TV Globo found an unimaginable competitor a few years ago
Influencers and celebrities are becoming brands. The streamer Casimiro is a good example. The boy has signed a deal to stream 22 World Cup matches via YouTube and Twitch, as well as showing highlights of all other games.
The structure he has set up is superb: he sent a team of six people to Qatar and, in the matches, he has comments from people like Juninho Pernambucano and Marcelo.
All of this has attracted brands such as Brahma, Coca-Cola, Nubank, McDonald’s, iFood and Vivo to the channel.
Casimiro Miguel has become a media company. A precious brand that, this Thursday, with the broadcast of Brazil x Serbia, was responsible for the most watched live broadcast in YouTube history.
And the broadcast on the CazéTV channel was not exclusive: it had competition from Globo, SporTV, Globoplay. In other words: 3.8 million people chose to watch the match not on the largest television channel in the country, but on the channel of a 29-year-old boy.
Some time ago, Globo tried to hire Casimiro. The streamer didn’t see it. He is creating his empire of him.
Nexo did a very explanatory article on Casimiro’s success: “The partnership between Fifa, Livemode and Casimiro worked. In 24 hours, Cazé won 5.6 million viewers in the broadcast of the opening ceremony and the first match, between Qatar and Ecuador, Sunday ( 20). This equates to about 21.7 ratings points for traditional TV. Kantar Ibope data shows that Globo scored 27.6 points in the same broadcast. Each point represents the score of 205,000 households with TV in Greater São Paulo, the largest consumer market television in the country.”
To give you an idea, that same day Fantástico and Domingão com Huck scored 17.5 and 15 points respectively.
Thiago Ney makes theMargin
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Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
