Brazil's online video revenue to reach $14.4 billion by 2029

Brazil’s rapid ascent confirms its role as the primary laboratory for the streaming industry’s hybrid monetization future. The high service-per-household ratio alongside strong AVOD preference suggests that subscription fatigue has peaked, making biddable inventory and cross-platform measurement the new technical priorities for reaching this audience. For platform operators and advertisers, the convergence of social discovery and CTV viewing means success now depends on unified attribution models rather than isolated siloed reporting. Watch for whether local powerhouse Globoplay or international giants like Samsung TV Plus can consolidate this fragmented 8.2-service ecosystem through superior content recommendation and interface integration.

The Brazilian market is increasingly defined by intense competition between global incumbents and high-growth ad-supported platforms. As of late 2025, Netflix remained the market leader with approximately 17.8 million subscribers, but it faces mounting pressure from Amazon Prime Video—which reportedly surpassed Netflix in quarterly user growth during the first half of 2025—and the domestic incumbent Globoplay, which maintains a subscriber base of roughly 8 million per FlixPatrol and Omdia data. This competitive tension is driving a sector-wide pivot toward ad-supported tiers to maintain scale; Netflix’s success in the region is now heavily supported by its advertising-led tier and local bundling strategies, which have helped it maintain nearly 50% of total regional streaming revenue.

Simultaneously, the FAST segment is experiencing a hardware-driven surge led by Samsung TV Plus and Roku. Per Mediapost and Omdia reports from January 2026, Samsung TV Plus has reached 100 million monthly active users globally, with Brazil serving as its third-largest market for FAST revenue. This growth is mirrored in broader advertising trends; according to Cenp-Meios, Brazilian media investment grew 3.14% in early 2025, with Connected TV and streaming platforms outperforming the general market with an 18% increase. As programmatic CTV ad spend in Latin America rose 27% year-over-year in late 2024 per Mordor Intelligence, the industry is shifting toward biddable inventory and private marketplace deals to capture the 89 million monthly CTV viewers now active in Brazil.