According to a survey carried out by Kantar IBOPE Media, YouTube is the leader in digital audience in Brazil. With the recent streaming war and the need to captivate the public’s attention, the video platform appeared to outperform other companies such as Netflix and Globoplay.
Segmenting a survey carried out by Inside Video this year, 21% of Brazilians consume audiovisual content online, while 79% stay on free-to-air or pay television. Of that 21%, 15% end up preferring free advertising-monetized platforms over subscription-based ones.
Thus, YouTube reaches the top of the list of digital consumption in Brazil, followed by Netflix, Globoplay, Prime Video, Twitch and Disney+. Although HBO Max and Star+ are not on the list, both have great advantages in having the right to broadcast sports competitions with high audience volume.
According to TV News findings from a Nielsen survey, Netflix still holds the top spot in the US. In the socioeconomic context, the largest consumers of online videos belong to class C (48%), followed by class AB (40%) and DE (12%).
With the arrival of new competitors for streaming and video platforms, brands are vying for space in advertising and experimenting with new models to attract audiences. In the years between 2019 and 2021, branded content shares in realities, for example, increased by 20%.
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