A new study shows that almost all Brazilian Internet users consume videos. The number of people in the country reaching 99% watched to TV, platforms streaming, lives, social networks and even video calls last year on various devices, according to Kantar Ibope Media.

The “Inside Video” study noted that Brazil stands out compared to the rest of the world. When it comes to free online video, 80% of Brazilians are glazed on the screens, while the global average is 65%. In social networks, Brazil gains from 72% to 57%. The difference in streaming it is 62% for Tupiniquins versus 50% for foreigners.


According to Kantar Ibope Media, the growth occurred in several forms of access. During isolation because of the coronavirus pandemic, 68% of Internet users watched videos and TV online on free streaming platforms.

Free videos were widely consumed by Brazilians.
Free videos were widely consumed by Brazilians. Image: freestock / Pexels

Users of paid streaming represented 58%, spending 1 hour and 49 minutes daily watching. Platforms have intensified communication to attract more subscribers and the increase in advertising investments was 82%, compared to 2019, using up to three means of communication.

Traditional television added more than 204 million people watching in 2020. The screen time was an average of 7 hours and 9 minutes a day, 37 minutes longer than the previous year and the highest period in the last five years. .

On average, viewers spent 30% more time watching news channels, said Adriana Favaro, director of Business Development at Kantar Ibope Media. The television audience recorded 38 of the top 50 audiences in the past five years.

The peak was on March 24, when news about the closing of trade in state capitals was announced, postponement of the Tokyo 2020 Olympics and WHO warning that the USA was the new epicenter Covid-19. The audience was 23% higher than the annual average, which is 18,25%. To give you an idea, the value is greater than the matches of the Russia-2018 World Cup, the truckers' strike and both the opening and closing of the Rio 2016 Olympic Games.

This behavior in the face of the video was accelerated precisely because of the circulation of the virus. To accompany the growth, Kantar Ibope Media's cross media measurement will use a Focal Meter in the audience panel, aiming to detect online consumption, starting in the second quarter of this year.

“If the change in behavior affects the entire industry, it is increasingly urgent to understand the audience in the scenario of multiple choices and intensification of the offer. The measurement on all screens and platforms must be taken seriously, so that all players identify the value of an integrated vision ”, explained Melissa Vogel, CEO of Kantar Ibope Media in Brazil.


Inside Video realized that the video experience gained more relevance in advertising. “Interactivity is on the rise. In August, for example, 8% of Brazilians said they had scanned a QR Code for the first time in the pandemic ”, explained Arthur Bernardo Neto, Director of Business Development for Media Owners.