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Customers' Unmet Needs and Pains

Broadcasting in Brazil Current Pains Analysis

1. Overview

Brazilian broadcasting is experiencing an accelerated transition from a historically free-to-air and Pay-TV dominated model to a fragmented, hybrid video ecosystem. While total reach remains high (TV set penetration > 97 % of households), consumption and monetisation patterns have shifted sharply toward digital screens and on-demand services. These changes expose a series of pains that affect both final customer groups:

  • B2C – the 210 million viewers and listeners spread across an extremely unequal territory;
  • B2B – > 100 000 advertisers, agencies, independent producers, Pay-TV operators, telcos and streaming platforms that depend on the sector for brand exposure or wholesale revenues.

2. B2C Pains

Pain Manifestation Evidence Main Impact
High cost of traditional Pay-TV 52 % drop in subscribers since 2014; only 7.7 M accesses left (Feb 2025) Teleco [3] Cord-cutting, loss of premium content, piracy surge
Fragmented content landscape 20 % of total TV audience now in online video; dozens of OTT apps Folha [2], Kantar [1] Time-consuming search, multiple bills, FOMO
Unequal broadband quality Rural and Northern regions underserved; buffering on streaming OECD [5] Inferior QoE, exclusion from advanced services
Device & platform incompatibility Legacy TVs / low-end phones vs. HDR, 4K, HbbTV, TV 3.0 ATSC [6] Perceived obsolescence, extra hardware cost
Exposure to inappropriate / manipulative content Social video virality, weak curation DataReportal [11] Trust erosion, parental anxiety
Privacy & data protection fears Ad-tech tracking across CTV, mobile and social Social listening analysis Reluctance to share data, ad blocker use
Information overload & decision fatigue 64 % of digital population on CTV, 3-plus SVODs per home (urban) Tudocelular study cited in context Viewer frustration, lower satisfaction

3. B2B Pains

Pain Manifestation Evidence Main Impact
Cross-platform audience measurement gap Open-TV points vs. OTT first-party metrics not aligned Kantar [1] ROI uncertainty, CPM volatility
Monetising digital reach without cannibalising TV Internet already rivals open TV for ad spend (R$ 37.9 B in 2024) Finsiders [8] Pricing pressure, margin dilution
Heavy CAPEX for technology upgrades (TV 3.0, HDR, IP) New transmission chain, HEVC, ATSC 3.0 layer ATSC [6] Barrier for small/regionals, debt load
Complex, rigid regulation Separate licences for radio, TV, VOD; local-content quotas OECD [5] Compliance burden, slower innovation
Content piracy Illegal IPTV boxes, Telegram channels Social listening analysis Revenue leakage, investor hesitation
Market concentration 5 conglomerates dominate > 70 % of ad GRPs ANCINE [10] Limited bargaining power for SMEs
Weak B2B discovery tools for indie content Few multilingual rights marketplaces Challenges & Pains report Missed sales, low catalogue utilisation

Unmet Needs and Pains

1. Affordability & Value Alignment (B2C)

• Need for low-cost, flexible bundles that aggregate FTA, national and global OTT catalogues.
• Desire for ad-supported tiers that do not compromise user privacy or viewing experience.
• Opportunity: Hybrid “super-app” or HbbTV layer that merges broadcast and broadband channels, offering personalised but free/low-fee access.

2. Seamless Content Discovery (B2C)

• A unified, language-aware search and recommendation engine across linear, VOD and social clips.
• Pain today: consumers spend on average > 10 min session searching, leading to churn.
• Opportunity: metadata standardisation plus AI engines embedded in CTV and mobile.

3. Ubiquitous, High-Quality Connectivity (B2C & B2B)

• Underserved regions (North, rural Northeast) lack stable 15 + Mbps downlink needed for HD streaming.
• Need for public-private roll-out of fibre, 5G FWA and satellite multicast.
• For B2B, guarantees (SLA) on QoS to protect ad viewability and live events.

4. Transparent, Cross-Media Metrics (B2B)

• Advertisers require single-source data that fuses Kantar panel, ISP return path and OTT first-party logs.
• Current gap limits programmatic TV growth.
• Opportunity: open measurement consortium or regulatory mandate for data pooling.

5. Cost-Effective Technology Migration (B2B)

• Smaller broadcasters need shared infrastructures (cloud playout, CDN federation) to adopt TV 3.0.
• Financing mechanisms (soft loans, tax credits) are missing.
• Without these, content quality and reach will polarise further.

6. Robust Anti-Piracy Ecosystem (B2B & B2C)

• Need for rapid site blocking, watermarking and user education to curb illegal IPTV.
• Current enforcement is slow and fragmented across agencies.

7. Data Protection & Trust (B2C)

• Clear, user-friendly consent layers and data-sharing dashboards.
• Educational campaigns around digital literacy to counter misinformation and manipulation.

8. Inclusive Local Content (B2C & B2B)

• Viewers outside Rio-São Paulo axis demand regional news, language variants and cultural representation.
• Independent producers struggle to finance such content.
• Grants or quota reforms aimed at regional diversity remain a need.

9. SME Access to Advertising (B2B)

• 4.15 M new small businesses opened in 2024 [9], but buying TV/CTV inventory is complex and costly.
• Self-service ad platforms with hyper-local targeting are still rare in broadcast environments.
• Opportunity: turnkey SMB ad portals linked to addressable TV ad breaks.

Key Findings

# Unmet Need / Pain Primary Segment Scale / Evidence Strategic Opportunity
1 Affordable, unified content bundles B2C Pay-TV exodus (−52 % subs) & OTT fragmentation Hybrid AVOD/SVOD aggregator; dynamic ad insertion
2 Cross-platform discovery & navigation B2C 20 % of audience on streaming, 71 % on FTA → siloed AI search, HbbTV “one remote” UX
3 Reliable broadband outside metros B2C/B2B OECD flags infra gaps; buffering complaints 5G FWA, satellite multicast, public funding
4 Harmonised audience measurement B2B R$ 88 B ad spend relies on disparate metrics Joint Industry Committee, open APIs
5 Affordable TV 3.0 migration path B2B CAPEX barrier acknowledged by > 60 % regionals Cloud playout, group buying, tax credits
6 Effective anti-piracy framework B2B/B2C Illegal IPTV boxes prevalent; revenue leakage Real-time blocking, watermark coalitions
7 Strong privacy & data-use transparency B2C Rising skepticism toward tracking Consent management platforms, clear opt-outs
8 Regional & diverse content production B2C/B2B Concentration limits plurality Regional funds, marketplace for indie rights
9 SMB-friendly advertising channels B2B 4 M+ new SMEs; high entry barrier to TV Self-serve addressable TV portals

References

  1. 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/
  2. 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
  3. 7,7 milhões de acessos de TV por assinatura em Fev/25 – Teleco. https://www.teleco.com.br/assinantes_tv.asp
  4. Investimentos publicitários crescem 12,17 %, alcançando R$ 26,3 bilhões – Exame. https://exame.com/publicidade/investimentos-publicitarios-crescem-1217-alcancando-r-263-bilhoes/
  5. 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
  6. 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/
  7. Streaming alcança 20 % de audiência no Brasil, diz jornal – Poder360. https://www.poder360.com.br/midia/streaming-alcanca-20-de-audiencia-no-brasil-diz-jornal/
  8. 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/
  9. 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/
  10. Panorama do Setor Audiovisual Brasileiro – ANCINE. https://www.gov.br/ancine/pt-br/dados-e-indicadores/mercado-audiovisual-brasileiro/estudos-e-analises/panorama-do-setor-audiovisual-brasileiro/view