics: While specific comprehensive demographic breakdowns of the entire broadcasting audience across all platforms in 2024-2025 are not extensively detailed in the provided text and search results, some insights can be gleaned. Social media user demographics in early 2025 indicate that 83.5% of the population aged 18 and above use social media, with a slight majority being female (55.8%). [17] This suggests a broad demographic engagement with online content. Younger consumers, particularly millennials and Generation Z, are significant drivers of digital consumption and social commerce. [16, 18, 25] These groups are tech-savvy and increasingly expect seamless digital experiences. [16] Older wealthy consumers in emerging markets like Brazil also show a willingness to spend more on entertainment. [18]
  • Consumer Behavior: Brazilian consumers are active online shoppers, with a significant percentage purchasing products or services online weekly. [11] They also spend a considerable amount of time online, including streaming TV and music. [11] Product reviews and social media influence their purchasing decisions. [11, 25] Consumers are increasingly favorable towards advertising on streaming platforms. [5] There is also a cultural affinity for sports, which translates into significant engagement with online sports betting. [21]

B2B Customers

B2B customers in the Brazilian broadcasting value chain include entities that purchase services or interact with broadcasters, platforms, and other industry players for business purposes. These are primarily advertisers, advertising agencies, content providers, and potentially other businesses that leverage broadcasting reach or infrastructure.

Characteristics:

  • Advertisers and Advertising Agencies: Businesses across various sectors are major B2B customers, investing in advertising space on television, radio, and digital platforms to reach consumers. In 2024, the total advertising investment in Brazil reached R$ 26.3 billion. [2, 6] Television (including open and pay TV) received a substantial portion of this investment, exceeding R$ 11 billion in 2024. [2, 6] The internet has also become a leading destination for advertising investment, in some periods surpassing open TV. [7] Over 100,000 advertisers invested in monitored media in 2024. [5] Key sectors for advertising investment include Commerce, Services, Finance, Pharmaceuticals, and Beauty, with significant growth seen in Finance and Services in 2024. [5] The Gaming and Betting sector also showed significant growth in advertising investment. [5] Advertising agencies act as intermediaries, managing advertising campaigns for their clients. [Text]
  • Content Providers and Distributors: While often considered part of the supply side, independent production companies and channel providers have B2B relationships with broadcasters, pay-TV operators, and streaming platforms, licensing content and providing production services. [Text]
  • Platform Operators (in relation to infrastructure and content): Pay-TV operators and streaming platforms have B2B relationships with infrastructure providers (like satellite operators and CDNs) and content providers. [Text] Telecommunications companies like Claro, Vivo, and Sky are major players in the pay-TV market, serving both B2C subscribers and engaging in B2B relationships for content carriage. [Text]
  • Digital B2B Market: The digital B2B market in Brazil is considerably larger than the B2C market. [11, 14] Brazilian companies are increasingly adopting digital interactions and self-service with suppliers. [14] The use of instant payment methods like Pix is also growing rapidly in B2B transactions. [24]

References:

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  • Investimento em publicidade no Brasil tem aumento de 12,17% em 2024; internet é o segundo meio mais procurado, faturando R$ 10,46 bilhões no ano - Conselho Digital. https://conselhodigital.com.br/2025/03/28/investimento-em-publicidade-no-brasil-tem-aumento-de-1217-em-2024-internet-e-o-segundo-meio-mais-procurado-faturando-r-1046-bilhoes-no-ano/
  • Publicidade brasileira deve crescer 5,2% em 2025, aponta Dentsu - Meio e Mensagem. https://meioemensagem.com.br/mercado/publicidade-brasileira-deve-crescer-52-em-2025-aponta-dentsu/
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  • Investimento publicitário cresce 10% em 2024 e volta a ter alta de dois dígitos após cinco anos, aponta Kantar Ibope Media | TELA VIVA News. https://telaviva.com.br/23/04/2025/investimento-publicitario-cresce-10-em-2024-e-volta-a-ter-alta-de-dois-digitos-apos-cinco-anos-aponta-kantar-ibope-media/
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