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According to comScore, in December 2012 Brazil become one of the top 10 markets in the world in terms of online video viewers. With 42.9 million unique visitors to online video sites, Brazil is now ahead of France, the United Kingdom and Italy. In terms of penetration, online video reaches 82.2% of Brazil’s Internet audience, which is very close to online video’s global reach (83.8% of Internet users).
The most popular destination for this huge online video audience in Brazil is Google sites, which mostly means YouTube. However, while Google Sites had 38.9 million unique viewers in December 2012, this is actually 7% less than in December 2011. VEVO is the number two site for online videos in Brazil but it also lost audience between December 2011 and December 2012, dropping by 2%. In contrast, Facebook shot up by 408% during the same period, as did Globo (86%). In fact, with 17.5 million unique viewers in December 2012, Facebook is closing in on VEVO (17.6 million unique viewers in that same month). Other online video sites with impressive gains in Brazil between December 2011 and December 2012 include Yahoo (318%), R7 Portal (172%), Terra (136%) and UOL (34%).
Recently, IBOPE highlighted a number of trends in Brazilian online video viewing that advertising, media and marketing professionals may find interesting:
- In September 2012, nearly 38 million Brazilians watched content on sites from official distributors of TV shows and films—as opposed to YouTube, which consists of content shared by users
- Film sites attracted a significant portion of 18-24 year-olds, mostly men
- Streaming media sites reached 19.8 million unique users in Brazil in September 2012, an increase of 20% compared to September 2011
- The audience visiting streaming media sites in Brazil prefers videos about sports, soap operas or elections, and the largest group of viewers is men aged 25-54 and women aged 25-34
- The number of children aged 2 to 17 watching online videos in Brazil went up by 46% between September 2011 and September 2012, while the increase was 62% for children under 11
To find out how we can help you reach Brazilians via online videos or any other type of media, please contact us.
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