2024-10-10 22:20:00
For the first time in history, the YouTube surpassed the audience of the main open TV stations in Brazil, including Globo, SBT, Record, Band e RedeTV!. According to a recent survey by Kantar Ibopepresented during a Google event in São Paulo, more Brazilians are watching YouTube than each of these television networks.
YouTube already has more Ibope than open TV
The data was collected by the Target Group Index (TGI), an independent study carried out with 24 thousand Brazilians over 18 years of age. The research shows that, during the week, there are more adults consuming content on YouTube than on the five main open TV channels in the country. This change marks a significant turn in media consumption in Brazil.
Furthermore, YouTube consolidates itself as the Brazil’s main digital platform in the same age group, indicating that the habit of watching videos on the internet is increasingly replacing traditional TV consumption.
An impressive fact is that 75 million Brazilians watch YouTube directly on TV connected to the internet, according to internal information from the platform. This number exceeds the 73 million viewers who still follow open TV channels. This data highlights the growing presence of YouTube in the living rooms of Brazilian families.
Patrícia Muratori, director of YouTube for Latin America, highlighted that these numbers reflect a democratization of content. YouTube allows users to watch what they want, when and where they prefer, whether at home or anywhere else.
I see images of people taking the TV out onto the balcony to watch YouTube while having a barbecue, for example. This is a revolution, and we want the market to understand this change”, he commented.
Muratori also mentioned that Brazil is the second largest producer of video podcasts for YouTube in the world, which reinforces the country’s role as one of the main consumers and creators of digital content.
To further increase its audience, YouTube has invested in live sports broadcasts. The platform announced the acquisition of broadcasting rights for 38 games do Brazilian Championship between 2025 and 2027in partnership with Liga Forte Futebol. The broadcasts will be made by CazéTV, a channel run by influencer Casimiro.
All sponsorship quotas for Brasileirão broadcasts have already been closed, with major brands such as Casas Bahia, Claro, Hypera, McDonald’s, PagBank, Stellantis and Unilever participating in the project.
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