Vehicles changed the way they audit their sales; online portfolio of the 11 newspapers analyzed reached 2.058 million
Survey of Poder360 with data from the (Instituto Verificador de Comunicação) and shows that, among 11 newspapers analyzed on their digital platforms, 5 registered an increase in the number of subscribers in 2025. The advance, however, was driven by Folha de S.Paulo e State of S. Paulowho claimed to have gained 60,757 and 29,030 subscribers, respectively, last year.
A Sheet went from 813,115 to 873,872 subscribers – an increase of 7.5%. THE Estadão rose from 389,466 to 418,496, with the same percentage increase. There is, however, a relevant similarity between the publications: both no longer had their data audited by IVC and hired PwC. THE Poder360 did not have access to detailed information on how the audit of these publications is carried out.
Combined, the 11 newspapers selected reached 2,058,571 subscribers in 2025 – an increase of 4.6% compared to 1,968,698 in December 2024. Of the total, 6 registered a reduction: Valor, Zero Time (RS), State of Minas (MG), O Tempo (MG), Extra (River) and O Popular (Goiás).
A Sheetaudited by PwC, leads the digital circulation ranking, with 873,872 digital subscribers. THE Estadão, O Globo e Valor come next, with 418.5 thousand, 378.5 thousand and 126 thousand, respectively. Next appears the Zero Hour (RS), com 104,3 mil.
Despite the progress, it is important to note that Brazil has 213.4 million inhabitants. The 11 newspapers analyzed have a total of 2,058,571 digital subscribers. This is equivalent to just 0.96% of the population.
Furthermore, from 2023 onwards, the IVC introduced an accounting methodological change: it allowed newspapers to consider as subscribers those who pay at least R$1.90. Previously, the rule was different: the subscription was only counted if it was equivalent to at least 10% of the vehicle’s total purchase price at the newsstand for 30 days.
In this way, the main Brazilian daily media outlets expanded their declared subscriber portfolios, especially in the online versions. In the graph above, a significant increase in subscribers to the Folha de S.Paulo. In practice, these microsubscription subscribers already existed. But, from 2023 onwards, they began to be publicized and there was an impression of growth – something that, in practice, did not occur.
METHODOLOGY
IVC carries out audits of companies independently, according to procedures specified in the institute’s technical standards. To audit the printed matter, it uses publication circulation metrics. In digital terms, it considers printed and electronic documents that prove the existence of the edition, in addition to subscriber registration data. The entity is maintained through monthly fees paid by associated companies.
No case from PwC, either Poder360 did not have access to detailed information on how the audit of the Estadão and from Sheet. There is also no information about the accelerated growth of the two publications in the digital version.
