The platforms of streaming began to demonstrate all their power in the audience. According to Globo, Brazil's largest broadcaster, the data belong to the company Kantar Ibope Media, leader in research and data collection throughout Latin America. In the same survey, the broadcaster appears to be losing audience in five Brazilian cities.
Globo loses audience in Brazilian cities
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On the TV Pop website, they demonstrated that the result of the research showed Globo's loss to these five cities in Brazil. Among the cities are Palmas (Tocantins), Tangará da Serra (Mato Grosso), Chapecó (Santa Catarina), Marabá (Pará) and Sinop (Mato Grosso). Especially in Palmas and Tangará, Globo has lost more than 50% of its audience within the last three years.
In these cities, streaming has shown an increase in most households and has the potential to gradually conquer space. Even if the drop is perceived, we still cannot say that Globo is losing favoritism, as it still has audience dominance in more than 70 cities.
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The audience is measured by Ibope points, as stated. Each Ibope point is equivalent to 268,000 homes, with an average of 2.7 residents for each of these locations. The survey considers any and all electronic devices that have access to the channels, be it a television or a smartphone.
Altogether, Globo won 17.7 points from Ibope to be considered leader in these 71 cities. Next, in the ranking of broadcasters, SBT presented the Ibope of 4 points and, in third position, Record appears with 3.9 points of the Ibope in the survey.
Surpassing SBT and Record, streaming ranks second overall across Brazil. Amazon Prime Video, Netflix, Disney+ and HBO Max, together, managed to reach 9.7 points in 2022, a growth of 7% compared to the year 2021. This growth in the audience of streaming platforms is expected in the domestic market.
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