Remember the “100 Million Ones” campaign, where Globo was proud to speak to at least 100 million Brazilians every day? Now, six years after its launch, in October 2017, that number has changed significantly: Globo today says 76 million, a decrease of 24 million, practically a quarter.
The data was presented by Manzar Feres, Director of the Integrated Advertising Business, last Thursday (19) at Upfront Globo 2024, an event at which the broadcaster offered advertisers and publicists commercial opportunities in its programs and digital platforms next year.
This data does not accurately reflect TV Globo’s target audience. It is the combined reach of Open TV with Globoplay, pay channels and the broadcasters’ websites. Television reach is the number of people who tune in to a program for at least one minute during the analyzed period.
However, because a viewer can be the same Globoplay subscriber and the same group site user, Globo estimates that Open TV alone reaches more than 70 million of those 76 million consumers. Every day at least 70 million Brazilians tune in for at least a minute.
According to Globo, the decline of 24 million viewers/users is a consequence of the greater dispersion of media consumption, i.e. competition with streaming, with new channels (paid or not), with social networks and websites, driven by the rise of connected televisions have more than doubled in the last five years and are now present in 60% of Brazilian households.
And Globo itself invests in this fragmentation, in competition with itself, by investing in Globoplay and Fast channels (short for Free AdSupported Television). Almost are niche streaming channels with neverbeforeseen content, repeated over and over again, offered on TVs connected by platforms such as Samsung TV, Fire TV (Amazon), Pluto, Roku and Rakuten, among others.
In September, Globo launched the GE Fast channels (sports) and Recipes, its dining website. A Malhação channel was announced on Upfront, one for the DPA series (Detetives do Prédio Azul), one for 1970s soap operas and one for 1980s soap operas, both under the Viva brand.
Given the inevitable increasing competition for audience and advertising dollars caused by new technologies, Globo’s strategy to compete with itself is to take advantage of these new opportunities to monetize its content. Or, from an advertiser perspective, providing new ways for brands to communicate in a safe environment.
This is an opportunity to compete for the funds that have been shifted to the digital space, primarily to Google. Through the Globoplay and Fast channels, Globo sells programmatic advertising based on user data, where two people viewing the same content can be influenced by different ads.
Globe is shrinking, but without losing its relevance
The decline of 24 million in just six years loses weight when compared to other figures from Globo:
- On average for the year, the reach remains stable: in 2022, 202.5 million people tuned in or accessed the service, only 300,000 fewer than in 2018.
- Its daily reach of 76 million in one day is greater than all competing TV and video platforms combined; YouTube and Netflix, for example, take more than a month to achieve this feat.
- Programs such as Terra e Paixão (152 million) and Fantástico (142 million) appeal to more than twothirds of the Brazilian population.
At Upfront 2024, Globo also tried to counter the argument that its audience is aging and that soap operas are losing audiences because young people are no longer watching open television. According to the broadcaster, 84% of young people watch soap operas, but more on streaming than on traditional television: 81% of Globoplay viewers are up to 49 years old, compared to 48% on open TV.
To reiterate that it remains strong and competitive in this fragmented world, Globo also claims that it reaches more young people (18 to 24 years old) in just three days than YouTube does in a month and that its football broadcasts are viewed by 96% This audience is almost twice as large as all the sports channels on the Google platform (54%) with which they fight for rights.
Last Saturday, the Goat channel on YouTube boasted that more than 220,000 people were watching at the same time, setting a new record with the Women’s Libertadores final between Corinthians and Palmeiras. If it were on Globo it could be more than 20 million.