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Streaming in Brazil New Entrants and Disruptors Analysis

New Entrants and Disruptors

Based on the provided documents covering 2024 and 2025, the Brazilian streaming market, while intensely competitive, is primarily shaped by established global and local players rather than a wave of entirely new companies disrupting the entire value chain from scratch. [istoedinheiro, Tudocelular, Tela Viva] However, several significant disruptive forces and strategic movements by existing players are profoundly impacting the value chain, altering market dynamics and challenging traditional models. These are the key "disruptors" identified within the provided context.

The most notable disruptive forces and strategic movements include:

  • The Rise and Expansion of AVOD and FAST Models: The increasing adoption of ad-supported video-on-demand (AVOD) tiers by major players like Netflix, Max, and Disney+, alongside the growth of Free Ad-Supported Streaming TV (FAST) channels (highlighted by players like Roku), is a significant disruptor to the traditional SVOD-only landscape. [F5, Dataxis, Omdia, Tudocelular] This introduces a new, substantial revenue stream and changes how content is monetized and accessed, appealing to price-sensitive consumers and capturing advertising budgets.
  • Accelerating Investment in Local Content: Major international platforms (Netflix, Amazon Prime Video) and the dominant local player (Globoplay) are making accelerated and significant investments in producing and acquiring Brazilian original content. [Forbes, AIC, Strategic Priorities and Investments Analysis] This is a disruptive strategic priority that shifts power and resources towards local production ecosystems and differentiates platforms based on cultural relevance, intensified by the anticipation of regulatory content quotas.
  • Strategic Bundling and Partnerships: The increasing use of bundling streaming services with other offerings, such as internet and mobile plans by telecom companies (Claro tv+, TIM partnerships with Spotify/Deezer), e-commerce memberships (Amazon Prime), and financial services (Max with Nubank), acts as a disruptive distribution and customer acquisition strategy. [telesintese, Consumidor Moderno, Strategic Priorities and Investments Analysis] This bypasses traditional direct-to-consumer acquisition channels and influences consumer choice based on integrated value propositions.
  • Impending and Evolving Regulation: The ongoing legislative process and the potential approval of new regulations, particularly concerning mandatory contributions to fund national content (Condecine-VoD) and content quotas, represent a major external disruptive force. [CNN Brasil, Senado Federal, telesintese, Lex Legal, Cosmo] These regulations, once implemented, will significantly alter the cost structures, content strategies, and operational requirements for all players in the value chain.
  • Persistent Piracy: While not a new phenomenon, the continued prevalence of content piracy remains a disruptive force that undermines the monetization models and revenue streams of legitimate services across the value chain. [Consumidor Moderno, Porter's Six Forces Analysis]
  • Technological Advancements and Infrastructure Development: Ongoing advancements in streaming technology (e.g., codecs like AV1 for efficiency) and the expansion of fiber optic infrastructure by ISPs in Brazil (Claro, Vivo, TIM) are enablers that disrupt limitations in content delivery and improve the potential quality of service, although connectivity gaps persist. [Conect Telecom, Value Chain Report - Bottlenecks and Challenges]

These forces and strategies are not necessarily tied to entirely new companies entering the market, but rather represent significant shifts in business models, investment priorities, and the external environment that are fundamentally disrupting the established ways of operating within the Brazilian streaming value chain in 2024 and 2025.

Table of the Impact of these Disruptive Forces and Strategic Movements

| Value Chain Step | Impact of Disruptive Forces & Strategic Movements (2024-2025)

Content Production

No specific new entrants disrupting the entire value chain from content production were identified in the provided documents for 2024-2025. However, the increased investment by major platforms in Brazilian original content acts as a disruptive force in this step. [Strategic Priorities and Investments Analysis, Forbes, AIC] This influx of capital creates significant opportunities for local production companies and talent but also increases competition for resources. The potential implementation of content quotas will further disrupt established production relationships and funding models by mandating local investment. [Cosmo, Value Chain Report - Bottlenecks and Challenges]

Content Aggregation & Rights Management

Similarly, no entirely new aggregators or rights management entities were identified as major disruptors in the provided text. The disruption here comes from the consolidation of content libraries by existing players (e.g., Disney+ integrating Star+) [Strategic Priorities and Investments Analysis] and the intensified competition for content rights driven by the players' strategic focus on differentiation. [Consumidor Moderno, Value Chain Report - Bottlenecks and Challenges] The potential regulatory requirements for content quotas and discoverability will also disrupt existing content curation and rights management practices. [Value Chain Report - Regulation & Legal Frameworks]

Platform Development & Technology Infrastructure

While major global tech players (AWS, Google Cloud, Akamai, Netflix Open Connect) continue to dominate the underlying infrastructure, no new disruptive entrants in core platform technology development were explicitly mentioned. The disruption in this step is more about the strategic leveraging of existing infrastructure by players like Claro tv+ [Market Players Analysis, Strategic Priorities and Investments Analysis] and the ongoing need for platforms to adopt and optimize technologies (like advanced codecs) to address Brazil's specific connectivity challenges. [Value Chain Report - Bottlenecks and Challenges]

Distribution & Delivery

No entirely new distribution or delivery players disrupting the entire step were identified. The primary disruption in this step is the enhanced last-mile reach and accessibility achieved through the increasing use of strategic bundling between streaming platforms and telecommunications providers and other entities with extensive distribution networks. [telesintese, Value Chain Report - Commercial Relationships, Strategic Priorities and Investments Analysis] This changes the dynamics of how content reaches consumers, often bypassing traditional direct app downloads.

Monetization & Marketing

This step is experiencing significant disruption driven by the widespread adoption and expansion of AVOD and FAST models by major players. [Market Players Analysis, Strategic Priorities and Investments Analysis, Dataxis, Omdia] This introduces new revenue streams (advertising) and alters marketing strategies to target both subscribers and advertisers. The increased competition for advertising spend in the digital space is a direct impact. The growing complexity of business models (SVOD, AVOD, bundling) also disrupts simpler, single-model approaches. [Value Chain Report - Monetization & Marketing]

Customer Access & Consumption

No new entrants at the customer access layer were identified as major disruptors beyond the existing device manufacturers and platform interfaces. The disruption for the customer comes in the form of greater choice and potential cost savings due to the proliferation of platforms, content libraries (including more local content), and the introduction of lower-cost ad-supported tiers. [Market Players Analysis, Strategic Priorities and Investments Analysis] The increased use of bundling also disrupts how customers access services, often as part of a larger package. [Value Chain Report - Commercial Relationships]

This step is a source of significant external disruption. While regulatory bodies like Ancine and governmental entities are not "new entrants," the evolving and potentially transformative regulatory agenda regarding taxation, content quotas, and oversight is a major disruptive force impacting the strategies and operations of all players in the value chain. [CNN Brasil, Senado Federal, telesintese, Lex Legal, Cosmo] This pending regulation disrupts the established operational freedom and cost structures.

References

Academia Internacional de Cinema (AIC) - https://www.aic.com.br/blog/producao-de-conteudos-audiovisuais/ Conselho do Congresso aprova relatório sobre regulamentação do streaming – CNN Brasil – https://www.cnnbrasil.com.br/politica/conselho-do-congresso-aprova-relatorio-sobre-regulamentacao-do-streaming/ Cultura, Inovação e Burocracia: Os Desafios do PL do Streaming - Coletiva.net - https://coletiva.net/noticias/mercado/cultura-inovacao-e-burocracia-os-desafios-do-pl-do-streaming,404876.html Tripling of Accounts in 2024: Brazil and the Rise of the Ad-Tier Model - Dataxis - https://dataxis.com/brazil-ad-tier-model/ Forbes - https://forbes.com.br/forbes-tech/2023/01/netflix-aposta-no-longo-prazo-para-ampliar-producao-local-no-brasil/ ISTOÉ DINHEIRO – https://www.istoedinheiro.com.br/netflix-e-amazon-prime-dominam-45-do-mercado-de-streaming-no-brasil-veja-ranking/ Os desafios regulatórios do mercado de streaming no Brasil – Lex Legal – https://lexlegal.com.br/os-desafios-regulatorios-do-mercado-de-streaming-no-brasil/ Brazil to become the third largest country for FAST after the USA and UK - English - Omdia - https://omdia.tech.informa.com/pr/2024/brazil-third-largest-country-for-fast Plataformas de streaming estão na mira de projetos de lei no Congresso — Rádio Senado - https://www12.senado.leg.br/radio/1/noticia/2025/03/06/plataformas-de-streaming-estao-na-mira-de-projetos-de-lei-no-congresso Setor audiovisual exige investimento de 12% das plataformas – Cosmos – https://cosmosonline.com.br/setor-audiovisual-exige-investimento-de-12-das-plataformas-de-streaming-em-producao-nacional/ Distribuição de streaming caminha para modelo da TV por assinatura - TELETIME News - https://telesintese.com.br/distribuicao-de-streaming-caminha-para-modelo-da-tv-por-assinatura/ Netflix se mantém como a plataforma com maior participação de mercado no Brasil – Tudocelular – https://www.tudocelular.com/mercado/noticias/n220061/netflix-lider-mercado-streaming-brasil-marco-2024.html Roku amplia opções de conteúdo no Brasil com canais FAST – Tudocelular – https://www.tudocelular.com/tv-e-cinema/noticias/n238030/roku-guia-tv-ao-vivo-brasil-canais-fast.html O Crescimento Exponencial do Mercado de Streaming no Brasil e os Desafios dos ISPs – CDN STAR – https://www.cdnstar.com/blog/o-crescimento-exponencial-do-mercado-de-streaming-no-brasil-e-os-desafios-dos-isps/ A nova era do entretenimento: hábitos e desafios do streaming no Brasil – Consumidor Moderno – https://www.consumidormoderno.com.br/2024/05/13/habitos-desafios-streaming-brasil/ Netflix e Prime Video seguem líderes… – Tela Viva – https://telaviva.com.br/05/04/2024/netflix-e-prime-video-seguem-lideres-no-mercado-de-streaming-no-brasil-enquanto-max-e-disney-dividem-terceiro-lugar/ Netflix supera 25 milhões de clientes no Brasil – Folha/F5 – https://agora.folha.uol.com.br/f5/2025/02/netflix-supera-25-milhoes-de-clientes-no-brasil-quase-metade-esta-em-plano-com-anuncios.shtml Fibra Óptica: A Grande Aliada na Expansão das Plataformas de Streaming no Brasil – Conect Telecom – https://www.conecttelecom.com.br/blog/fibra-optica-a-grande-aliada-na-expansao-das-plataformas-de-streaming-no-brasil