Streaming surpassed Globo’s viewers in 5 Brazilian cities

Are streaming services already outpacing Globo in the audience? A study conducted by the station’s intelligence department shows this, based on official data from Kantar Ibope Media, a leader in the Latin American media research market.

According to website post pop tvIn five Brazilian cities with access to material, more viewers watch streaming services than those who watch Globo on their televisions. The change in behavior may be a trend in the market that signals a warning to the communications company.

According to the research, Globo, one of the world’s largest television channels, lost its lead and was overtaken by broadcast platforms in the following locations: Chapecó (Santa Catarina), Marabá (Pará), Palmas (Tocantins), Sinop (Mato Grosso) and Tangará da Serra (Mato Grosso) — In Palmas and Tangará da Serra, the channel lost more than half of its viewers in just three years, according to TV Pop.

Below, take a look at scores of Globo and video-on-demand services, according to a study by Kantar Ibope Media:

Despite leading audience levels in five cities, Globo is ahead in all other regions analyzed in the document. Publisher reigns in 71 of the 76 cities measured. The channel is followed by SBT, which appears as the vice-leader, and Record in third place, with an average rating of 4.0 (between 7:00 am and midnight). an average of 3.9 points. In total, Globo scored 17.7 points.

Stream already outperforms SBT and Record

Overall, however, the stream already has more points than SBT and Record combined, occupying the second overall viewership position in the green and yellow soil. Netflix, Amazon Prime Video, HBO Max, Disney+ and other platforms together achieve an average of 9.7 points when considering 2022 alone, representing 7% growth over 2021.

Check the numbers:

According to the TV Pop article, Globo is already seeing the rise of streaming with some concern and is closely watching the evolution of this general behavior. Especially since, as the study shows, video-on-demand services are more popular in cities where the publisher has the worst numbers. Do we have a new trend?