Global Media Intelligence 2021: Brazil

Noteworthy in 2021

About 9 in 10 internet users watched paid-for video and live TV in Q1 2021.

• Broadcast TV continued to attract large audiences in Brazil. In Q1 2021, 89.4% of internet users ages 16 to 64 had watched live TV in the preceding month. Moreover, the share of those who recorded TV shows for later viewing recovered from 33.8% in H1 2020 to 36.6% in Q1 2021. And 46.8% of those polled had viewed broadcasters’ catch-up or on-demand services, compared with 43.2% last year.
• In fact, broadcast TV maintained a significant advantage over digital video in terms of time spent. It accounted for an average of 2 hours, 34 minutes (2:34) per day in H1 2021, effectively 1 hour more than time spent watching TV shows or other video content online.
• However, digital video viewing now enjoys near-universal reach among internet users in Brazil. In H1 2021, 97.6% of respondents had streamed video-on-demand (VOD) content in the month prior. (GWI now includes YouTube in its video streaming category, which may have boosted the level of response.) Additionally, as of Q1, a phenomenal 90.3% of the sample had watched subscription VOD (SVOD) services like Amazon Prime Video in the month prior to polling.