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Streaming in Brazil Current Behavior Changes Analysis

Ongoing Behavior Changes

Based on the analysis of the provided reports, several ongoing behavior changes among both final customers (B2C) and business customers (B2B) are significantly impacting relationships and demand within the Brazilian streaming value chain.

A primary behavior change observed in the B2C segment is a heightened cost sensitivity and a corresponding shift towards more flexible and affordable consumption models. Brazilian consumers are price-conscious, and the cost of multiple subscriptions is a significant factor influencing their decisions. [Appendix] This behavior manifests as subscriber churn, where individuals cancel subscriptions due to expense. [Appendix] Consequently, there is a growing demand for and adoption of ad-supported video on-demand (AVOD) services and free ad-supported streaming TV (FAST) channels. [Appendix] The introduction and growth of ad-supported tiers by major players like Netflix, which saw nearly half of its over 25 million Brazilian customers on the ad-supported plan by Q3 2024, underscores this trend. [Appendix] Additionally, consumers are exploring bundling options that combine streaming services with other utilities like internet access or e-commerce subscriptions to reduce overall costs, and practices like account sharing persist as a cost-saving measure. [Appendix]

Another notable B2C behavior is the prevalence of multi-service adoption despite cost concerns. Brazilians subscribe to an average of 4.2 to 8 streaming services, indicating a strong appetite for diverse content across different platforms. [2, Appendix] While this reflects high engagement with the streaming ecosystem, it also contributes to "subscription fatigue," where managing numerous subscriptions becomes cumbersome, potentially increasing the likelihood of churn as consumers re-evaluate their service stacks. [Appendix]

Shifting content consumption habits are also influencing the value chain. There is a significant preference for consuming content on mobile devices, reflecting high smartphone penetration and mobile internet usage in Brazil. [Appendix] Brazilian viewers exhibit diverse content preferences, with interest spanning global genres like horror and Japanese doramas, alongside a strong demand for local content such as telenovelas and reality television like Big Brother Brasil. [Appendix] This diverse taste necessitates a broad content offering from platforms and highlights the importance of local production. Consumers are also willing to watch both dubbed and subtitled content. [Appendix] Binge-watching remains a popular behavior, impacting content release strategies and user engagement patterns. [Appendix]

Furthermore, B2C customers are increasingly demanding value for money and a positive customer experience. Their purchasing decisions, including streaming subscriptions, are influenced by pricing, discounts, promotions, and the overall usability and performance of the service. [Appendix] This pressure on platforms to offer competitive pricing and a seamless viewing experience is a direct result of discerning consumer behavior in a crowded market.

In the B2B segment, the behavior changes are largely reactive to the evolving B2C landscape and market opportunities. Advertisers and advertising agencies are showing increased interest in AVOD and FAST platforms as these models gain traction, providing new avenues to reach engaged streaming audiences. [Appendix] This drives demand for ad inventory and sophisticated targeting capabilities from platforms. Telecommunication companies and retailers are actively pursuing bundling partnerships with streaming services. [Appendix] This behavior is driven by the desire to add value to their core offerings, attract and retain their own customers in competitive markets, and leverage existing billing relationships to facilitate streaming access. [Appendix]

These intertwined behavior changes—cost sensitivity and adoption of flexible models, multi-service usage amidst fatigue, evolving content preferences, demand for value, and B2B adaptation through advertising and bundling—are reshaping the dynamics between players across the Brazilian streaming value chain.

Impact of Behavior Changes on the Value Chain

The identified behavior changes have distinct impacts on the various steps of the streaming value chain in Brazil:

Value Chain Step Impact of Ongoing Behavior Changes
Content Production Increased demand for diverse and local content: Consumer preference for varied genres and strong interest in Brazilian productions drives demand for local commissioning and licensing. [Appendix] Pressure on content costs: Competition for popular and local content, partly driven by demand, can inflate production and licensing costs. [Appendix]
Content Aggregation and Rights Management Shift in content acquisition strategies: Platforms need to acquire content suitable for SVOD, AVOD, and potentially FAST models. Negotiation of rights for different monetization tiers becomes crucial. [Appendix] Focus on library curation and discoverability: With multi-service adoption, platforms must curate appealing libraries and improve recommendation engines to combat subscription fatigue and help users find content quickly. [Appendix]
Platform Development & Technology Infra Increased need for flexible technology: Platforms require infrastructure supporting multiple business models (SVOD, AVOD, FAST). [Appendix] Enhanced data analytics for personalization and advertising: Understanding diverse content preferences and delivering targeted ads in AVOD requires sophisticated data capabilities. [Appendix] Optimization for mobile and varied network conditions: High mobile consumption and uneven internet quality necessitate robust encoding and delivery technology for different devices and bandwidths. [Appendix]
Distribution and Delivery Increased data traffic demands: Growing streaming consumption and multi-service adoption put pressure on ISP networks, requiring continued infrastructure investment, particularly in fiber optics. [Appendix] Importance of peering relationships: Efficient content delivery relies on strong technical relationships between CDNs and ISPs to handle increasing traffic volume. [Appendix]
Monetization and Marketing Growth of AVOD and bundling models: Cost sensitivity drives the adoption and strategic importance of ad-supported tiers and partnerships with Telcos/Retailers. [Appendix] Increased marketing spend and focus on retention: High competition and churn risk necessitate significant investment in marketing and strategies to retain subscribers (e.g., loyalty programs, bundled offers). [Appendix] Complex pricing strategies: Balancing SVOD tiers, ad-supported options, and bundles requires intricate pricing models to attract and retain diverse customer segments. [Appendix]
Customer Access and Consumption Empowered and demanding consumers: Customers have more choices and are actively seeking value, influencing pricing and service quality expectations. [Appendix] Multi-platform usage: Consumers access content across various devices and services, requiring seamless experiences and content availability on preferred platforms. [Appendix] Influence on content discovery: Users rely on platform interfaces and recommendations to navigate large content libraries. [Appendix]
Regulation and Legal Frameworks Regulatory response to market changes: The growth and evolution of the market, driven by consumer adoption and business model shifts, are prompting legislative debates around taxation, content quotas, and oversight to shape the industry's future. [Appendix]

These changes highlight a dynamic market where consumer behavior is a powerful force, compelling players across the value chain to adapt their strategies, technologies, and commercial relationships to remain competitive and capture value.

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