Broadcasting in Brazil Consumption Trends Analysis¶
Behavior Change Signals¶
1. Overview¶
Brazilian audiences and advertisers are rapidly re-allocating their attention and budgets from legacy Pay-TV toward digital, on-demand environments. The following sub-sections distil the main behaviour change signals detected in 2024-25 and map their repercussions across the five broadcasting value-chain stages defined in the accompanying Value Chain Analysis (Content Production; Transmission & Distribution; Reception & Consumption; Regulation; Monetisation).
2. Key B2C Behaviour Change Signals¶
| # | Signal | Evidence & Magnitude | Primary Consumer Need Emerging | Principal Value-Chain Impact |
|---|---|---|---|---|
| 2.1 | Migration from Pay-TV to streaming | Pay-TV subs fell from 10.07 m (Feb 2024) to 7.7 m (Feb 2025) [Teleco]; online video reached 20.1 % of TV audience (Dec 2024) [Tela Viva] | On-demand access, flexible pricing | • Transmission shifts from satellite/cable to IP • Monetisation pressure on subscription ARPU |
| 2.2 | Connected-TV (CTV) mass adoption | CTV penetration hit 64 % of digital population (131 m people) in Dec 2024 [Tudocelular] | Seamless multi-screen experience | • Reception hardware pivot toward smart-TVs • Measurement must incorporate CTV panels |
| 2.3 | Preference for diverse, personalised catalogues | YouTube 12.6 % audience share; Netflix 4.6 %; Globoplay 1.1 % [Tela Viva] | Content variety & relevant recommendations | • Content Production diversifies formats (short-form, bingeable series) • Algorithmic discovery becomes core competence |
| 2.4 | Rising openness to ad-supported or hybrid offers | Subscription fatigue + favourability towards ads on streaming (multiple industry surveys) | Value-for-money | • Monetisation models tilt to AVOD/freemium • Advertiser demand for premium CTV inventory grows |
| 2.5 | Continued appetite for local stories | Free-to-air still 71.1 % share; telenovelas dominate top-10 programmes [Kantar] | Cultural proximity & language | • Domestic producers gain leverage with global streamers • Regulation (quotas) finds popular support |
3. Key B2B Behaviour Change Signals¶
| # | Signal | Evidence & Magnitude | Business Need Emerging | Principal Value-Chain Impact |
|---|---|---|---|---|
| 3.1 | Re-allocation of ad spend to digital | Digital ad investment +8 % to R$ 37.9 bn in 2024; social 53 % share, search 28 % [Finsiders, Conselho Digital] | Efficient audience targeting & ROI | • Monetisation migrates to programmatic CTV & social • Broadcasters build data-sales capabilities |
| 3.2 | Streaming platforms advertising on legacy TV | Streamers spent ≈ R$ 2 bn on broadcast ads in 2024 [Folha de S.Paulo] | Mass-reach still valuable for awareness | • Cross-media packages emerge • Blurs competitive lines between linear & OTT |
| 3.3 | Surge of SME advertisers | 4.15 m new small businesses opened in 2024 [Sebrae] | Self-service, low-ticket ad tools | • Platforms develop automated ad dashboards • Potential long-tail revenue compensates loss of large-brand TV budgets |
| 3.4 | Telcos bundling OTT in broadband offers | Claro TV+, Vivo Play, Sky Pré Pago integrate Disney+, Netflix, etc. | Reduce churn, upsell fibre | • Transmission & Distribution realign around ISP–OTT partnerships |
| 3.5 | Data-driven content commissioning | Platforms mine viewing analytics to green-light originals | Lower creative risk | • Producers adopt agile, data-validated development • Raises bar for audience-measurement granularity |
4. Cross-Cutting Enablers & Constraints¶
• Infrastructure: Demand for high-bandwidth fibre and robust CDNs; conversely, under-investment in Amazonian regions widens access gap.
• Regulation: Legacy quota and licensing rules struggle to cover AVOD/UGC environments; privacy legislation tightens data-use practices.
• Technology: TV 3.0 roll-out (ATSC 3.0-based) promises 4K HDR & targeted ads, aligning linear broadcasting with digital expectations.
5. Implications by Value-Chain Stage¶
Content Production¶
• Spike in commissions for Brazilian originals from Netflix, Amazon, Disney+, Globoplay.
• Short-form, mobile-friendly and reality formats proliferate to feed social video.
• Data analytics now inform script development and season renewals.
Transmission & Distribution¶
• CAPEX tilts from satellite transponders to fibre backhaul and CDN nodes.
• Telcos negotiate zero-rating and revenue-share deals with OTTs, creating quasi-aggregator roles.
• Pay-TV operators repurpose STBs into Android-based OTT hubs.
Reception & Consumption¶
• Smart-TV OEMs pre-install streamer buttons and integrate voice search.
• Rating agencies expand panels to include CTV and streaming minutes for cross-platform GRP.
• Accessibility features (captions, audio description) become differentiators.
Regulation¶
• Policymakers debate extending 30 % local-catalogue quota to SVOD while simplifying multi-service licensing.
• Discussions on taxing foreign OTT revenues to fund local production (similar to EU AVMSD levy).
Monetisation¶
• Broadcasters pilot dynamic ad-insertion and shoppable TV formats enabled by TV 3.0 return channel.
• AVOD CPMs rise as CTV inventory quality improves.
• Subscription stacking drives consumer fatigue, fuelling interest in telco-bundled or FAST (Free Ad-Supported Streaming TV) channels.
6. Summary Table of Key Findings¶
| Behaviour Change Signal | Description | Most Affected Value-Chain Steps | Strategic Imperatives for Stakeholders |
|---|---|---|---|
| Shift from Pay-TV to streaming | Rapid subscriber loss in legacy Pay-TV, 20 % audience share for OTT | Transmission, Monetisation | Migrate infrastructure to IP; launch own OTT; renegotiate carriage fees |
| CTV & multi-device viewing | 64 % penetration enables big-screen streaming | Reception, Measurement | Optimise UI across devices; capture CTV ad metrics |
| Digital ad spend surge | R$ 37.9 bn invested; social + programmatic lead | Monetisation | Build first-party data; offer cross-platform ad bundles |
| Subscription fatigue & AVOD rise | Consumers accept ads for lower cost | Monetisation, Content | Develop hybrid tiers; increase ad-tech capability |
| Demand for local & diverse content | National stories remain key differentiator | Content Production | Invest in regional studios; leverage ANCINE incentives |
| Telco-OTT bundling | Broadband providers package streamers | Transmission & Distribution | Forge revenue-share deals; use OTT to upsell fibre |
| Regulatory lag | Existing rules mis-fit converged services | Regulation | Engage in policy dialogue; propose unified media law |
| SME advertiser growth | Long tail seeks self-service video ads | Monetisation | Create automated buying portals; tiered pricing |
| Data-driven commissioning | Analytics steer creative bets | Content Production | Integrate viewership dashboards; agile production cycles |
References¶
- Até dezembro de 2024, consumo de vídeo online representou 20,1 % da audiência de TV – Tela Viva. https://telaviva.com.br/11/03/2025/ate-dezembro-de-2024-consumo-de-video-online-representou-201-da-audiencia-de-tv/
- 7,7 milhões de acessos de TV por assinatura em Fev/25 – Teleco. https://www.teleco.com.br/assinantes_tv.asp
- TV conectada atinge 64 % da população digital no Brasil – Tudocelular.com. https://www.tudocelular.com/mercado/noticias/N237048/tv-conectada-64-populacao-digital-brasil.html
- 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/
- Investimento em publicidade no Brasil tem aumento de 12,17 % em 2024 – Conselho Digital. https://conselhodigital.com.br/2025/03/28/investimento-em-publicidade-no-brasil-tem-aumento-de-1217-em-2024-internet-e-o-segundo-meio-mais-procurado-faturando-r-1046-bilhoes-no-ano/
- 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
- Recorde histórico! Mais de 4,15 milhões de pequenos negócios foram abertos em 2024 – Agência Sebrae de Notícias. https://asn.sebrae.com.br/nacional/recorde-historico-mais-de-415-milhoes-de-pequenos-negocios-foram-abertos-em-2024/
- Kantar Ibope atualiza a medição de audiência para 2025 – Meio & Mensagem. https://meioemensagem.com.br/mercado/kantar-ibope-atualiza-a-medicao-de-audiencia-para-2025/
- Brazil | Reuters Institute Digital News Report 2024. https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024/brazil