Share of internet users watching influencers' videos in Brazil 2019-2023, by gender

In 2023, 42.5 percent of male internet users surveyed in Brazil said they had watched videos from digital influencers, compared to 33.5 percent of their female counterparts. Over time, this online activity was more popular among male respondents, but the difference between both genders has seen a bigger divide as of the last examined year. Overall, 38 percent of the Brazilian online population claims to watch videos from digital influencers, which has seen an upward trend of around 32 percent since the first analyzed year. Additionally, social media usage is the third most popular internet activity in Brazil, as stated by around 80 percent of the country's online population.