2024-02-29 12:53:00
YouTube remains one of Brazilians’ favorite platforms for consuming videos, according to statistics released by Kantar Ibope Media. Between January and December 2023, the service dominated the segment in terms of audience with 16.1% of the total share among other online video providers.
The service’s share is greater than the share of the other platforms combined. Netflix, the largest streaming company for films, series and other subscription content in the world, came in second place with just 4.3% share. The podium is completed by TikTok which, despite being a worldwide craze, had share of 3.9%.
It is worth noting that, although online video consumption is smaller than the share of linear TV, the YouTube registered double the audience of pay TV, second only to open television. According to Kantar Ibope Media, the trend is for the online platform’s numbers to grow even more with the popularization of Connected TV.
Data released by YouTube on February 20 indicates that users watch more than 1 billion hours of content daily on a TV, leading creators to rethink the way they create their content beyond cell phones, tablets and PCs.
It is possible to compare the new data with statistics for the year 2022. In the previous Ibope report, consumption of online video platforms was just 21%, while linear TV dominated the share audience with 79%. In one year, consumption of online video services gained five percentage points.
Open TV remains a national preference. Corroborating the aforementioned data, the Brazilian Institute of Geography and Statistics (IBGE) recently released a survey that points to free-to-air as the main means of video consumption in Brazil.
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