2023 Insights - Full Year

Brazil television and streaming market share analysis 2023: TV Globo, Netflix, HBO CBS and Record TV.

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Presented below is the section for Brazil from The Global Television Demand Report.

Brazil genre and subgenre preferences

• Brazil was the most horror-loving market in this report, giving 7.3% of demand for all shows to the horror genre.
• The talk show format was notably successful in Brazil where it attracted a 3.8% share of demand for the year, which is a larger share of demand than in any other market in this report.
• Despite the popularity of several local reality shows like Big Brother Brasil, Brazilian audiences gave the smallest share of demand (9.6%) to the reality genre in 2023 of markets in this report.

• The performance subgenre was uniquely popular in Brazil where it accounted for 2.9% of demand in 2023, a higher share than in any other market in this report.
• Travel content failed to resonate with Brazilian audiences in 2023. Travel series made up 1.7% of all titles but only drove 0.3% of demand for shows in Brazil.
• Both the teen and suspense subgenres made up a larger share of demand in Brazil than in any othermarket in this report (2.2% and 1.5% respectively).

Brazil originals share of demand and demand distribution

• TV Globo series made up the largest share of demand in Brazil by original channel (11.2%) beating out even Netflix (7.9%).
• Original content from two other local channels ranked in the top ten by demand share in 2023. Record TV and SBT had a 4.2% and 3.2% share of demand respectively.
• Content from The CW fell out of favor with Brazilian audiences this year. The share of demand for original series from the CW was down to 2.2% from 2.7% last year.

• Despite the low share of demand for the reality genre in Brazil, the local version of the Big Brother franchise ranked as the 20th most in-demand show for the year with 19.2 times the average series demand.
• High demand for horror content in Brazil helped American Horror Story to rank higher in Brazil than in any other market in this report.
• The Brazilian telenovela, Terra E Paixão, premiered in May and reached 14.5 times the average series demand for the year.

Top series in Brazil

Here are the top 20 most in-demand series in 2022 in Brazil across all platforms:

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2022 Insights - Full Year

Brazil television and streaming market share analysis 2022: TV Globo, Netflix, HBO, CBS, and Record TV.

Please subscribe to DEMAND360^LITE to access the latest version of The Global Television Demand Report and to discover the latest content analytics and trends for TV series on cable, broadcast, OTT and SVOD streaming platforms around the world.

Fill this form and don't miss our next Parrot Analytics LIVE webinar!

Presented below is the section for Brazil from The Global Television Demand Report. Enjoy!

Brazil genre and subgenre preferences

• Brazilian audiences gave a high share of demand for factual/news content. 3% of demand for all series was for this genre, the highest demand share in this report.
• With a 7.0% share of demand for the variety genre, Brazil had the largest share of demand for the variety genre of markets in this report and nearly twice the global share of demand for the genre (3.6%).
• Despite the popularity of several local reality shows like Big Brother Brasil, Brazilian audiences gave the smallest share of demand (7.0%) to the reality genre in 2022 of markets in this report.

• Brazil was one of three markets in this report where anime was the most in-demand subgenre of 2022, along with Germany and France.
• Soap operas were the second most in-demand subgenre in Brazil for the year. This was a higher rank for this subgenre than in most markets.
• Fantasy drama ranked as the eighth most in-demand subgenre in Brazil in 2022. This was the subgenre’s highest rank in this report. It was also the eight most in-demand subgenre in Canada and Italy.

Brazil originals share of demand and demand distribution

• TV Globo series made up the largest share of demand in Brazil by original channel (10.8%) beating out even Netflix (7.5%).
• Content from The CW was popular in Brazil where its shows accounted for 2.7% of total demand for series in 2022. This is the channel’s largest share of demand across markets in this report.
• Fox series struggled to break through in Brazil compared to other markets. The channel’s share of demand was only 2.4% here, it’s lowest share in this report.

• Despite the low share of demand for the reality genre in Brazil, the local version of the Big Brother franchise ranked as the 17th most in-demand show for the year with 17.41 times the average series demand.
• Grey’s Anatomy has found fans in Brazil. The US medical drama was the sixth most in-demand show in Brazil in 2022, its highest rank in this report.
• The Brazilian version of MasterChef was the most in-demand show from Rede Bandeirantes. It had 17.05 times the average series demand for the year.

Top series in Brazil

Here are the top 20 most in-demand series in 2022 in Brazil across all platforms:

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2021 Insights - Full Year

The leading SVOD platforms in Brazil 2021: Netflix, Amazon Prime Video, Disney+, Hulu, HBO Max and more.

Please subscribe to DEMAND360^LITE to access the latest version of The Global Television Demand Report and to discover the latest content analytics and trends for TV series on cable, broadcast, OTT and SVOD streaming platforms around the world.

Presented below is the section for Brazil from The Global Television Demand Report. Enjoy!

Brazil digital original genre and subgenre preferences

• Brazil is tied with Canada as the most horror-loving market in this report. Both markets gave a 3.1% share of demand to the horror genre in 2021.
• Brazil had the second largest share of demand for digital original action/adventure series in this report. The18.3% share of demand for the genre was exactly the same share of demand audiences gave to the genre in Brazil last year.
• Brazil had the second largest share of demand for original reality series, behind only the reality-loving American market in this report. Brazilians’ share of demand for the genre increased to 4.6% this year from 2.8% in 2020.

• Superhero series was the most in-demand digital original subgenre in Brazil for the year. It had a strong lead over the second ranked subgenre, sci-fi drama, which had 25% less demand than superhero series in 2021.
• Competition reality was uniquely successful subgenre in Brazil this year. It ranked as the 7th most in-demand subgenre for the year. Brazil was the only market in this report where a reality subgenre ranked in the ten most in-demand.
• The life story subgenre was the 8th most in-demand subgenre in Brazil in 2021. This is the highest rank for the subgenre in this report, which it also achieved in Mexico.

Brazil platform demand share and digital originals demand distribution

• Brazilians gave a larger share of demand to originals from HBO Max than any other market in this report. The 9.0% of demand for HBO Max originals was well above the global share of demand for this platform’s content–5.0%.
• Hulu had the largest share of demand for its originals in Brazil of markets in this report but its share of demand has been significantly squeezed at the end of the year, shrinking to 7.8% in December 2021.
• It has been a tight race between Apple TV+, HBO Max, and Hulu for demand share in Brazil. At the start of the year Hulu had the largest share of demand; by mid-year HBO Max was in the lead; at the end of the year, Apple TV+ had the largest demand share of the three platforms

• Brazil was one of two markets in this report (along with Mexico) where WandaVision was the most in-demand digital original of 2021. It had 22.05 times the average series demand in Brazil this year.
• High demand for reality series like Soltos em Floripa, RuPaul’s Drag Race All Stars, and Legendary helped make Brazil one of the most reality-loving markets in this report. These three series ranked higher in Brazil than in any other market in this report (13th, 15th and 48th respectively).
• Bridgerton found an especially strong base of fans in Brazil. With 13.45 times the average series demand, the show had higher demand in Brazil than in any other market globally this year.

Brazil platform demand share for drama and action/adventure digital originals

• In Brazil, original series from Hulu accounted for 12.4% of demand in the drama genre this year. Brazil was the only market in this report where Hulu’s originals had the second largest share of demand for original dramas behind Netflix.
• Amazon Prime Video’s dramas noticeably underperformed in Brazil this year. The 8.9% of demand for digital original dramas that was for an Amazon original was the platform’s smallest share across markets in this report and well below its global share of demand in the drama genre, 13.0%.
• Dramas from Apple TV+ accounted for 9.9% of demand for original dramas in Brazil. This was the only market where the share of demand for Apple TV+ surpassed Amazon Prime Video in this genre.

• Action/adventure originals from HBO Max found their greatest success in the Brazilian market where they accounted for 21.8% of demand for action/adventure originals this year, nearly overtaking Netflix, which had a 22% share in the genre.
• However, following the success of Disney+ in the action/adventure genre, HBO Max is in a considerably weaker position this year. At several points in 2020, HBO Max had the largest share of demand for action/adventure originals in Brazil. That has not happened this year, where it has been battling Netflix for second place.
• Amazon Prime Video has lost significant demand share for its action/adventure originals. In 2020 its originals made up 16.3% of demand in this genre. In 2021 its share has shrunk to 9.8%.

Top digital original series in Brazil

Here are the top 20 most in-demand streaming original series in 2021 across all platforms:

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2021 Insights - Q1

Parrot Analytics Genre Trend reports reveal which genres and subgenres appealed to a market's audiences the most during the quarter.

The key questions investigated in this report include:

1. Which genres are most in-demand for Brazilian audiences this quarter?

2. How do genre trends in Brazil compare to global trends for the quarter?

3. Which subgenres are most in-demand for Brazilian audiences this quarter?

4. For only digital original series, what genres are most demanded by Brazilian audiences this quarter and how is this different to the overall shares?

For all titles, which genres are Brazilian audiences demanding most?

• Over the three months studies, Brazilian audiences expressed the most total demand for series in the drama genre. 40.6% of demand expressed was for series in this genre. The overall most demanded drama series in this period is ABC’s Grey’s Anatomy.

• With 15.2%, comedy series are the second most in-demand genre. The Brazilian comedy series most demanded by Brazilian audiences over these months is Multishow’s sitcom Vai Que Cola.

• Series in the reality genre have 8.6% of Brazilian demand, just outpacing children’s content which has a 8.4% share of demand. RecordTV’s A Fazenda is the most demanded reality series in Brazil over November 2020 to January 2021.

How do Genre Demand Shares in Brazil compare to global trends?

• Compared to global genre demand shares, Brazilian audiences have relatively more demand for variety series in these three months. The 6.4% share for this genre is +2.1% higher than the worldwide average demand share of 4.3%.

• This is driven by highly demanded local variety series like SBT’s The Noite Com Danilo Gentili and RecordTV’s Hora Do Faro.

• The documentary genre has around half the demand share in Brazil as it does globally. However, individual documentary series are still attracting the attention of Brazilian audiences like National Geographic’s Cosmos: Possible Worlds.

For all titles, which subgenres are Brazilian audiences demanding most?

• Although drama is the largest genre by demand in Brazil, the largest subgenre is the comedy subgenre sitcom.

• Four drama subgenres are present in Brazil’s ten most demanded. Crime drama is most demanded drama subgenre, followed closely by telenovela. While crime drama ranks lower in this market than it does globally, telenovela ranks eighth globally and third in Brazil.

• Brazilian audiences enjoy series in the competition reality subgenre. This subgenre is the only one in this chart that is not also one of the worldwide top ten subgenres between November 2020 to January 2021.

For digital original titles, which genres are Brazilian audiences demanding most?

• The most striking difference from the overall Brazilian series market is in the action and adventure genre. In the digital original space, this genre accounts for 18.7% of demand, +12.0% more than the overall Brazilian share of 6.7%. Many streaming platforms have invested heavily in this genre including Disney+, whose series The Mandalorian is most demanded title in this segment.

• The Brazilian demand share for the factual genre is higher than the global average in the overall market, but remains an open opportunity in the digital original space where it accounts for less than 0.1% demand share.

• Streaming services are also yet to capitalize on the strong Brazilian demand for variety series. Variety series make up only 0.7% of demand for digital original series, -5.7% less than the genre’s overall demand share. Apple TV+’s Carpool Karaoke is the most in-demand of these series in Brazil over the months analysed.

2020 Insights - Full Year

Brazil streaming market share analysis 2020: Netflix, Amazon Prime Video, Hulu, Disney+, Apple TV+ and more.

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Presented below is the section for Brazil from The Global Television Demand Report. Enjoy!

Brazil digital original genre and subgenre preferences

• Brazilian audiences are the most enthusiastic about digital original action/adventure series. With an 18.3% demand share, this genre had a larger demand share in Brazil than in any other market.
• Brazil is tied with Mexico for the largest demand share for horror digital originals in 2020 with 3.3%.
• Compared to the other markets, in 2020 Brazil has a well below average demand share for variety (0.4%) and documentary (2.7%).

• Brazil is the only country in this report where superhero series is the number one most in-demand subgenre for 2020. This is the same as in 2019, showing a strong and consistent preference for this type of content in the Brazilian market.
• Brazilian audiences’ demand for the horror genre can be seen here where the suspense horror subgenre achieved its highest rank of all markets in this report.
• The period drama subgenre also ranked higher in Brazil than any other market in this report. As an example, Anne with an E was the third most in-demand digital original in Brazil for 2020, a higher rank than it achieved in any other market here.

Brazil platform demand share and digital originals demand distribution

• Of the markets in this report, Brazil has the largest demand share for digital original content from both Hulu and HBO Max. This is the only market where Hulu was able to grow its demand share – up from 10.3% in 2019.
• In particular HBO Max’s 5% share of demand is well above that of other markets. This is driven by Brazilian audiences’ love of superhero series and HBO Max’s acquisition of DC Universe shows.
• Brazil has the second lowest share of demand for Disney+ originals (Spain has the lowest share). Brazil is the only market in this report where The Mandalorian was not the most in-demand digital original series for the year.

• The most in-demand digital original series in Brazil for 2020 is Stranger Things with 19.9 times the demand of the average title. Brazil is the only market in this report where Stranger Things was more in-demand than The Mandalorian. This is despite Sci-fi Drama being a less demanded subgenre in Brazil than in several other markets.
• Apple TV+’s See was the 17th most in-demand digital original in Brazil for 2020. It had 9.1 times the demand of the average series there.
• Amazon Prime Video’s original reality series Soltos em Floripa has done well in its home market Brazil. It was the 26th most in-demand digital original for the year and had 7.3 times the demand of the average series.

Brazil platform demand share for drama and action/adventure digital originals

• In Brazil Hulu has the largest demand share of markets in this report. With 13.6% demand share, Brazil was one of two markets where Hulu beat Amazon to be the platform with the second largest demand share behind Netflix.
• Similarly, Apple TV+ achieved its largest demand share in Brazil of markets in this report.
• The 24 month view shows how demand for CBS All Access original dramas has been squeezed this year. At the beginning of 2019 when season 2 of Star Trek: Discovery was releasing episodes the platform had around an 8% share. This year it has not risen above 5% despite a new season of Star Trek: Discovery at the end of the year.

• Both HBO Max and Amazon Prime Video achieved their largest share of action/adventure original demand in Brazil out of all markets in this report. With 18.0% demand share in 2020, Brazil was the only market where HBO Max’s share was second to Netflix.
• Brazilian audiences’ love of superhero series might explain the success of HBO Max and Amazon Prime Video, whose biggest action/adventure series this year was The Boys.
• It could also explain why Disney+’s demand share is lower here than in any other market. Disney+ was largely dependent on The Mandalorian to drive its action/adventure demand in 2020. However, with many Marvel shows in the pipeline there will soon be many superhero options on Disney+.

Top digital original series in Brazil

Here are the top 20 most in-demand streaming original series in 2020 across all platforms:

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Need more information? Check out our daily updated TV series popularity data for Brazil.