On air for just over 40 days, Renascer impresses in terms of number of viewers, surpassing the audience of Netflix and other streaming services
The “death of open TV” has been announced several times over the years, from the popularization of cable TV in the 1990s to the recent explosion of the streaming war in the 2020s. In all of them, however, television has been able to renew itself and move forward with its programming: a feat that, here in Brazil, is largely due to the power of soap operas. And the new one Reborn it is the greatest proof of this.
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On the air for over 70 years, Brazilian soap operas have always played a very important role in building the cultural identity of our country, having a popular response equal to that of Netflix or other digital platforms have still managed to achieve.
The success of Reborn shows how true this is. OR remake of the Benedito Ruy Barbosa series Originally aired in 1993, it has just received a new version on TV Globo and has already established itself as one of the greatest expressions of the power of soap operas. According to data from Kantar IBOPE, released by the newspaper Folha de São Paulo, the soap opera is currently the most watched product in the whole of Globo – even surpassing BBB 24 -, with a weekly average of 70 million viewers. That’s a number that Netflix, the largest streaming service, streaming in the world, it takes almost a year to make it.
Renascer attracts young, male audiences
According to data released by the newspaper, the first two weeks of the telenovela, which covered the first phase of José Inocêncio’s conspiracy, totaled more than 311 million hours watched on television alone. An amount that is 40% higher than the hours seen The night agentNetflix’s number one series, in the same period.
This immense audience also attracts attention for a very particular factor, which has not been seen on television for two years, no less than during Pantanal, another very successful remake of TV Globo: a large part of the television audience Reborn comes from men, both 12 to 17 years old and 18 to 24 years old.
This means that even with so many products aimed at teens on Netflix and other similar platforms Amazon Prime Video, HBO Max, Disney+ and Star+, young people shared their attention with good old TV. More precisely with a 9pm soap opera, an attraction that historically has a predominantly female audience.
Soap operas have a following throughout Brazil
For just over twelve years in Brazil, according to a study published in 2023 by Comscore, Netflix has had more than 50 million unique users per month in the country, having become one of the main national entertainment vehicles.
Despite all this, there are a few factors to consider in the platform’s popularity equation, such as the fact that the streaming giant is a paid service – where access depends on a valid internet network – and that it is still “a baby ” compared to Rede Globo, founded in 1965 and which has managed to infiltrate the most distant parts of the country with quality distribution.
Added to this is the fact that soap operas, in particular, have been part of Brazil’s cultural identity for years, being important not only as entertainment and export, but also as a vehicle for social reflection.
Bruno Luperi himself, author of the new version of, gave you an idea at the end of last year Reborn and nephew of Benedito Ruy Barbosa, also spoke about this power of cultural and social diffusion of soap operas.
“Back in the days of the soap opera Old Chico, we went to quilombola communities and I arrived in places where there was only an evangelical church, TV Globo and beer. Even basic sanitation was not available there. Today, in fact, I dare to say that football and soap operas are traces of national unity”, commented the author in the press conference of the first episode of the series.
Rebirth is part of the Brazilian imagination
This, of course, helps to understand part of the success of Rebornwhich stands out among many other works also for being exactly a soap opera “with a Brazilian flavor”, which talks about regions, customs and beliefs within the country.
It is no surprise that its first version caused a national sensation and is still considered one of the broadcaster’s greatest successes, a phenomenon that we now see repeating itself, taking into account appropriate timing, digital evolutions and content offerings.
Just over forty days in the air, Reborn is already in the second phase, starring Marcos Palmeira. According to the latest data released by Rede Globo, in the first five weeks of broadcast, José Inocêncio’s plot surpassed the network’s two previous soap operas in terms of audience and participation: Land and passion AND Crossing.
In Sao Paulo the telenovela obtained 26 audience points and 44% participation, while in Rio de Janeiro the partial average was 28 audience points and 46% participation. In practical terms, this means that approximately 14.5 million households watched the show in the two states alone. In terms of comparison, the live-action adaptation of A piece produced by Netflix — and which has an audience profile similar to that identified by Kantar Ibope for the Brazilian plot — it has reached 18.5 million views worldwide.
Source: Newspaper
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Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
