Markets

At the 2025 edition of the RIO2C (Rio Creative Conference), Maria Rua Aguete, Head of Media and Entertainment at OMDIA, delivered a powerful keynote at The Samsung Summit, revealing Brazil’s unprecedented rise in the global streaming ecosystem. With over 20 million subscribers and rapid growth in Free Ad-Supported Television (FAST), Brazil is not just a regional leader—it’s a global force reshaping the digital entertainment economy.

Brazil is now Netflix’s second-largest market worldwide with 20.6 million subscribers, trailing only the United States. The streaming giant holds a 30% share of Brazil’s online video subscription market, outpacing Amazon Prime Video (14%) and the domestic platform Globoplay (10%).

"Brazil's relevance and leadership across both paid and free streaming ecosystems is truly remarkable," said Rua Aguete. "As Netflix's second-largest subscriber base globally, and projected to become the world's third-largest FAST market by 2029, Brazil represents the perfect case study of a market embracing the full spectrum of streaming options."

FAST (Free Ad-Supported Streaming Television) is quickly gaining traction in Brazil. According to OMDIA’s projections, Brazil will become the second-largest international FAST market by 2029, with estimated revenues of $303 million, second only to the UK ($488 million) outside the United States.

FAST platforms like Pluto TV and Samsung TV Plus are already among the top 10 Smart TV services in Brazil. User behavior is also evolving, with 75% of FAST viewers preferring live channels and 80% consuming content via connected TV devices, underscoring Brazil’s digital readiness and appetite for diverse formats.

One of the most compelling takeaways from Rua Aguete’s address is Brazil’s ability to thrive simultaneously in both SVOD and FAST ecosystems.

"What’s particularly impressive is how Brazilian viewers are adopting both premium subscription services and ad-supported models, creating a diverse and thriving digital entertainment landscape that content providers simply cannot ignore,” she noted.

This coexistence is not just a consumer trend—it’s a strategic opportunity for global players aiming to tap into an audience that is flexible, connected, and content-hungry.

Brazil’s streaming boom is transforming its media economy. OMDIA forecasts that online video spending in Brazil will rise from $9.9 billion in 2025 to $14.4 billion by 2029. This surge is not only benefiting global platforms but also propelling Brazilian content onto the world stage.

Titles like Desperate Lies, Burning Betrayal, and the highly anticipated Senna series are among Netflix’s most-watched international titles, according to PlumResearch data.

Rua Aguete attributes this success to Brazil’s distinctive storytelling—rich in emotional depth, rooted in local culture, yet capable of resonating globally. “It’s a model for how local content, when produced authentically, can have universal appeal,” she emphasized.