Advertising revenue generated by Globo Comunicação e Participações S.A. 2022-2023

In 2023, Globo Comunicação e Participações S.A. (or simply GCP) generated around 9.51 billion Brazilian reals in revenue through advertising, up from 9.06 billion reals a year earlier. That represents an annual growth of about five percent.

Globo's performance in the Brazilian ad market

GCP runs the free TV channel Globo, the pay-TV content service Globosat, Globo.com websites, and the subscription video-on-demand (SVoD) service Globoplay. It is part of a conglomerate known as Grupo Globo, headquartered in Rio de Janeiro, Brazil. At the beginning of 2024, CGP's quarterly ad revenue increased by nearly 12 percent compared to early 2023, reaching 3.65 billion reals.

A struggling giant

For decades, Globo enjoyed a special place in the hearts of advertisers due to its nearly untouchable TV ratings. Today, the holding tries to move on with the times and balance its video streaming service with the benchmark linear TV operations. GCP's total revenues stalled in 2023, remaining below its peak 2014 result. Meanwhile, Globo's net profit declined by nearly one-third in 2023 to 840 million reals – in 2015, it exceeded three billion.