According to a study by Kantar Ibope Media, 21% of Brazilians’ time is spent on streaming
Linear TV currently concentrates 79% of video consumption time indoors, while streaming services occupy 21%. That’s what Inside Video 2022, a study carried out by Kantar Ibope Media, pointed out. In 2021, 205,876,165 people watched open TV and PayTV channels, and the average daily time spent in front of the small screen was 5h37min.
Journalism accounts for 25% of all time devoted to television. Following the ranking of preferences are the consumption of soap operas (18% of the time), auditorium programs (9% of the time) and reality shows (4% of the time).
In turn, online platforms have gained space in Brazil in terms of video consumption, according to data from the Video Streaming Report, a Kantar solution. In this context, two models stand out. Free and advertising-funded (AVOD) businesses reach 58% of people per month, while subscription-funded services (SVOD) reach 42% of people monthly.
The main reasons that people who access streaming video subscribe to this type of service are price and a wide catalog of new movies and series – each with 47% relevance. Then comes the user experience (30%).
advertising investments
Last year, 63% of all advertising spend was in video formats. Among the programming genres, the popularity of reality shows stands out, which have high ratings and have become a great playground for brands.
From 2019 to 2021, the data points to a 20% growth in the volume of branded content actions in this type of attraction, in addition to 128% in the Top 5 programs.
“Around the world, the video market is in full swing. While we have the consolidation of new consumption habits, content producers and distributors expand and transform. New players emerge and the industry mobilizes to retain and conquer audiences, as well as to find ideal business models”, says Adriana Favaro, director of business development at Kantar Ibope Media.
