Broadcasting in Brazil Current Behavior Changes Analysis¶
Ongoing Behavior Changes¶
The Brazilian broadcasting industry is undergoing significant transformations driven by evolving consumer habits and technological advancements, particularly the rise of digital platforms. Analysis of recent data from 2024 and early 2025 highlights several key ongoing behavior changes impacting the value chain, affecting both B2C consumers and B2B relationships.
A major shift is the substantial move of B2C consumers away from traditional Pay-TV towards streaming services and online video consumption. While free-to-air TV still maintains a dominant audience share (71.1% in Dec 2024 in the 15 main metropolitan regions), Pay-TV is experiencing a significant decline in subscribers, falling to 7.7 million in February 2025 from 10.07 million in February 2024 and 8.11 million in December 2024. Conversely, streaming and online video consumption are growing rapidly, reaching 20.1% of the total TV audience in Brazil by December 2024. Connected TV (CTV) usage is also expanding, reaching 64% of the digital population (131 million unique visitors) in Brazil in December 2024. Within the online video segment, YouTube holds the largest audience share (12.6%), followed by major players like Netflix (4.6%) and Globoplay (1.1%). This indicates a clear consumer preference for on-demand access, diverse content libraries, and multi-device viewing experiences offered by streaming platforms.
Accompanying this B2C shift is a parallel change in B2B behavior, particularly in advertising investment. The total advertising market in Brazil saw significant growth, reaching R$ 88 billion in 2024, a 10% increase from 2023. However, a notable portion of this growth is directed towards digital platforms. Digital advertising investments reached R$ 37.9 billion in 2024, an 8% increase from the previous year. Social media leads digital advertising channels (53%), followed by search tools (28%), indicating where businesses are increasingly allocating their marketing budgets to reach consumers online. The rise of new small businesses (over 4.15 million opened in 2024) also suggests a potentially expanding base of B2B customers looking for effective advertising channels, with digital options likely being attractive due to their targeting capabilities. Furthermore, Brazilian companies are generally increasing their adoption of digital interactions and self-service in their B2B relationships.
Consumers are increasingly active online, influenced by digital content and reviews, and are showing growing favorability towards advertising on streaming platforms. This reinforces the attractiveness of digital channels for advertisers. Key sectors like Commerce, Services, Finance, Pharmaceuticals, Beauty, and Gaming/Betting are showing significant growth in digital advertising investment, reflecting industry adaptation to changing consumer behavior.
These intertwined changes in consumer and business behavior are reshaping relationships and demand across the broadcasting value chain.
| Value Chain Stage | Impact of Behavior Changes |
|---|---|
| Content Production | Increased demand for original and diverse content suitable for streaming platforms and multi-device consumption. Shifts in content formats and lengths. New B2B opportunities for independent producers to work with global streamers. [Text] |
| Transmission & Distribution | Decreased demand for traditional satellite and cable infrastructure. Increased demand for robust internet connectivity and Content Delivery Networks (CDNs) to support streaming. Telcos are bundling services to include OTT. [Text] |
| Reception & Consumption | Consumers are shifting from linear broadcast schedules to on-demand viewing across various devices. Increased importance of user experience, content discovery features on platforms, and seamless multi-device access. [Text] |
| Regulation | Growing need for regulatory frameworks to adapt to the convergence of traditional broadcasting and digital platforms. Challenges in applying existing regulations (e.g., content quotas) to streaming services. Increased focus on regulating online advertising. [Text] |
| Monetization | Significant shift in advertising revenue from traditional TV to digital platforms, especially streaming and social media. Decline in subscription revenue for traditional Pay-TV operators. Emergence of new business models like AVOD and hybrid models. Increased focus on data-driven targeted advertising. [Text] |
References¶
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