YouTube, Netflix Find Massive VOD Success in Brazil - eMarketer
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YouTube, Netflix Find Massive VOD Success in Brazil

Over 80% of internet users in Brazil used YouTube to view movies or TV shows in August 2016

September 2, 2016 | Advertising & Marketing | Video

Over 80% of internet users in Brazil used YouTube to view movies or TV shows in August 2016, according to a report from RBC Capital Markets. While YouTube’s closest competitor, Netflix, trails by a solid 13 points, RBC Capital Markets notes that the 71% of respondents who used Netflix in August 2016 was the highest rate they have seen in any market.

Video-on-Demand (VOD) Services Used by Internet Users in Brazil to View Movies/TV Shows, Aug 2016 (% of respondents)

The deficit also appears smaller when considering that YouTube is free, while Netflix is a paid service.

Also of note is that one in two of those surveyed say they watched movies or TV via Globo, a Brazilian media conglomerate. That leads international video-on-demand (VOD) providers Google Play, Amazon and iTunes.

But the major story here just may be the success of Netflix in Brazil. While 71% watched Netflix in August 2016, not all had subscriptions in their own right. RBC Capital Markets notes that 57% of all internet users surveyed in Brazil were subscribed in August 2016.

Netflix Usage Among US Internet Users, Jan 2016 (% of respondents)

Even so, both figures are higher than their US counterparts. A January 2016 survey by J.P. Morgan revealed that 46% of US internet users said they not only watched Netflix, but also paid for a subscription. Even factoring in the 7% who said they watched but didn’t pay for a subscription, that total fails to reach the percentage of internet users in Brazil who said they pay for an account.

But perhaps this all should come as no surprise. Other research on VOD in the Americas found that more internet users in Brazil watched on a weekly basis than their counterparts anywhere but the US—who were tied, at 49%.

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