Kantar IBOPE Media brings unprecedented data from Cross-Platform ViewG
More than 99% of the 74 million Brazilian households were impacted by video content in the first half of 2023. The number reinforces the diversity and reach of content consumed in this format in the country.
For the first time, it is possible to see not only national consumption, but also the local reality of six metropolitan regions in the country. As of July, the Cross-Platform ViewTM offers Kantar IBOPE Media customers specific data from So Paulo, Rio de Janeiro, the Federal District, Belo Horizonte, Curitiba and Porto Alegre. The first insights on the theme are in the July edition of Data Stories, thematic content released monthly by Kantar IBOPE Media.
In the study “Aquarelas de Video do Brasil Exploring Cross-media Consumption in the Country” it is possible to verify that in cities like Rio de Janeiro and Curitiba, the average reach was greater than the national one, reaching 99.6%. The numbers show that no other medium has as much coverage and penetration power as video in the country. The data concerns both videos distributed over Linear TV (open and pay-TV networks) and online, which can reach consumers in a wide variety of ways, such as smartphones, tablets, computers and TV sets connected to the Internet.
Local Realities
Data from Kantar IBOPE Media compiled by Cross-Platform ViewTM show that, at the national level, Linear TV (open and pay-TV networks) leads the distribution of video content, with a 77% share of the share, the remaining 23% being dedicated to the online video audience. In some cities, as in the case of Belo Horizonte, TV Linear occupies 85% of the share, while in the Federal District the participation of online videos was much higher than the Brazilian average in the month of June. Over there, 27% of all video content consumed comes via the internet.
Research shows that online videos are consumed by a huge variety of devices, such as Connected TVs, smartphones, tablets and desktop computers. In Curitiba, for example, 41% of online videos are watched by smartphones, one of the highest rates in the country.
Among the six metropolitan regions currently available in Cross-Platform ViewTM, Belo Horizonte is the city with the highest share of online video consumption via desktop: 12%.
large cloth
Despite the great consumption by cell phones or tablets, television sets are still the most used by Brazilians to watch videos online. Data from Kantar IBOPE Media, compiled by Cross-Platform ViewTM, show that in this first semester Brazilians spent an average of 3.3 hours every day consuming online videos through TV sets, while the total average of the devices reached 2.18 hours, a difference of 44 minutes. In Belo Horizonte, the difference is even greater: 58 minutes more watching online video on TV than on other devices.
The overlapping scope of content shows the diversity of means used by Brazilians to consume video. On a normal day, Brazilians consume 49% of videos on TV, in a combination of content that arrives via antennas, cable or online. The remaining 15% is exclusively online. In Curitiba, exclusively online content reaches 20%, a record in the country. On a typical day, at least 15% of video reach is exclusive online and 20% combined with Linear TV.
Cross-Platform ViewTM
Cross-Platform ViewTM is Kantar IBOPE Mdia’s most advanced online video analysis product. Through it, it is possible to know which are the most consumed streaming players and which are the times of greatest consumption. Cross-Platform ViewTM also measures which devices consumers consume online video on and how it overlaps across platforms.
(Image credits: Sam McGhee/Unsplash)
