The Olympics brought millions of Brazilians together around sports, as revealed by a study by Samsung Ads, the advertising arm of Samsung Electronics, on the consumption of sports content during the event. According to the survey, viewers of Samsung Smart TVs in Brazil spent more than 110 million hours watching broadcasts of the Olympic Games, both on linear channels and streaming, including Samsung TV Plus.
The survey shows that approximately 10 million Samsung CTVs displayed some content related to the Olympics. The largest audience was recorded in the Southeast, followed by the Northeast, South, Central-West and North. The female audience represented 59% of the total hours watched, with the predominant age group between 25 and 44 years old. Sports such as volleyball, soccer and Olympic gymnastics led the broadcasts, with highlights including the Brazil vs. Japan women’s soccer games, Brazil vs. Hungary women’s handball and Brazil vs. Egypt women’s beach volleyball.
In addition to the Olympic Games, Samsung Ads recorded that more than 40 million hours per month are spent consuming sports content on its Smart TVs. The study also identified more than 7 million devices regularly consuming sports content, which represents a potential audience of 28 million consumers. Football dominates the scene, with 91% of screen time. Female participation in sports consumption is also significant, representing 51% of the audience.
Sports consumption varies regionally, with the Southeast leading with 23 million hours per month, followed by the Northeast with 7 million, the South with 5 million, the Midwest with 3 million and the North with 2 million.
In the gaming universe, approximately 9% of Smart TVs in Brazil, representing 5.7 million consumers, use more than one platform. Among the most consumed game genres, Action and Adventure, Shooter, Sports and Fighting, RPGs and Platform Games stand out.
