O YouTube recorded a significant jump in the audience for connected televisions in Brazil, with growth of 21% in the last 12 monthsaccording to data from CPV (Cross Platform View). This advance placed the Google platform at the top of streaming preferences in the country, reaching 11.9% of the audience on television. The performance surpasses traditional brands such as SBT, with 9,4%and approaches Record, which registered 14,1% in the same period.
Even with Globo still leading the open TV segment with 39,4%the broadcaster has faced consecutive declines since the second half of 2024, according to data revealed by the portal TV News.
Vice-leadership in overall video consumption
When considering total video consumption — including smartphones, tablets and other connected devices — YouTube has established itself as the national vice-leadercom 18.5% of Brazilians’ preferencebehind only Globo, which leads with 34,5%.
Data collected by TV News reinforce the relevance of the platform in the daily lives of Brazilians. The time dedicated to YouTube already represents almost one fifth of the hours that consumers spend in front of screens at home, capturing more of the half of the total audience of online platforms.
Impact on the advertising market
YouTube’s growth is not limited to its audience. He is also transforming the advertising market in Brazil. In the second quarter of 2024, for the first time, investments in digital media surpassed those in open TV. Google’s annual revenue in Brazil already exceeds R$20 billionleaving behind Globo, which adds R$16 billion in recipes.
Another important milestone was the acquisition of Brazilian Championship broadcasting rights from 2025, challenging Globo’s dominance in the sports segment. In a statement, Google highlighted that “more people watch YouTube weekly than the top five free-to-air TV stations combined.”
Reactions and the future of digital consumption
YouTube’s statement generated reactions from Globo and ABERT (Brazilian Association of Radio and Television Broadcasters), which questioned the data presented by the platform. Even so, YouTube’s growth reflects a structural change in content consumption behavior in Brazil.
Patrícia Muratori, director of YouTube in Latin America, commented on the evolution of the platform:
“We monitor the behavior of Brazilian consumers to offer diverse content that can be accessed on any device.”
Muratori also stated that YouTube will continue to invest in democratizing access to quality content, reinforcing its commitment to innovation and user experience.
The change in Brazilian habits
With its strong presence in Brazilian homes and the growing preference for video consumption, YouTube is not only consolidating itself as a leader in streaming, but also redesigning the dynamics between digital platforms and traditional broadcasters. This advance points to a scenario where the competition for Brazilians’ attention will be increasingly fierce, both on television screens and mobile devices.
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Source: https://www.hardware.com.br/noticias/youtue-guerra-audiencia-globo.html
