SET EXPO 2026 scales up technical agenda for Brazil's TV 3.0 transition

Brazil is establishing a blueprint for large-scale hybrid media markets where traditional 80% terrestrial reach meets aggressive broadband expansion. The focus on TV 3.0 and 5G Broadcast standards indicates a strategic pivot toward 'streaming-like' flexibility in free-to-air environments. For global infrastructure providers, this transition creates a massive demand for AI-driven monitoring and automated master control rooms (MCRs) to manage rising complexity. Competitively, the push for data-led operations suggests a more aggressive adoption of targeted advertising and audience telemetry in the LATAM region. Monitor the commercial launch of DTV+ services in Brasília as the first major indicator of national rollout viability.

The official transition to Brazil's 'DTV+' system was codified by a Presidential Decree signed on August 27, 2025, which formalizes the adoption of ATSC 3.0 technologies for the nation's next-generation television format. Per ATSC and NAB (September 2025), this move positions Brazil as one of the largest global adopters of IP-based over-the-air broadcasting, leveraging the 6 MHz channel plan for the 70 million TV households that represent roughly 80% of the population. The decision specifically integrates ATSC 3.0's physical and transport layers to allow for 4K/8K delivery and enhanced mobile reception, following years of field testing where the standard outperformed candidates such as 5G Broadcast and Advanced ISDB-T.

Simultaneously, the Brazilian streaming market is undergoing a fundamental shift toward ad-supported models to combat high price sensitivity. Per IMARC Group and Grand View Research (August 2025), while subscription video-on-demand (SVoD) is expected to reach 40 million users by 2027, live streaming remains the dominant revenue driver with a 71.95% share. This dominance is heavily anchored in sports rights, which has led major broadcasters like SBT to launch free ad-supported streaming (FAST) services such as +SBT. Industry analysts from CADE and the Brazilian Report indicate that 2026 will be a pivotal year for regulatory progress on a 4% levy for streaming services, further incentivizing broadcasters to bridge the gap between traditional airwaves and digital platforms.