A. Guttmann
Research Lead covering media
Subscription video-on-demand in Brazil - statistics & facts
In the wider context of Latin America, Brazil takes a prominent spot when it comes to subscription video-on-demand. While the entire region counts some 83 million subscribers, Brazil accounts for almost a third of that. By 2027, the number of SVOD users in Brazil is expected to reach over 40 million. The market is responding to the growing audiences, offering a significant number of SVOD platforms for consumers to choose from. Yet, despite the growing number of subscriptions, Brazilians show moderation in their SVOD usage habits.
SVOD still has growth potential in Brazil, with user numbers expected to increase by 30 percent by 2027. Nevertheless, adoption is slow and Brazilian viewers opt for cheaper solutions rather than numerous paid subscriptions. Therefore the video streaming market in the country is bound to be dominated by ad-supported alternatives to premium platforms and content.
Engagement with video streaming in Brazil is low
Costs play a big role in streaming platform usage. In fact, it is the main reason why consumers in Brazil cancel their video streaming subscriptions. Some 58 percent of surveyed Brazilians said they already canceled their contracts with streaming providers in 2023, which represents growth of 11 percent year-on-year. In response, the streaming industry in general is looking for solutions to balance the loss of subscribers. Brazil was one of the first countries where Netflix launched their ad-supported tier in late 2022, in an effort to counter the fact that theirs was the platform most often unsubscribed from by Brazilian consumers.How do Brazilians watch on streaming platforms?
To save money, Brazilian viewers tend to share their streaming subscription credentials with partners, family members, and friends – roughly a third of subscribers do this. The leading feature of streaming services considered important by Brazilians is a wide variety of content. Consumers in this country appreciate drama, action and adventure, and comedy, especially when it comes to originals. In fact, the main content types watched by Brazilians on video streaming platforms are new movies and release as well as originals and series that are the talk of town. Binge-viewing is also popular in Brazil. Netflix dominates this area when it comes to OTT video providers, followed by Amazon Prime Video, and GloboPlay.SVOD still has growth potential in Brazil, with user numbers expected to increase by 30 percent by 2027. Nevertheless, adoption is slow and Brazilian viewers opt for cheaper solutions rather than numerous paid subscriptions. Therefore the video streaming market in the country is bound to be dominated by ad-supported alternatives to premium platforms and content.
