The media and entertainment landscape in Brazil has undergone significant transformations in recent years. This reflects changes in consumer habits and preferences of the population, with apps lead this scenario.
Television, which for decades was the main source of entertainment for Brazilians, is seeing a decline in its presence in homes. Meanwhile, streaming services have become an increasingly popular alternative. A new study by the Brazilian Institute of Geography and Statistics (IBGE) offers a detailed look at these changes. And highlights how media consumption is evolving in the country.
Decline of Television and Pay TV
The Continuous National Household Sample Survey (PNAD) report reveals that the presence of televisions in Brazilian homes is gradually decreasing. In 2023, 4.5 million households, or 5.7% of the total, did not have a television, a considerable increase compared to 2.8% in 2016.
This steady increase in the absence of televisions suggests a slow but steady change in the habits of Brazilian society. According to Gustavo Geaquinto Fontes, an analyst in the research, this change may reflect a gradual adaptation to new forms of media consumption.
Pay TV has also experienced a decline in popularity. The percentage of households with this service fell from 33.9% in 2016 to 25.2% in 2023. The reasons for this decline were investigated by IBGE, revealing that cost and lack of interest were the main factors indicated by respondents. As of 2023, lack of interest surpassed cost as the main reason for refusing pay TV, indicating a change in consumer priorities.
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Streaming Growth and Changes in Consumer Profile
Paid video streaming has been gaining ground in Brazilian homes, with the number of subscriber households increasing from 31.061 million in 2022 to 31.107 million in 2024. Despite this growth, the percentage of households with TV, both broadcast and pay, decreased, going from 43.4% to 42.1%. The IBGE notes that the growth of streaming is one of the factors contributing to the reduction in the presence of television in Brazilian homes.
Streaming offers subscribers a wide range of movies, series and sporting events on demand, allowing users to choose what to watch and when to watch it. In 2022, 4.7% of households with streaming had no access to free-to-air or pay TV, and this number rose to 6.1% in 2023. This suggests that a growing number of Brazilians are replacing television with streaming options.
The research also reveals a significant difference in average monthly per capita income between families with and without access to streaming, with R$ 2,731 for those who have the service, in contrast to R$ 1,245 for those who do not. In addition, there are regional inequalities, with greater penetration of streaming services in the South, Central-West and Southeast, while the North and Northeast have lower rates.
Streaming establishes itself as an alternative
IBGE data highlights a notable transformation in media consumption in Brazil. In this case, streaming is establishing itself as a preferred alternative to traditional television. The decline in the number of televisions and subscription TV subscriptions, combined with the growth of streaming, reveals a change in preferences.
This trend not only reflects the evolution of technologies and entertainment platforms, but also indicates how Brazilian families are adapting their consumption habits to new digital offerings. With a higher average income among streaming subscribers and a regional disparity in the adoption of these services, the entertainment landscape in Brazil continues to evolve. And it is shaped by new forms of consumption and emerging preferences.
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