Leading Brands in Brazil's Film & Television Category in Q1 2024

In Q1 2024, Brazil's Film & Television category exhibited remarkable performances from leading brands such as Netflix, Max, and Prime Video. Leveraging Sensor Tower’s comprehensive cross-platform data, this analysis explores the audience trends, app engagement, and advertising strategies that have driven these brands' successes.

Netflix, Inc.

Netflix continues to command a robust digital presence through its website, netflix.com, and the Netflix app.

• Audience Trends: From Q4 2023 to Q1 2024, Netflix.com maintained a stable monthly true audience consistently above 54M. A notable surge occurred in December, in line with holiday viewership trends.

• App Engagement: The Netflix app consistently attracted over 42M monthly active users, with a slight peak in January 2024.

• Ad Spend & Channels: Monthly advertising expenditure saw a significant rise, peaking in March at over $2M. Facebook dominated as the primary ad channel, followed closely by Instagram and TikTok.

Max

Max has established a strong digital footprint with its website, max.com, and the HBO Max app.

• Audience Trends: Max.com experienced fluctuating visitor counts, peaking in January 2024 with nearly 10M unique visits. The monthly true audience showed a dip in March, dropping to approximately 16M.

• App Engagement: The HBO Max app recorded a significant drop in monthly active users in March, falling to around 9M.

• Ad Spend & Channels: Monthly ad spending was highest in March, exceeding $1.8M, with Facebook as the primary channel.

Prime Video

Prime Video maintains a strong presence through its website, primevideo.com, and the Amazon Prime Video app.

• Audience Trends: Primevideo.com maintained a stable monthly true audience above 16M, with a notable increase in March.

• App Engagement: The app’s monthly active users steadily increased, surpassing 11M by March.

• Ad Spend & Channels: Monthly advertising expenditure peaked in March at over $1.5M, with significant impressions on Instagram.

Conclusion

Sensor Tower’s unique capabilities in cross-referencing web, app, and advertising data provide unparalleled insights into user behavior across platforms. Our Web Insights, Pathmatics, and App Performance Insights offerings are essential for understanding these trends. As the OTT landscape evolves, these brands continue to adapt and thrive in Brazil's dynamic market.

For more in-depth analysis, visit our Web Insights, Pathmatics, and App Performance Insights.