With so much participation and impact on the media industry, the video is the central subject of the December edition of Data Stories, thematic content released bimonthly by Kantar IBOPE Media. The material, called Trends and predictions for video: the paths of video towards the Brazilian consumerexplores the public’s relationships with the format, connecting global habits to national behavior.
According to the material, 35% of Brazilians say that television is their main source of entertainment and 71% like to relax while watching TV. In this scenario, Connected TVs (CTVs) emerge, offering a balance between personalization and privacy, by allowing the granularity of each channel and content (linear or on demand) without sharing sensitive or personal data. Today, the device has 60% penetration in Brazil, with major highlights in the squares of Fortaleza (68%), Brasilia (65%) and São Paulo (63%).
On the other hand, 49% of Brazilians say that online streaming services have changed the way they watch TV. Among the main reasons that lead to subscribing to an online video platform are the broad catalog of new films and series (46%), the broad catalog of old films and series (24%) and the supplier’s original content (15%).
With the strike of audiovisual professionals in the United States, channels and platforms turned both to productions from other markets and to recovering old programs, relying on the power of nostalgia. In 2024, the movement should persist, with a more diverse menu in origins and languages, in addition to the return of what was already successful in another time or on another channel.
Proof of this projection is that, today, 33% of Brazilians prefer to watch TV programs in their original languages. What’s more: 35% mention foreign series and 49% mention international films among the most watched content.
In 2023, it was still possible to see several audiovisual products awaited by the public launched with a strategy across several channels. Produces like Barbie, Super Mario Bros. The film, The Little Mermaid and other releases integrated universes such as games, social media, music, linear TV and online video platforms. The deployment of in-person events in programming, such as the broadcast of The Town festival on TV or musical tours generating films in the cinema, also show that the content cuts across channels.
Today, the national population is heading towards cross media. Data from Kantar shows that 22% of people consume online video and linear TV in one day, with 26% watching exclusively the linear format. Furthermore, Brazilians are multiplatform, although the big screen is still the main way to watch content, even for online titles.
In 2024, we will possibly see even more examples of this multichannel presence in major audiovisual releases, as audiences themselves travel between media and screens, consuming different channels and platforms in search of content, wherever it may be.
*Cape photo: iStock
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