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Netflix takes the beating of Open TV in audience in Brazil; see search

Imagem de: Netflix toma surra da TV Aberta em audiência no Brasil; veja pesquisa

If we asked you if you think Netflix and other streaming services attract more audiences than broadcast TV, what would you say? If you guessed that online content platforms have already surpassed open television channels in terms of audience, or that both media would be on an equal footing, we are sorry to inform you that you made a big mistake.

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At least, that’s what a survey by Kantar IBOPE Media says, which launched a service called Cross Platform View (CPV). Through the tool, it is possible to measure the audience of Linear TV (open TV and cable TV), video on demand (VOD) and streaming services on all devices located in Brazil. When comparing the media, therefore, the CPV revealed, in one of its most recent studies, that free-to-air TV continues to take a toll on its competitors in our country.

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The study analyzed the month of December 2022 and brings the average audience percentage during the period. The 15 metropolitan regions measured by Kantar IBOPE Media through TV sets, connected or not (excluding tablets, notebooks and smartphones) are present in the survey.

Check out the surprising result:

Most people consumed open TV and cable TV during the last month of the year, according to a CPV studySource: Kantar IBOPE Media

As the graph shows, 86.8% of the public consumed open TV (75.7%) and cable TV (11.1%), while only 13.2% only connected to streaming platforms, which were divided, in the survey, into online video platforms (AVOD/SVOD), with a 5.6% share, and video sharing services, with a share of 7.6%. YouTube (7.6%), Netflix (4.2%), GloboPlay (0.54%) and Amazon Prime Video (0.45%) were the services that stood out the most in the document.

To measure, CPV has an additional feature on its panel, called focal meter, which is installed directly on home routers to measure online video consumption and provide comparable metrics for audience analysis.

Is Netflix doing bad?

Despite still losing, and a lot, to television, Netflix, the largest streaming service in the world, continues to have an excellent share of the audience when it comes to online video platforms only. According to a company earnings report for the last quarter of 2022, the brand has grown more than expected and remains the leader in engagement, revenue and profits – even so, the brand intends to charge for password sharing soon.

No wonder, the end of 2022 marked the arrival of important titles for Netflix, such as, for example, Wandinhawhich became the third most popular and watched series in the service’s history; Glass Onion: A Knives Out Mystery, which features a star-studded cast of Hollywood; and Harry and Meghanwhich became the second most successful documentary series on streaming.

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In November, the red giant also launched its cheaper monthly plan, which relies on ads and lower playback quality. As a result, the company ended last year with 231 million subscribers worldwide, $32 billion in revenue and $1.6 billion in cash flow. Not bad, is it?

But the questions that remain are: How much more does Netflix need to grow to rival television anyway?

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