Globo faces a public stampede in 2023, at least that’s what Kantar Ibope points out. Company data reveal that the network from Rio de Janeiro, audience leader since the beginning of the 70’s, already sees the streaming on the glue and was overtaken by the platforms on the afternoons of last Sunday (22). The case also happened last Friday (20) and, although it is not worrying from a commercial point of view, it could affect the channel in the medium term.
The Ibope report to which the NaTelinha had access shows indices that draw attention. On Sunday, between noon and 6 pm, when Globo presented the final part of Esporte Espetacular, Temperature Máxima, the series Pluft and the premiere of the third season of The Masked Singer Brasil, the broadcaster had an average of 9 .3 points, while the sum of streaming services had 10.0. This means that most viewers who turned on the TV in the afternoon preferred to tune in to a platform rather than watch Globo.
On Friday, a similar phenomenon occurred, but at dawn. While Globo was tuned in by 4.2 points and 21.5% of the TVs turned on, streaming was seen by 4.8 points and 24.6% of the sets that were turned on. Even in the afternoon, when the broadcaster from Rio was in the lead, the difference was small, with Globo getting an average of 10.4 and streaming getting 10.3.
Streaming becomes audience leader on Sundays:
- 1st – Streaming – 10 points
- 2nd Globe – 9.3 points
- 3rd Record – 6.8 points
- 4th SBT – 5.9 points
- 5th Pay TV – 4.4 points
- 6th Band – 1.1 points
- 7th TV Cultura – 0.4 point
- 8th RedeTV! – 0.1 point
Kantar Ibope – Greater São Paulo – January 22, 2023 – time: 12:00 pm to 6:00 pm
To give you an idea, Ted Sarandos, the new CEO of Netflix, said last week, in an interview with Bloomberg, that the service represents 7.5% of the total audience in the United States and wants to reach 25%. There, open TV represents 24.7% of the share, while cable TV follows with 30.9% and streaming leads with 38.1%.
In a comparison, here in Brazil, on Friday, open TV had 57.9% of the share of connected TVs. Then came streaming with 22.3% and cable TV, which had 7.8% and others – games, YouTube, etc. – grabbed the rest. This means that for every 100 TVs turned on on Sunday, 22 watched the streaming in Greater São Paulo.
Data from both Globo and open TV are even higher in Brazil, but when compared to the phenomenon that happened in the US, this leadership seems threatened by streaming.
Globo sees streaming on cola
According to Kantar Ibope data for Greater São Paulo, which the NaTelinha had access to market sources, last Friday, Globo scored an average of 12.3 points between 6 am and midnight, which is the time considered official for the advertising market. In the same period, pay TV reached 3.2 points and streaming reached 9.2. Combined, the two scored 12.4, beating the leading broadcaster by a tenth.
In addition, streaming relatively easily surpassed the Record and SBT indexes, which scored 4.6 and 3.7, respectively, keeping pace with pay TV, which surpassed the data of all other free-to-air TV stations.
If the comparison is with the participation of connected televisions, the data also show alarming results for the Globo. The station closed with 29.7%, which means that for every 100 televisions, close to 30 tuned into the station on average on Friday. Streaming accounted for 22.3% of the share, while pay TV’s share was 7.8%, that is, the two together reached 30.1%.
If that day was worrying, Sunday was no different. The data revealed that Globo scored an average of 10.4 points, with a 26.5% share. On the same day, pay TV had an average of 3.9 points, with a 9.8% share and streaming reached 9.1 points, with a 22.6% share. In the sum, the two had 13 points and 32.4% of participation.
The alarming data put Globo’s sovereignty at risk, which once had 70% of the entire TV audience in the country and currently struggles to stay with 35% on good days. However, in advertising terms, very little changes, since PayTV and streaming data represent the sum of all channels and services. This means saying the more than 100 cable TV channels and all platforms such as Netflix, Globoplay, Prime Video and HBO Max, which places fragmented advertising, unlike Globo, which grabs everything for it.
