Though television revenue grew to R$ 25.6 billion in 2023, a seismic shift is underway as streaming services now dominate the attention of younger Brazilians, signaling a media landscape where tradition and transformation are locked in a fascinating struggle for the future.
Key Takeaways
- In 2023, Brazil's television industry generated approximately R$ 25.6 billion in revenue, marking a 4.2% increase from 2022 driven by advertising and subscriptions.
- Globo Television held a 37% audience share in prime time slots across Brazil in Q4 2023, dominating free-to-air broadcasting.
- Pay-TV subscribers in Brazil reached 15.2 million households in 2023, representing 32% of total TV households.
- In 2023, Brazil's radio industry revenue totaled R$ 2.8 billion, primarily from advertising.
- There were 12,500 registered radio stations operating in Brazil as of 2023.
- Rádio Jovem Pan reached 25 million weekly listeners nationwide in 2023.
- In 2023, Brazil's newspaper circulation totaled 4.2 million copies daily across 300 titles.
- Folha de S.Paulo, largest newspaper, had 250,000 daily print circulation in 2023.
- O Globo newspaper reached 320,000 daily copies sold in Rio de Janeiro 2023.
- In 2023, Brazil's digital media sector revenue hit R$ 18.4 billion, up 15% YoY.
- 85% of Brazilians accessed online news daily via smartphones in 2023.
- UOL portal had 120 million monthly unique visitors in Brazil 2023.
- In 2023, total media advertising in Brazil reached R$ 35.7 billion, with TV at 43% share.
- Digital advertising overtook TV with R$ 16.2 billion spend in Brazil 2023.
- Out-of-home (OOH) ad revenue grew 11% to R$ 2.4 billion in 2023 Brazil.
Brazil's media industry thrives despite strong digital growth across all sectors.
Advertising
- In 2023, total media advertising in Brazil reached R$ 35.7 billion, with TV at 43% share.
- Digital advertising overtook TV with R$ 16.2 billion spend in Brazil 2023.
- Out-of-home (OOH) ad revenue grew 11% to R$ 2.4 billion in 2023 Brazil.
- Telecoms were top TV advertisers spending R$ 2.1 billion in 2023.
- Retail sector allocated 25% of ad budget to digital media in Brazil 2023.
- Programmatic ads accounted for 55% of digital display market 2023.
- Election advertising spend hit R$ 1.5 billion across media in 2022 Brazil.
- Social media ad revenue in Brazil was R$ 8.9 billion in 2023.
- Pharma industry boosted TV ads by 20% during 2023 health campaigns.
- Influencer marketing grew 28% to R$ 4.1 billion total value 2023.
- Print ad decline offset by 15% rise in magazine inserts 2023 Brazil.
- Google Ads revenue from Brazil estimated at R$ 12 billion in 2023.
- Auto sector spent R$ 3.2 billion on media ads across Brazil 2023.
- Native advertising on digital news sites rose 35% in 2023.
- Radio ad growth driven by FMCG brands at 6% YoY 2023.
- Video ads on YouTube generated R$ 2.5 billion for Brazilian brands 2023.
- E-commerce platforms like Magazine Luiza spent R$ 1.8 billion on ads 2023.
- CTV (connected TV) ad spend tripled to R$ 800 million in 2023.
- Beverage brands dominated Carnival media buys with R$ 900 million 2023.
- Addressable TV advertising reached 20% of premium inventory 2023.
- Financial services ad spend up 18% to R$ 2.7 billion in media 2023.
- DOOH (digital OOH) grew 25% capturing 40% of OOH market 2023.
- Gaming ads on Twitch and YouTube Gaming hit R$ 450 million 2023.
- 42% of total ad budget shifted to performance marketing in 2023.
- Beauty and cosmetics ads surged 22% on social media 2023 Brazil.
- Podcast sponsorships generated R$ 250 million in ad revenue 2023.
- Regional ad markets like Northeast grew 9% in radio/TV 2023.
- Branded content deals totaled R$ 1.2 billion across digital 2023.
- Sports sponsorships via media rights valued at R$ 4.5 billion 2023.
- Search engine ads (Google/Bing) were R$ 7.3 billion in Brazil 2023.
- Food delivery apps like iFood spent R$ 1.4 billion on digital ads 2023.
- TV ad GRPs during prime time averaged 1,200 for top campaigns 2023.
Advertising Interpretation
Brazil’s advertising landscape in 2023 was a masterclass in digital ascent and traditional adaptation, where social media and search engines captured the nation's attention and wallets, yet television, led by telecoms and pharmaceuticals, still commanded the living room with impressive scale, all while performance marketing, influencers, and even digital billboards quietly reshaped the rules of engagement.
Digital Media
- In 2023, Brazil's digital media sector revenue hit R$ 18.4 billion, up 15% YoY.
- 85% of Brazilians accessed online news daily via smartphones in 2023.
- UOL portal had 120 million monthly unique visitors in Brazil 2023.
- Social media video consumption reached 3 hours daily per user in Brazil 2023.
- Globo.com attracted 250 million monthly uniques as top news site 2023.
- Online video ad spend in Brazil grew to R$ 4.2 billion in 2023.
- WhatsApp dominated messaging with 99% penetration among internet users 2023.
- YouTube had 147 million users in Brazil, 70% of population in 2023.
- Instagram monthly active users reached 113 million in Brazil 2023.
- Digital news subscriptions grew 22% to 2.5 million in Brazil 2023.
- TikTok users exploded to 82 million monthly in Brazil 2023.
- Facebook still led social platforms with 130 million users in 2023 Brazil.
- Streaming audio like Spotify had 40 million paid subscribers in Brazil 2023.
- Online gaming media revenue was R$ 5.1 billion in Brazil 2023.
- 78% of internet users in Brazil consumed news via social media 2023.
- Netflix had 17 million subscribers in Brazil as of 2023.
- Digital display ad market share was 45% of total digital spend 2023.
- LinkedIn users in Brazil totaled 65 million professionals in 2023.
- Podcast listeners reached 44 million monthly in Brazil 2023.
- E-commerce live streaming sales via digital media hit R$ 2.8 billion 2023.
- Twitter (X) had 24 million users in Brazil with high news engagement 2023.
- Online news video views surged 30% to 15 billion monthly in 2023.
- Disney+ gained 8 million Brazilian subscribers by end 2023.
- Mobile internet penetration for media was 95% in urban Brazil 2023.
- Influencer marketing on digital platforms valued at R$ 3.5 billion 2023.
- 52% of Brazilians paid for digital news content in 2023 surveys.
- Amazon Prime Video had 12 million users in Brazil 2023.
- Programmatic ad buying took 60% of digital media spend 2023.
- Snapchat users grew to 25 million young Brazilians in 2023.
- Digital media employment reached 150,000 jobs in Brazil 2023.
Digital Media Interpretation
In Brazil, the digital media landscape of 2023 reveals a nation surgically attached to its smartphones, where news travels via WhatsApp, entertainment streams for hours, and everyone from Globo to TikTok is vying for a slice of that booming R$18 billion revenue pie.
Print Media
- In 2023, Brazil's newspaper circulation totaled 4.2 million copies daily across 300 titles.
- Folha de S.Paulo, largest newspaper, had 250,000 daily print circulation in 2023.
- O Globo newspaper reached 320,000 daily copies sold in Rio de Janeiro 2023.
- Brazil's print media ad revenue fell 12% to R$ 1.8 billion in 2023.
- Estadão (O Estado de S. Paulo) printed 180,000 copies daily in 2023.
- Magazine circulation in Brazil was 15 million monthly units in 2023.
- Veja magazine led with 850,000 weekly copies circulated in 2023.
- 45% of Brazilian newspapers adopted digital-first strategies by 2023.
- Correio Braziliense had 120,000 daily circulation in Brasília region 2023.
- Print media employment dropped to 28,000 journalists in Brazil 2023.
- Zero Hora newspaper in Porto Alegre sold 140,000 copies daily 2023.
- Superinteressante magazine reached 200,000 monthly readers in science niche 2023.
- Newsprint imports for Brazil totaled 250,000 tons in 2023.
- Diário de Pernambuco, oldest daily, printed 80,000 copies in Northeast 2023.
- Print ad pages declined 18% YoY to 1.2 million in Brazilian mags 2023.
- 62% of print revenue now from subscriptions in top Brazilian dailies 2023.
- Quatro Rodas auto magazine had 150,000 circulation monthly 2023.
- Regional newspapers accounted for 70% of total print circulation 2023.
- CartaCapital weekly reached 90,000 political readers in 2023.
- Print media recycling rate in Brazil hit 88% of waste in 2023.
- Jornal do Brasil digital-print hybrid sold 50,000 combined 2023.
- Época magazine circulation was 120,000 weekly before digital pivot 2023.
- 35% drop in newsstand sales for magazines since 2019 to 2023.
- A Tarde newspaper in Salvador had 70,000 daily copies 2023.
- Production costs per newspaper page averaged R$ 15 in Brazil 2023.
- 1,200 newspaper titles operated in Brazil as of 2023 census.
- IstoÉ weekly magazine printed 160,000 issues in 2023.
- Print media market shrank 9.5% to R$ 3.2 billion total 2023.
- O Povo in Fortaleza circulated 95,000 daily copies 2023.
- Caras celebrity magazine led glossies with 300,000 monthly 2023.
Print Media Interpretation
While Brazil's top newspapers still command hundreds of thousands of loyal readers in print, the industry is rapidly learning that its survival depends more on digital subscriptions and recycling old newsprint than on printing new ad pages.
Radio
- In 2023, Brazil's radio industry revenue totaled R$ 2.8 billion, primarily from advertising.
- There were 12,500 registered radio stations operating in Brazil as of 2023.
- Rádio Jovem Pan reached 25 million weekly listeners nationwide in 2023.
- FM radio dominated with 78% listenership share over AM in Brazil 2023 surveys.
- Advertising on Brazilian radio grew 3.7% to R$ 2.1 billion in 2023.
- 92% of Brazilians aged 16+ listened to radio at least weekly in 2023.
- Band FM had 15 million monthly listeners in major cities in 2023.
- Community radio stations numbered 4,200 in Brazil by end of 2023.
- Rádio Gaúcha led regional news radio with 8 million annual reach in South Brazil 2023.
- Digital radio streaming via apps reached 35 million users in Brazil 2023.
- 65% of car drivers in Brazil tuned into radio daily during commutes in 2023.
- Transamérica FM network covered 1,200 municipalities with 40 stations in 2023.
- Radio news programs accounted for 22% of total airtime in Brazil 2023.
- Itatiaia, Brazil's oldest radio station, had 5.2 million listeners in Minas Gerais 2023.
- Radio ad spots cost averaged R$ 1,200 during peak hours in São Paulo 2023.
- 48% of Brazilian youth (16-24) discovered music first via radio in 2023 surveys.
- Public radio funding from federal sources was R$ 150 million in 2023.
- Rádio Sociedade da Bahia reached 3.8 million in Northeast Brazil 2023.
- DAB digital radio trials covered 10% of urban Brazil population in 2023.
- 71% of rural Brazilians relied on radio as primary news source in 2023.
- Rádio 105 FM in Porto Alegre had top ratings with 12% share 2023.
- Brazilian radio exports of content generated R$ 50 million internationally 2023.
- 82% of radio listening occurred in-car or at home in Brazil 2023.
- Rádio Clube do Paranoá led in Brasília with 2.1 million listeners 2023.
- Sports radio programming surged 15% in listenership during 2023 Carnival.
- Rádio Metrópole in Salvador averaged 1.5 million daily tunes 2023.
- 55 million Brazilians used radio apps monthly in 2023.
- Rádio Cultura FM São Paulo had 4.2 million cultural listeners 2023.
- AM radio stations declined by 8% since 2019, totaling 1,800 in 2023.
- Radio revenue per listener was R$ 0.45 annually in Brazil 2023.
- Rádio 730 in Goiânia topped local charts with 1.8 million reach 2023.
Radio Interpretation
Brazil's radio industry hums along as a R$2.8 billion behemoth, proving that while 12,500 stations might be broadcasting, the nation is still very much tuned in, with an astonishing 92% weekly listenership ensuring that even in the digital age, the communal pulse of the airwaves remains the country's most reliable and wired-in heartbeat.
Television
- In 2023, Brazil's television industry generated approximately R$ 25.6 billion in revenue, marking a 4.2% increase from 2022 driven by advertising and subscriptions.
- Globo Television held a 37% audience share in prime time slots across Brazil in Q4 2023, dominating free-to-air broadcasting.
- Pay-TV subscribers in Brazil reached 15.2 million households in 2023, representing 32% of total TV households.
- In 2022, Brazil had 142 million television sets in use, with 85% being digital-ready.
- Record TV captured 18.5% of national audience share in 2023, second to Globo in overall viewership.
- Streaming services overtook traditional TV viewership among 18-34 year-olds in Brazil, with 62% preference in 2023 surveys.
- Brazil's public broadcaster EBC reached 40 million unique viewers monthly via TV in 2023.
- Advertising spend on Brazilian TV grew by 5.1% to R$ 15.4 billion in 2023.
- SBT network averaged 8.2% daily audience share in urban areas of Brazil during 2023.
- 72% of Brazilian households subscribed to cable or satellite TV services as of 2023.
- Brazil's TV sports broadcasting rights for FIFA World Cup 2022 generated R$ 1.2 billion in revenue.
- Local content production on Brazilian TV accounted for 85% of airtime in 2023.
- TV news programs like Jornal Nacional reached over 30 million viewers per episode in 2023.
- Digital terrestrial TV coverage reached 95% of Brazilian municipalities by end of 2023.
- Band TV's audience share stood at 4.1% in 2023, focusing on niche programming.
- Brazilian telenovelas exported generated R$ 800 million in foreign sales in 2022.
- 55% of Brazilians watched TV daily for over 4 hours in 2023 surveys.
- RedeTV! held 1.8% market share in national TV ratings for 2023.
- TV subscription penetration in Northeast Brazil was 28% in 2023.
- Globo's investment in original TV content was R$ 7.5 billion in 2023.
- 68% of prime-time TV ad slots in Brazil were sold to consumer goods brands in 2023.
- Brazil's TV market saw 2.3 million new smart TV activations in 2023.
- Audience migration to OTT platforms reduced linear TV viewership by 12% YoY in 2023.
- Public TV funding from Brazil's government totaled R$ 1.1 billion in 2023.
- 41% of Brazilian TV viewers used second screens during programming in 2023.
- TV novela production costs averaged R$ 500,000 per episode for major networks in 2023.
- São Paulo metro area had 10.5 million TV households in 2023.
- TV election coverage in Brazil 2022 reached peak audiences of 45 million viewers.
- 76% of rural Brazilian households had TV access via satellite in 2023.
- Rede Bahia, Globo affiliate, led regional TV ratings with 45% share in 2023.
Television Interpretation
Even as streaming reshuffles the deck for the young, Brazil's television industry, led by its iconic telenovela titan Globo, remains a colossal and cash-rich colossus, proving that in a nation of passionate viewers, the big screen—whether paid, public, or free-to-air—still commands the spotlight and the lion's share of the advertising real.
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