Streaming in Brazil Current Demand Behavior Analysis¶
Demand Behavior¶
The demand behavior in the Brazilian streaming market is primarily driven by individual consumers (B2C), who are the final recipients of the streaming content. While businesses (B2B) play a significant role within the value chain through advertising, partnerships, and infrastructure provision, they are not typically the end-users consuming the entertainment or audio content itself.
Detailed report on the number of individual and business consumers.
The number of individual consumers engaging with streaming services in Brazil is substantial and has been a key driver of market growth. As of 2022, approximately 31.1 million individuals in Brazil accessed paid video platforms. [Appendix] The penetration of streaming services among the Brazilian population is high, with around 70% of the population having at least one streaming subscription. [Appendix] Netflix, a major player, alone surpassed 25 million customers in Brazil in the third quarter of 2024. [Appendix] This figure includes approximately 12 million on their ad-supported plan. [Appendix] In the music streaming sector, there were 26.8 million subscription accounts to on-demand audio services in Brazil at the end of 2023, with projections to rise to 29.9 million in 2024 and 34.7 million by the end of 2028. Brazilians, on average, subscribe to a significant number of streaming services, ranging from 3.4 to 8 platforms per person. [2, Appendix]
While the reports do not provide specific numbers for businesses as direct consumers of streaming content for entertainment purposes, businesses are crucial B2B customers within the streaming value chain. These include advertisers and advertising agencies purchasing ad space on AVOD/FAST platforms, and telecommunication companies and retailers forming partnerships to bundle streaming services with their offerings. [Appendix] The instant payment system Pix, which is relevant to the digital economy supporting streaming, is used by nearly 15 million businesses in Brazil. However, this number represents businesses utilizing a payment system, not necessarily businesses consuming streaming content.
Table showing the growth/decline in the number of customers.
Based on the available data, the number of individual streaming customers in Brazil is showing growth, although the rate of growth may be subject to market maturity and economic factors.
| Customer Segment | Metric | Volume/Status (Most Recent) | Growth/Decline Trend (Based on available data) | Notes |
|---|---|---|---|---|
| Individual Consumers | Individuals accessing paid video platforms (2022) | ~31.1 million | Growing | Significant penetration (~70% of population with at least one subscription). [Appendix] |
| Netflix Customers (Q3 2024) | >25 million | Growing | Includes growth in ad-supported tier subscribers. [Appendix] | |
| Music Streaming Subscriptions | 26.8 million (End 2023) | Growing | Projected to reach 29.9 million (2024) and 34.7 million (End 2028). | |
| Average Video Streaming Subscriptions per person | 3.4 - 8 | Relatively high and potentially increasing | Indicates strong engagement and multi-service adoption. [2, Appendix] | |
| Business Consumers | Businesses using Pix (2024) | ~15 million | Growing | Represents adoption of a digital payment system, not direct content consumption. |
| Advertisers/Agencies | Not Quantified | Likely Growing | Driven by the expansion of AVOD/FAST options. [Appendix] | |
| Telcos/Retailers (Bundling Partners) | Not Quantified | Likely Growing | Partnerships are a key strategy for customer acquisition. [Appendix] |
Overall, the data indicates a clear trend of growth in the number of individual streaming customers in Brazil. While the pace of growth seen in previous years of rapid initial adoption might be moderating, the market is still expanding, with increasing penetration and a high average number of subscriptions per user. The growth in the music streaming subscription base and the significant customer numbers reported by major video streaming platforms like Netflix support this conclusion for the 2024-2025 period. The B2B segment's engagement with the streaming value chain, particularly in advertising and bundling, also appears to be growing as platforms explore diverse monetization strategies.
References¶
- Omdia - Brazil Music Industry Update, April 2024
- Wordbank - Streaming Culture & Consumer Behavior in Brazil
- MIDiA Research - Brazil climbs the global top 10: a new era for the music market
- Agência Brasil - EBC - Streaming makes Brazil world's 9th biggest market for music
- Fortune Business Insights - Video Streaming Market Size, Share & Trends | Growth
- IMARC Group - Brazil Video Streaming Market Size, Share and Report 2025-33
- Simon-Kucher - Global streaming study 2024: Key trends & industry insights
- GWI - 28 Streaming Trends and Statistics For 2025
- IMARC Group - Brazil Video Streaming (Streaming Media Industry) Market Size & Outlook
- PCMI - Payment and Ecommerce Trends in Brazil for 2024