Inside Video 2025, by Kantar IBOPE Media, reveals how the convergence of TV, streaming, social media, and video platforms expands brand reach, drives results, and demands new measurement strategies.
São Paulo, April 10th 2025 – Video has never been more present—or more decisive—in the consumer journey. In an increasingly convergent ecosystem, video has become the primary strategic asset for brands seeking relevance, scale, and return on their campaigns. This is the key finding of Inside Video 2025, the annual study by Kantar IBOPE Media, which reveals that video impacted 99.54% of the Brazilian population in 2024.
“Video is multidirectional. It flows from everyone to everywhere and is present at every stage of the consumer journey. The challenge for the market today is not just to create great video content, but to understand how it connects with audiences across platforms, contexts, and times of day,” says Paula Carvalho, Commercial Director of Sell Side and New Business at Kantar IBOPE Media.
Consumption: Scale, Frequency, and Relevance
More than just reaching audiences, video maintains a strong presence. In 2024, on any given day, video reached 63.65% of Brazilians; this number increased to 87.02% over a week and 94.41% over a month. The total average daily video consumption reached 5 hours and 9 minutes, with TVs and CTVs leading at 5h38, ahead of desktops, tablets, and smartphones.
While TV clearly dominates throughout the day, smartphones gain traction in the early morning hours, reinforcing the importance of cross-device strategies that follow consumers’ real-time routines.
Advertising & Performance: The Format That Delivers
More than 56,000 brands invested in video in 2024. Among internet users, 44% say they pay more attention to video ads than other online formats, and 53% of VOD viewers support the presence of ads on platforms.
Among consumers subscribed to ad-supported services, 75% notice brands during programs, and 63% search online for products they see advertised. Even among those who don’t receive ads, the impact remains high (66% and 54%, respectively). This demonstrates that video doesn’t just communicate—it drives intent and generates response.
With the arrival of TV 3.0 and the continued expansion of connected TVs, content commerce is gaining traction. Video is no longer just a source of inspiration—it has become an integrated point of sale within the content experience.
Behavior: Shared and Multi-Screen Consumption
Beyond its massive reach, video consumption is collective and contextual. Coviewing was recorded in 24.65% of Brazilian households—a figure that rises to 37.83% among children aged 4 to 11 and remains high among young adults (27.09% among those aged 25 to 34).
Consumption is also simultaneous: 17.15% of people watch video on both TVs/CTVs and smartphones, showing that content flows seamlessly across screens throughout the day. This highlights the need for planning and measurement strategies that reflect this fluidity.
Technology & Strategy: Personalization at Scale
The market’s new phase is driven by the intention economy. More than competing for attention, the challenge is to deliver relevance at the right moment to the right audience. And video—powered by generative AI—is at the heart of this transformation.
AI now enables campaigns to be created, personalized, and distributed based on behavioral data, adapting formats, messages, and platforms. This AI-driven automation accelerates time-to-market and enhances communication efficiency.
Infrastructure is also evolving: CTV ownership has grown 157% in nine years, and VOD households now subscribe to an average of 2,5 streamings services. Among these users, 47% are satisfied with content catalog updates, and 34% would switch to ad-supported plans if it meant lower costs.
An Ecosystem Ready for the Next Wave
Inside Video 2025 confirms that video is now the epicenter of digital experiences in Brazil. Understanding this new landscape requires a hybrid, integrated, and data-driven measurement approach.
Among key insights, 52% of Brazilians say TV advertising “sparks conversations”, reinforcing its cultural and influential role. The study also highlights a shift in brand perception: Linear TV and digital platforms are increasingly seen as complementary parts of the same investment strategy.
About Kantar IBOPE Media
As consumers increasingly engage with content across multiple channels and platforms, Kantar IBOPE Media’s data services, audience measurement, segmentation, analytics, and advertising intelligence provide insights that enable informed decision-making for the media market.
Operating in over 80 countries with panel data and first-party data, Kantar IBOPE Media offers the fastest-growing cross-media measurement portfolio globally, supported by its versatility, scale, technology, and expertise—all aimed at driving business growth for clients and partners.
For more information, visit www.kantaribopemedia.com.
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