The growing popularity of streaming services implies that they drive the Brazilian audience. But the truth is different: since 1950 in Brazil, open TV has remained firmly in the preferences of Brazilian viewers. The closed TV doesn’t have a twist either.
This information comes from Kantar IBOPE Media, which launched the Cross Platform View (CPV) tool, through which the company can measure the audience of all services: open TV and cable, on demand and localized streaming on all devices located in Brazil.
The data collected by the CPV indicates exactly that free-to-air TV continues to lead the audience. The data is from last December and was measured in the 15 metropolitan areas covered by Kantar IBOPE and only for TVs (connected and not).
75.7% consumed open TV in the period, against 11.1% for pay TV, 7.6% for YouTube and 5.6% for streaming, with Netflix getting 4.2%. Among the major streamers cited in the research, Amazon Prime Video had the worst index: 0.45%.
How is the measurement done?
To get the data, the Kantar IBOPE instrument has a feature called a focal meter. It is installed directly on home users’ routers and measures online video consumption.
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The post The audience in Brazil has free-to-air TV with a good lead; poor performing streamers appeared first on Olhar Digital.
Source: Olhar Digital
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.
