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Broadcasting in Brazil Customer Challenges and Pains Analysis

Challenges and Pains faced by Customers

The Brazilian broadcasting industry serves both Business-to-Consumer (B2C) and Business-to-Business (B2B) customers, each facing distinct challenges and pains within the value chain. Analysis of the provided reports highlights several key areas of difficulty for these customer segments in 2024 and 2025.

For B2C customers, primarily individual viewers and listeners, a significant pain point is the shrinking traditional Pay-TV offerings and their associated high costs. Consumers are increasingly "cutting the cord" due to the expense of cable TV subscriptions and the availability of more affordable alternatives such as streaming services and free-to-air channels. This is evidenced by the significant decline in pay-TV subscribers. Navigating the fragmented content landscape is another major challenge, as the proliferation of streaming services alongside traditional television requires consumers to search for desired content across multiple platforms with varying interfaces. Consumers also face challenges related to maintaining access to content on various devices, expecting seamless playback and availability on a wide range of smartphones, smart TVs, tablets, and computers, including older models. Reliable internet access and quality of service for streaming remain a pain point, particularly in rural and remote areas of Brazil with limited infrastructure, making a consistent streaming experience difficult to guarantee. The influx of digital content also brings concerns regarding exposure to manipulative and inappropriate content and the potential for digital addiction and social isolation due to the design of some platforms. Furthermore, information overload and difficulty in discerning credible information are emerging challenges in the digital age. Finally, as digital interactions increase, privacy and data protection concerns for consumers become more prominent.

B2B customers, including advertisers, advertising agencies, and content providers, face challenges related to the evolving media landscape and market dynamics. A primary challenge is measuring and monetizing audiences across fragmented platforms. Advertisers and broadcasters struggle to accurately measure reach and engagement across traditional and digital channels, and effectively monetizing digital audiences without negatively impacting traditional TV advertising revenue remains an unresolved issue. Navigating a complex and evolving regulatory framework is a significant burden for businesses, with challenges related to compliance with licensing, frequency management, and content quotas that may not keep pace with technological advancements. For content providers, ensuring effective content showcase and sales to a global market of broadcasters and platforms requires user-friendly and potentially multilingual B2B portals. The high costs associated with technology upgrades, such as the transition to TV 3.0, represent a substantial capital investment challenge for broadcasters. Combating content piracy continues to erode revenue streams across the value chain. The historical issue of media ownership concentration can limit market entry and diversity for smaller B2B players. Building long-term relationships in a transactional B2C market is a valuable approach from a B2B perspective that may not be fully utilized in direct consumer interactions within broadcasting. Finally, keeping pace with rapid technological development creates uncertainty for businesses in planning and investment strategies.

Prioritized table of challenges and pains

Priority Category Challenges and Pains Primary Customer Segment Impact
1 Shifting Consumption & Competition Shrinking Traditional Pay-TV & High Costs B2C Increased costs for desired content; motivation for "cord-cutting"; decreased value perception of traditional bundles.
2 Technology & Infrastructure Reliable Internet Access/Quality for Streaming (especially in underserved areas) B2C Limited access to digital content; poor viewing experience (buffering, low quality).
3 Business & Monetization Measuring and Monetizing Audiences Across Fragmented Platforms B2B Difficulty in demonstrating ROI for advertisers; challenges in generating sustainable revenue from digital audiences.
4 Shifting Consumption & Competition Difficulty Navigating Fragmented Content Landscape B2C Frustration in finding content; increased time spent searching; potential for missing out on desired programs.
5 Regulatory & Market Structure Navigating Complex/Evolving Regulation B2B Increased compliance costs and administrative burden; uncertainty in market operations and future planning.
6 Technology & Infrastructure High Costs Associated with Technology Upgrades (e.g., TV 3.0) B2B Significant capital expenditure; potential for delayed adoption or limited implementation for smaller players.
7 Content & Trust Exposure to Manipulative/Inappropriate Content & Information Overload B2C Negative psychological and social impacts; difficulty in trusting information sources; potential for misinformation.
8 Technology & Infrastructure Maintaining Access to Content on Various Devices B2C Inconsistent viewing experience across different screens; need for multiple apps and interfaces.
9 Content & Trust Combating Content Piracy B2B Loss of revenue for content producers, broadcasters, and platforms; reduced incentive for investment in new content.
10 Regulatory & Market Structure Addressing Media Ownership Concentration B2B Limited market entry opportunities for new players; potential reduction in content diversity and innovation.
11 Content & Trust Potential for Digital Addiction/Social Isolation B2C Negative impacts on well-being and social interaction; displacement of traditional communal activities.
12 Data & Privacy Privacy and Data Protection Concerns B2C Risk of personal data breaches and misuse; erosion of consumer trust in platforms.
13 Regulatory & Market Structure Ensuring Effective Content Showcase and Sales (for Content Providers) B2B Difficulty in reaching potential buyers globally; challenges in effectively presenting diverse content catalogs.
14 Technology & Infrastructure Keeping Pace with Rapid Technological Development B2B Risk of technological obsolescence; need for continuous investment in R&D and infrastructure; uncertainty in long-term strategies.
15 Business & Monetization Building Long-Term Relationships in a Transactional B2C Market B2B Missed opportunities for customer loyalty and recurring revenue; focus solely on transactional sales rather than customer lifetime value.

Correlation with Value Chain

The identified challenges and pains are deeply embedded within and across the various stages of the Brazilian broadcasting value chain:

  • Content Production: While content creation is a core activity, the B2B pain of effectively showcasing and selling this content (especially for independent producers) impacts its reach and monetization in subsequent stages. B2C demands for diverse and engaging content, driven by competition from global streamers, also influence production decisions. The pain of combating piracy directly undermines the value generated at this stage.
  • Transmission & Distribution: This stage is directly correlated with B2C pains related to reliable internet access, quality of streaming, and accessing content on various devices. The infrastructure limitations in certain regions directly impact the reach and quality of service for digital distribution. The high cost of technological upgrades for transmission is a major B2B challenge here, affecting the ability to deliver advanced broadcasting experiences.
  • Reception & Consumption: This is the stage where most of the B2C pains are experienced firsthand. The difficulty navigating fragmented content, the cost of traditional pay-TV, and issues with device compatibility all occur at the point of consumption. The negative impacts of exposure to inappropriate content, digital addiction, and information overload are also directly related to the consumption experience.
  • Regulation: Regulation is an overarching factor that influences all stages. The complexity of the regulatory framework poses significant B2B challenges across the value chain, affecting licensing for broadcasters and platforms, content requirements for producers, and market entry for new players.
  • Monetization: Challenges in measuring and monetizing audiences across fragmented platforms are central to this stage, impacting the revenue streams for broadcasters and platforms. The decline in traditional pay-TV subscriptions directly affects the subscription-based monetization model. The B2B pain of building long-term B2C relationships is relevant as it impacts customer retention and lifetime value, crucial for sustainable monetization.

The interconnected nature of the value chain means that a challenge in one area can exacerbate pains in others. For instance, limited infrastructure in Transmission & Distribution directly leads to poor streaming experiences and limited access for B2C customers in Reception & Consumption. Similarly, the B2B challenge of effectively monetizing digital audiences impacts the financial health of broadcasters, which in turn can influence investment in Content Production and technological upgrades in Transmission & Distribution. The regulatory environment can either alleviate or intensify these challenges depending on its adaptability and effectiveness in addressing the evolving landscape.

References

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