Comscore report records that 98% of the Brazilian digital population accessed entertainment-related websites or mobile apps in December 2021
The digitalization process of the last few months and the growing offer of solutions has made the entertainment industry a kind of provider of first digital experiences for Brazilians, considering access to content such as television programs, movies, humor, and mainly music.
This is what a Comscore report indicates, which records that 98% of the Brazilian digital population accessed entertainment-related websites or mobile applications in December 2021. It is a use fueled by the consumption of music that drives both streaming platforms and YouTube channels category-oriented, which capture nearly a third (30%) of the total time spent on the platform.
The data, according to the study, shows that the segment, compared to other activities on the networks, is behind only the categories of services, including emails, and news. Above, however, social networks, and is responsible for 16% of total online browsing time.
“Overall, entertainment in Brazil has a high reach compared to other countries and other online activities. On desktop and mobile devices, YouTube and Spotify dominate the entertainment scene, becoming the main channels for content creators and advertisers to reach their target audience,” says Ingrid Veronesi, Senior Director for Brazil at Comscore.
The two tools mentioned by the executive even take turns in the lead when analyzing the types of platform and content most accessed. In terms of total online time, YouTube ranks first and Spotify ranks second. When the metric is the total minutes consumed, the music app leads, with 854 minutes per unique visitor in December. Google’s video tool follows soon after, accompanied by Netflix.
The study also showed that the consumption of online entertainment is practically unanimous among age groups or gender, reaching almost 100% of audience. There are, however, variations in the period of consumption. Younger people (18 to 24 years old) spend almost twice as much time per person – 27 hours per month – compared to those over 45 years old – 15 hours per month.