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Broadcasting in Brazil Emerging Consumption Needs Analysis

Impact of Behavior Changes

The Brazilian broadcasting industry is experiencing profound shifts driven by evolving consumer and business behaviors, primarily the acceleration towards digital consumption and advertising. These changes significantly influence the broadcasting value chain, from how content is produced and distributed to how it is consumed and monetized.

Analysis of recent data from 2024 and early 2025 reveals a clear migration of B2C consumers from traditional Pay-TV towards streaming services and online video platforms. While free-to-air television remains dominant in terms of overall audience share in metropolitan areas (71.1% in Dec 2024), Pay-TV subscriptions have seen a notable decline, dropping from 10.07 million in February 2024 to 7.7 million in February 2025. This decline is mirrored by a surge in streaming and online video consumption, which accounted for 20.1% of the total TV audience by December 2024. Connected TV adoption is also high, reaching 64% of Brazil's digital population in December 2024. Within the online video space, platforms like YouTube (12.6% audience share), Netflix (4.6%), and Globoplay (1.1%) are prominent, indicating a strong preference for on-demand viewing and diverse content libraries accessible across multiple devices. This behavioral shift signals a move away from rigid linear programming schedules towards flexible, personalized viewing experiences.

Concurrently, B2B behavior, particularly in advertising, is adapting to reach these digitally-native audiences. The total advertising market in Brazil grew by 10% in 2024, reaching R$ 88 billion. A significant portion of this investment is flowing into digital channels, with digital advertising expenditure increasing by 8% to R$ 37.9 billion in 2024. Social media and search tools are key recipients of digital ad spend, reflecting where businesses perceive they can most effectively engage consumers. The growth in the number of new small businesses also suggests an expanding pool of potential advertisers, many likely seeking the targeted reach offered by digital platforms. Businesses are increasingly adopting digital interactions and self-service models in their B2B relationships, reflecting a broader digital transformation. Consumer favorability towards advertising on streaming platforms further reinforces the attractiveness of digital advertising for businesses. Key sectors like Commerce, Services, Finance, Pharmaceuticals, Beauty, and Gaming/Betting are leading this digital advertising growth.

These intertwined behavioral changes directly impact the broadcasting value chain:

  • Content Production: The shift to streaming increases the demand for original, high-quality content suitable for diverse platforms and on-demand consumption. This includes variations in content length and format to cater to different viewing habits (e.g., binge-watching series vs. short-form digital content). It also creates new B2B opportunities for independent producers to supply global and local streaming platforms. [Current Behavior Changes Analysis]
  • Transmission & Distribution: The decline in Pay-TV subscribers reduces the demand for traditional satellite and cable infrastructure. Conversely, the rise of streaming necessitates increased demand for robust internet connectivity and efficient Content Delivery Networks (CDNs) to ensure seamless user experience. Telecom operators are responding by bundling OTT services with their internet offerings. [Current Behavior Changes Analysis]
  • Reception & Consumption: The core impact is the consumer transition from fixed-schedule, single-device linear viewing to flexible, multi-device, on-demand consumption. User experience, intuitive content discovery features on platforms, and seamless transitions between devices are becoming critical factors in attracting and retaining audiences. [Current Behavior Changes Analysis]
  • Regulation: The convergence of traditional broadcasting and digital platforms highlights the need for updated regulatory frameworks. Applying existing regulations, such as content quotas designed for linear TV, to dynamic streaming catalogs presents challenges. There is also increased regulatory focus on online advertising and data privacy. [Current Behavior Changes Analysis]
  • Monetization: A significant flow of advertising revenue is shifting from traditional TV to digital platforms, particularly streaming services and social media. This is compounded by declining subscription revenues for traditional Pay-TV. New business models like Advertising-Supported Video on Demand (AVOD) and hybrid SVOD/AVOD models are gaining prominence. Data-driven targeted advertising is becoming increasingly important for maximizing return on investment. [Current Behavior Changes Analysis]

Detailed Report on Emerging Consumption Needs

Based on the observed behavior changes, several key consumption needs are emerging in the Brazilian broadcasting landscape:

  1. On-Demand Access and Flexibility: Consumers increasingly expect to watch content when and where they want, on any device. The rigid scheduling of linear TV is less appealing to a growing segment of the audience. This drives the need for extensive content libraries available instantly on streaming platforms.
  2. Diverse and Personalized Content: The vast libraries of streaming services foster a need for diverse content options across genres and formats, catering to niche interests alongside mass-appeal programming. Personalization features, recommendations, and curated content are essential to help users navigate large catalogs and discover relevant shows and movies.
  3. Seamless Multi-Device Experience: With high Connected TV penetration and widespread smartphone and tablet use, consumers need the ability to start watching on one device and seamlessly continue on another. Platforms must offer consistent user interfaces and functionalities across different screens.
  4. High-Quality Streaming and Reliability: As online video consumption grows, the expectation for high-resolution video (including 4K and HDR), clear audio, and minimal buffering or interruptions increases. This highlights the need for robust internet infrastructure and efficient content delivery technologies.
  5. Value for Money and Flexible Monetization: While SVOD has been popular, the proliferation of services and rising subscription costs are leading to subscription fatigue. Consumers are seeking value for their money and are increasingly open to alternative or hybrid monetization models, such as AVOD or bundled services, which offer access to content at a lower cost or for free in exchange for watching ads.
  6. Engaging User Experience: Beyond content, the platform interface, ease of navigation, search functionality, and overall user experience are critical for retaining subscribers and attracting new users. Features like user profiles, watchlists, and interactive elements enhance engagement.
  7. Local and Relevant Content: While global content is popular, there remains a strong demand for Brazilian productions, including telenovelas, local news, reality shows, and regional programming. Platforms that invest in and promote local content are better positioned to connect with the Brazilian audience.
  8. Efficient Content Discovery: With an overwhelming amount of content available, the ability to easily find something to watch is a key need. Effective search, personalized recommendations, curated lists, and social features that allow users to see what friends are watching contribute to meeting this need.

Table of Potential Impact of Emerging Needs

The emerging consumption needs have a direct impact on the strategies and operations across the broadcasting value chain:

Value Chain Stage Potential Impact of Emerging Consumption Needs
Content Production Increased investment in diverse, original content suitable for digital platforms. Development of varied content formats (short-form, long-form, interactive). Greater emphasis on data-driven content strategy based on consumption patterns. Increased demand for independent producers specializing in digital-first content.
Transmission & Distribution Accelerated shift from legacy broadcast infrastructure (satellite, cable) towards IP-based delivery. Increased need for investment in high-speed internet infrastructure (fibre) and advanced CDN technologies. Telcos prioritizing bundled packages with streaming services.
Reception & Consumption Device manufacturers focusing on smart TVs and devices optimized for streaming. Audience measurement evolving to track cross-platform and on-demand consumption accurately. Platforms competing heavily on user interface, features, and content discovery tools.
Regulation Pressure to update regulations to encompass digital platforms, including content quotas and advertising rules. Increased focus on data privacy and consumer protection in the digital environment. Potential for new licensing models for converged services.
Monetization Growth in AVOD and hybrid subscription models. Increased reliance on data analytics for targeted advertising and yield optimization. Pressure on traditional Pay-TV operators to innovate pricing and packaging or pivot to streaming. New revenue streams from data monetization and interactive advertising.

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