A. Guttmann
Research Lead covering media
Audio consumption in Brazil - statistics & facts
The importance of Brazil in the global audio content market is on the rise. Latin America reported the second highest growth in revenue in the recorded music industry worldwide in 2023. While the U.S. and Europe are already developed music markets, Latin America is among those regions that still has growth potential. Within the region, Brazil and Mexico are the two nations that propel the music industry forward. Throughout 2023 the revenue of Brazil's music segment increased by about 13 percent while the global growth figure stood at 19 percent at that time. The continued double-digit increase in revenue shows the potential of Brazil and Latin America on the music market worldwide.
Audio consumption in Brazil is transitioning to digital channels such a streaming and online radio. This suggests that the country is following a global trend of pivoting to digital media use. Until then, however, legacy media remain on the scene, and within the audio segment radio holds a strong position, which is especially important for advertisers looking to reach large audiences of consumers.
Music at the top of the charts
Brazilian consumers have a clear preference when it comes to audio. In terms of time spent with media, music streaming prevails over other audio consumption, even though radio listening is still strong in the country. Within the realm of music, predilections are well defined. Sertanejo – a label encompassing many Brazilian subgenres, from folk to country pop – reigns supreme – this music genre is popular among more than 40 percent of Brazilians. As a result, at least nine out of the 10 most played songs on the radio in Brazil in 2023 could be put under the sertanejo umbrella. This recently called the attention of producers. Some noticed that the genre's performance on the radio contrasts with its less dominant presence on streaming. An arguable reason for that would be the wealthy agribusiness people supporting sertanejo artists, who usually come from rural areas. The genre is also undergoing a certain fusion with gospel music which is gaining popularity in the country in recent years.Radio: from airwaves to the internet
Despite the overall declining trend in legacy media consumption worldwide, radio remains a key segment in Brazil. Not only does it reach dozens of millions of people who have no access to the web, but it also finds a niche among internet users. Survey data from 2022 reveals that a third of music consumers use the radio as a main device to listen to music. However, recent years have shown that the medium is losing some ground. Time spent with radio has been declining since 2020 and is now at a point of three hours and 55 minutes per day, down by more than 30 minutes in this period. At the same time, online radio has gained momentum and remains at a steady level. Web radio listeners in Brazil spent more than two hours and 45 minutes per day tuning in to online stations.Audio consumption in Brazil is transitioning to digital channels such a streaming and online radio. This suggests that the country is following a global trend of pivoting to digital media use. Until then, however, legacy media remain on the scene, and within the audio segment radio holds a strong position, which is especially important for advertisers looking to reach large audiences of consumers.
