OTT Video - Brazil | Statista Market Forecast

In Brazil, revenue in the OTT Video market market is projected to reach US$4.32bn in 2024.
Revenue in this market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 6.82%, leading to a projected market volume of US$6.00bn by 2029.
The largest market within this market in Brazil is OTT Video Advertising, which is anticipated to have a market volume of US$2.31bn in 2024.
In a global context, the majority of revenue will be generated the United States, with a figure of US$133.70bn in 2024.
Within the OTT Video market market in Brazil, the number of users is expected to reach 163.0m users by 2029.
User penetration in Brazil will be 68.0% in 2024 and is projected to increase to 73.1% by 2029.
The average revenue per user (ARPU) in Brazil's OTT Video market market is projected to be US$29.15 in 2024.
The usage share of Netflix in Brazil is estimated to amount to 13.0% of the Videostreaming (SVoD) market in 2023.
Brazil's OTT video market is experiencing significant growth driven by increasing smartphone penetration and a rising demand for localized content among diverse audiences.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in Brazil has been experiencing significant growth in recent years.

Customer preferences: Brazilian consumers have shown a strong preference for OTT video services due to their convenience and flexibility. The ability to access a wide range of content anytime and anywhere has resonated with the country's tech-savvy population. Additionally, the availability of localized content and the option to watch content in Portuguese has further fueled the adoption of OTT video platforms in Brazil.

Trends in the market: One of the key trends in the OTT video market in Brazil is the increasing competition among service providers. Both local and international players have entered the market, offering a variety of content options to attract consumers. This has led to a diversification of content offerings, with a focus on original and exclusive content to differentiate themselves from competitors. Another trend in the market is the rising popularity of mobile streaming. With the increasing penetration of smartphones and affordable data plans, more Brazilians are opting to watch OTT video content on their mobile devices. This has prompted service providers to optimize their platforms for mobile viewing and develop mobile apps to cater to this growing segment of users.

Local special circumstances: Brazil is a large and diverse country with a rich cultural heritage. This presents both opportunities and challenges for OTT video service providers. On one hand, the diverse preferences and interests of the Brazilian population provide a wide range of content options. On the other hand, the need to cater to different regions and demographics requires a localized approach to content curation and delivery. Furthermore, the high levels of piracy in Brazil pose a challenge for OTT video service providers. Many consumers in the country have been accustomed to accessing content through illegal means, and changing this behavior can be a difficult task. Service providers have been implementing various strategies, such as offering affordable subscription plans and exclusive content, to encourage consumers to switch to legal platforms.

Underlying macroeconomic factors: The growth of the OTT video market in Brazil can be attributed to several macroeconomic factors. Firstly, the increasing internet penetration in the country has provided a solid foundation for the adoption of OTT video services. As more Brazilians gain access to high-speed internet connections, the demand for online video content is expected to continue growing. Secondly, the growing middle class in Brazil has contributed to the expansion of the OTT video market. As disposable incomes rise, more consumers are willing to spend on entertainment and leisure activities, including OTT video subscriptions. This has created a favorable environment for service providers to invest in the Brazilian market and expand their user base. Overall, the OTT video market in Brazil is poised for further growth in the coming years. With the increasing competition, evolving consumer preferences, and favorable macroeconomic factors, service providers have the opportunity to capitalize on the growing demand for online video content in the country.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.