Broadcasting in Brazil Current Demand Behavior Analysis¶
Demand Behavior¶
The broadcasting industry in Brazil serves two primary customer segments: Business-to-Consumer (B2C) and Business-to-Business (B2B). The B2C segment consists of individual viewers and listeners, while the B2B segment primarily comprises advertisers and businesses utilizing broadcasting platforms for various purposes.
Detailed report on the number of individual and business consumers.
The B2C customer base for broadcasting in Brazil is extensive, encompassing the vast majority of the country's population of approximately 210 million people. Television set penetration is notably high, exceeding 97% of households. [Text] The consumption of broadcasting content is distributed across different platforms:
- Free-to-air (FTA) TV: Remains a dominant force in terms of reach, capturing 71.1% of the total TV audience in the 15 main metropolitan regions as of December 2024.
- Streaming (Online Video): Has seen significant growth and accounted for 20.1% of the total TV audience in Brazil in December 2024. Within the online video segment, YouTube holds the largest audience share at 12.6%, followed by Netflix (4.6%) and Globoplay (1.1%). Connected TV (CTV) reached 64% of the digital population in Brazil in December 2024, representing 131 million unique visitors.
- Pay-TV (Satellite and Cable): While still a part of the market, the number of subscribers has been declining. In February 2025, there were 7.7 million pay-TV accesses in Brazil. This is a significant decrease from 10.07 million in February 2024 and 8.11 million in December 2024. In 2024, the number of pay-TV subscribers fell to 9.3 million by the end of the year, a 52.7% reduction compared to the peak in 2014.
The B2B customer base primarily revolves around advertising and content-related businesses. The advertising market in Brazil saw significant investment in 2024, reaching R$ 26.3 billion, a 12.17% increase compared to the previous year. Another report indicates total media investment reached R$ 88 billion in 2024, a 10% increase from 2023. Over 100,000 advertisers invested in monitored media in 2024. Key sectors contributing to advertising investment include Commerce, Services, Finance, Pharmaceuticals, and Beauty. Digital advertising investments reached R$ 37.9 billion in 2024, an 8% increase from the previous year. Social media leads digital advertising channels with 53% of the total investment, followed by search tools (28%) and portals and content verticals (19%). Businesses are increasingly focusing on digital marketing, with 74% of marketing budgets expected to be directed towards this segment in 2025.
Table showing the growth/decline in the number of customers.
| Customer Segment (B2C) | Metric | Volume (Approximate) | Growth/Decline (Recent Trends 2024-2025) | Source |
|---|---|---|---|---|
| Individual Consumers | Total Population | ~210 million | Growing (aligned with national growth) | [Text] |
| Individual Consumers | Free-to-air TV Audience Share | 71.1% (Dec 2024) | Stable/Slight Decline (amidst streaming growth) | |
| Individual Consumers | Streaming Audience Share | 20.1% (Dec 2024) | Growing | |
| Individual Consumers | Pay-TV Subscribers | 7.7 million (Feb 2025) | Declining significantly | |
| Individual Consumers | Connected TV Users (Dec 2024) | 131 million | Growing |
| Customer Segment (B2B) | Metric | Volume (Approximate) | Growth/Decline (Recent Trends 2024-2025) | Source |
|---|---|---|---|---|
| Businesses | Total Advertising Investment | R$ 88 billion (2024) | Growing (10% in 2024) | |
| Businesses | Digital Advertising Investment | R$ 37.9 billion (2024) | Growing (8% in 2024) | |
| Businesses | Number of Advertisers | >100,000 (2024) | Growing (implied by investment growth) | |
| Businesses | New Small Business Openings | >4.15 million (2024) | Growing (10% increase in 2024) |
Overall, the B2C landscape shows a clear shift in consumption patterns, with a decline in traditional pay-TV subscriptions being offset by significant growth in streaming and online video consumption. Free-to-air TV maintains a strong, albeit potentially slightly eroding, base. The total number of individual consumers of broadcasting content remains high due to the widespread access to free-to-air TV and increasing internet penetration.
The B2B segment, particularly represented by advertisers, demonstrates a healthy growth in investment in the broadcasting and media sector. This growth is significantly driven by increased spending on digital advertising platforms. The overall increase in the number of small businesses being opened in Brazil in 2024 also suggests a potentially expanding base of smaller B2B customers for advertising and promotional services, although their specific investment in broadcasting requires further detailed analysis.
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/
- Investimento publicitário cresce dois dígitos no Brasil pela primeira vez em três anos - Kantar IBOPE Media. https://www.kantaribopemedia.com/investimento-publicitario-cresce-dois-digitos-no-brasil-pela-primeira-vez-em-tres-anos/
- TV paga perde mais da metade dos assinantes no Brasil - Pipoca Moderna. https://pipocamoderna.com.br/2025/03/tv-paga-perde-mais-da-metade-dos-assinantes-no-brasil/
- 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/
- Investimentos publicitários crescem 12,17%, alcançando R$ 26,3 bilhões | Exame. https://exame.com/publicidade/investimentos-publicitarios-crescem-1217-alcancando-r-263-bilhoes/
- 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/
- 7,7 milhões de acessos de TV por assinatura em Fev/25 - Teleco. https://www.teleco.com.br/assinantes_tv.asp
- Com investimento de R$ 2 bi na TV aberta, streaming chega a 20% da audiência no Brasil. 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
- TV conectada atinge 64% da população digital no Brasil, segundo estudo - Tudocelular.com. https://www.tudocelular.com/mercado/noticias/N237048/tv-conectada-64-populacao-digital-brasil.html
- Recorde histórico! Mais de 4,15 milhões de pequenos negócios foram abertos em 2024 | ASN Nacional - Agência Sebrae de Notícias. https://asn.sebrae.com.br/nacional/recorde-historico-mais-de-415-milhoes-de-pequenos-negocios-foram-abertos-em-2024/
- Empresas miram o marketing digital para 2025 - Propmark. https://www.propmark.com.br/mercado/empresas-miram-o-marketing-digital-para-2025/