Video content reached 99% of Brazilians in 2022

Valeria Contado

March 8, 2023 – 06:00

Kantar Ibope Media analyzes video consumption and format coverage in 2022 (Credit: Pixinoo/shutterstock)

Kantar Ibope Media presented this Tuesday, the 7th, the 2023 edition of Inside Video, which assesses the behavior of home video consumption, as well as the variety of screens on which it is accessed. The research took into account data collected in 2022, through Panel 2.0, a technology that measures viewership through internet traffic and peoplemeter DIB 6, which identifies the TV audience.

With this, the institute measured that 99.6% of the population was reached by videos. According to the study, TVs – both regular and connected – are consumers’ favorite devices, with 90.4% of preferences, while smartphones represent 7.6% of consumption. Within these standards, more than 79% of household consumption time was devoted to linear television (open and pay TV) while 21.3% was devoted to online platforms.


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However, Director of Development and Operations at Kantar Ibope Media, Adriana Favaro, explains that the two formats are creating new consumption dynamics. “Options have created new dynamics and overlapping consumption; consumers do not have to choose between one and the other”. Putting it into numbers, Kantar identified that 19.6% of consumers watch linear television and also watch video on demand.

However, linear TV reaches 51% of the population in Brazil, reaching 91% of viewers during the month. In addition, the average time Brazilians spend watching linear TV is 5h16min.

Online video reach

Unlike linear television, online videos are more widespread in terms of devices, and this depends on the programming to follow. Therefore, Andrea suggests that, in addition to content, understanding the consumption of each platform is key to analyzing the performance of the experience.


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The study showed that most Brazilians (51%) spend more time watching online video and TV. Furthermore, VOD penetration increased by one percentage point from 2021 to 2022, reaching 40% of consumers.

In a range of streaming and advertising, 56% of Brazilians say they are ready Theaccept advertising on your stream if the subscription is cheaper.

Such behavior also affected advertisers. In 2022, video advertising investment represented 68% of revenue. The top 10 most valuable brands accounted for 71% of the investment.

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