Services invested R $ 2 billion in advertising on open TV to win public in 2024
The streaming platforms reached historic mark in Brazil in December 2024, winning 20.1% of the country’s total audience, as published by this Monday (27.jan.2025).
According to the publication, which cites data from Kantar Ibope, YouTube dominates the 12.6% stake segment, followed by Netflix with 4.6%. Globoplay appears in third place, with 1.1% of the audience.
Expressive growth is directly linked to the volume of investments in advertising. According to a tunad survey quoted by Sheetthe platforms allocated R $ 2 billion for open television publicity over 2024.
Globoplay led advertising investments, applying about $ 1 billion in campaigns, especially in its partner broadcaster, TV Globo. Disney+ has invested R $ 322 million, concentrating funds in strategic periods such as March and December, while Max allocated R $ 274 million for advertising.
Netflix and Amazon Prime Video kept more conservative strategies, with investments of $ 29 million and $ 28 million, respectively. YouTube, a leader in audience, did not hold advertising campaigns at major broadcasters.
Despite the advance of streaming, traditional television maintains a dominant position in the Brazilian market. Open and subscription channels still have 79.9% of the total audience, and only open TV represents 71.1% of this percentage.
The research considered the 15 main metropolitan regions of Brazil, revealing that 2 out of 10 viewers with television already consume content primarily via streaming.
