The popularity of streaming in Brazil, year on year, presents more robust figures than the previous ones. Comscore score data shows that entertainment plays an important role in this performance: 98% of the country’s digital population consumes TV shows, movies, comedy and especially music on platforms such as Spotify, YouTube and Netflix.

Compared to other activities on the network, this type of content reaches 98% of the digital population in Brazil, just behind the service categories, which include messaging and news providers, but above social networks. In total, 16% of the time we spend online was spent listening to music and watching videos.

The consumption of entertainment on the web is also unanimous in all age groups and all genres, reaching almost 100% of audience. The variation takes place in the time of consumption: the youngest, between 18 and 24 years old, devote almost twice as much time per person to online entertainment, i.e. the equivalent of 27 hours per month, compared to the oldest 45 years old, who devote about 15 hours to it with this content.

Comscore score data

Spotify

According to the Comscore report, Spotify is one of the most used streaming platforms by internet users.Cottonbro/Pexels

Most Used Platforms

The audio platform is the biggest in terms of time consumedReading/Comscore

comscore

Entertainment is the third most consumed segment on the web, leveraging streaming numbersReading/Comscore

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Spotify in front

Looking at users’ total online time on audio apps (time spent open on devices), Spotify ranks second in consumer preference, behind only YouTube. Regarding the total number of minutes consumed, the audio platform moves into first place, adding 852 minutes per unique visitor in December 2021, ahead of other entertainment options, such as YouTube and Netflix.

The preference for music is a driver of streaming platforms and is also reflected in YouTube channels aimed at this category, which capture almost a third (30%) of the total time consumed on the platform. In social media, the Media & Entertainment category accounted for 43% of total engagement in 2021 in Brazil, indicating that users interact with their favorite artists, shows and programs on different screens.

According to Ingrid Veronesi, Senior Director of comscore for Brazil, the report published by the company indicates that audiovisual entertainment continues to grow, both in unique visitors and in social interactions, and that it is among the most consumed content by Internet users in Brazil”. “Representing 16.1% of the total time the population spends on the Internet, the consumption of movies, music and other forms of entertainment online is a vital part of user navigation.”

Even so, the Veronesi projects contained growth over the next few years. “Given the enthusiastic adoption of online entertainment services, it is likely that their prominence in the digital landscape will increase. In fact, in our analysis, we have found this to be a stable trend: on Over a three-year period, from December 2018 to December 2021, the proportion of total online time spent consuming movies, music, etc., fluctuated between 15% and 18% In December 2021, it reached 16% “, declares the executive.

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