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 March 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 86.1% share, and online video, which represents 13,9% share.
Streaming platforms are classified below divided into two large macro groupings based on different business models: online video platforms (AVOD/SVOD) with 6,1% audience share, and video sharing platforms, with 7.8% share. The most representative platforms in this first group are Netflix in first place (4.2%), Globoplay in second place (0.9%), Amazon Prime Video in third place (0.4%). Other AVOD/SVOD Platforms combined represent 0.6% of total consumption. While in the second group, YouTube accounts for an 7.8% of the audience share.