YouTube now has a larger audience in Brazil than the main open TV stations, such as Globo, SBT, Record, Band, and RedeTV!, marking a historic milestone.
YouTube has a higher audience rating than traditional television.
TGI, an independent study involving 24,000 Brazilians over 18 years old, gathered the data. The research reveals that more adults watch content on YouTube during the week compared to the top five TV stations in Brazil. This shift represents a notable change in media consumption habits in the country.
YouTube solidifies its position as the top digital platform in Brazil among people of the same age, showing that watching videos online is becoming more popular than traditional TV viewing.
75 million Brazilians watch YouTube on Internet-connected TVs, surpassing the 73 million viewers of traditional TV stations, indicating YouTube’s increasing popularity in Brazilian households.
Patrícia Muratori, the director of YouTube for Latin America, pointed out that these figures demonstrate a democratization of content. YouTube enables users to view their desired content at their convenience, in their preferred location, be it at home or elsewhere.
I observe individuals bringing their TV outside to enjoy YouTube and have a barbecue. This represents a significant shift that we hope the market will recognize.
Brazil is the world’s second-largest producer of video podcasts for YouTube, as noted by Muratori, highlighting the country’s significant position in digital content creation and consumption.
YouTube has made investments in live sports broadcasts to expand its viewership. The platform revealed its partnership with the Forte Football League to acquire 38 matches of the Brazilian Championship from 2025 to 2027. These games will be broadcasted on CazéTV, a channel owned by the influencer Casimiro.
All sponsorship slots for Brazilian broadcasts have been filled, with leading companies like Casas Bahia, Claro, Hypera, McDonald’s, PagBank, Stellantis, and Unilever taking part in the initiative.
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