VIDEO AUDIENCE SHARE % – TV SET
Individual consumption within households
In early 2022, Kantar IBOPE Media launched the Cross Platform View (CPV) audience service designed to measure Linear TV (Broadcast and Pay TV) and online video viewership across all devices in Brazil. The service, widely used by the industry, provides a set of unified metrics to analyse and compare audiences across all platforms.
Cross Platform View is the result of the evolution of the television audience measurement in Brazil. Kantar IBOPE Media introduced in the current panel an additional meter, in the current panel called focal meter, which is installed directly on household routers to measure online video consumption and provide comparable metrics to analyse audiences.
The graph below reflects the April 2023 TVs and Connected TVs average audience share % in the 15 metropolitan areas measured by Kantar IBOPE Media, excluding the video consumption in other screens (Tablet/Laptop/Smartphone), other tv sets’ usage not related to video consumption, and unidentified content.
Based on CPV, the individual audience through the TV set is composed of Linear TV (Broadcast TV and Pay TV), which represents 86% share, and online video, which represents 14% share.
The most representative platforms in viewership consumption within the household are YouTube (7,9%), Netflix (4.2%), Globoplay (0.8%) and Amazon Prime Video (0.4%). Combined, other online video platforms represent 0.6% of total consumption.