With widespread connectivity and per-person streaming subscription rates approaching that of the US, China, and Mexico, Brazil presents abundant opportunity for streaming platforms. 

Brazil is a dominant force in Latin America’s growing streaming landscape. Brazilians subscribe to an average of 3.4 video streaming platforms per person and have no shortage of quality regional and international content to vie for their attention.

Understanding Brazilian consumer behavior is instrumental in giving them what they want: personalization, authentic connection, and a good deal.

A COST-CONSCIOUS AUDIENCE

Compared to other Latin American countries, Brazil’s subscription video-on-demand numbers are at the top of the pack. The country accounts for almost a third of the entire region’s 83 million SVOD subscribers. And this number is expected to climb, landing Brazil with around 40 million SVOD users by 2027. But that comes with an important caveat: Brazilians are highly likely to cancel subscriptions if they’re too costly. 

One 2023 survey indicated 58% of Brazilians had canceled SVOD subscriptions, with 40% citing cost as the primary factor. Brazilian consumers generally prefer free or ad-supported models, and share login credentials with family and friends as a cost-saving measure. While paid subscription options experience moderate success in this region, the desire for cheaper (or free) subscription tiers is growing.

PREFERENCES IN HOW TO ENGAGE

Brazilians spend an average of four hours daily watching television – broadcast or streaming – much of which occurs on mobile devices. While a number of international streaming giants have grabbed up a portion viewership (Netflix and Amazon Prime lead the pack), Brazil’s own Globoplay is a significant connection point for most Brazilian viewers. With its large content library (a blend of global and local titles) and free-with-ads subscription options, Globoplay is accessible for a wider Brazilian audience. 

YouTube ranks as the second-most visited website in Brazil (behind Google’s search engine) and accounts for 1.42 billion visits per month. As the top digital platform in Brazil, YouTube’s popularity shows a marked preference for user-generated content and on-demand video consumption by Brazilian consumers. This makes YouTube a key channel for streaming companies’ Brazil advertising strategy.

AN APPETITE FOR DIVERSE CONTENT

Wondering what exactly Brazilians are watching? The viewer profile is diverse, but futebol is a good place to start. Fans in Brazil must turn to Sling TV or Fanatiz to stream games live, when not available on local channels.

Brazilians show a marked interest in horror. 7.3% of the demand in this market goes to this genre, higher than other global markets. Viewers also show a preference for reality television – Big Brother Brasil is a fan favorite – and the talk show format thrives. A blend of Mexican soap operas (or telenovelas) and Japanese doramas are also popular, demonstrating Brazilians’ willingness to consume dubbed (and subtitled) content.

CONNECTION MADE PERSONAL

Personalization is paramount for Brazilian consumers. This audience values personalized shopping experiences for retail products – and the desire to feel special and appreciated carries over into their streaming preferences too. Tailored content recommendations and user experiences enhance viewer engagement and loyalty.

As one of our local digital experts says, “Brazilians love to feel connected. Understand Brazilians, understand the culture. Talk with them – not to them.” When music and television streaming platforms use Brazilian culture as inspiration for ads and embrace the local language, slang, memes, and celebrities, consumers notice – and appreciate it. 

To win the hearts of your Brazilian audience, you’ll need to approach advertising with an exquisitely localized user experience. One way to strike the right note: influencer marketing. Brazil is home to one of the largest and most active social media markets in the world. And influencers play a pivotal role in brand perception and purchasing decisions. Partnering with popular local faces can be a key pathway to building locally-flavored intrigue and trust in your platform.

FINAL THOUGHT

Brazil’s streaming landscape is reflective of the broader global experience in many ways: consumers are on the hunt for varied content and engage with many of the same platforms that are successful domestically. While local content isn’t the top priority with this audience, standard campaigns won’t woo Brazilian audiences, who crave authentic connection. To drive engagement and hold onto subscribers, you’ll want to hone your localization to reflect true understanding and appreciation of Brazilian culture, while aiming to keep costs low for this price-sensitive consumer base.