Leading Brands in Brazil's Film & Television Category: Q2 2024 Overview

Introduction

In Q2 2024, the Film & Television category in Brazil experienced significant activity from leading brands such as Netflix, Inc., Prime Video, and Disney+. These brands demonstrated a robust online presence across their websites and apps, maintaining a notable monthly true audience. Sensor Tower's comprehensive data insights reveal key trends and performance metrics that underscore the dominance of these brands.

Netflix, Inc.

Netflix, available on netflix.com and via the Netflix app, continues to be a powerhouse in the OTT media service landscape.

• Audience Trends: From Q1 to Q2 2024, Netflix's website visits showed a slight decline, with unique visits stabilizing around 18M monthly. Monthly true audience numbers remained above 52M throughout the quarter, indicating a steady user base across both web and app platforms.

• App Engagement: Monthly active users on the Netflix app hovered around 41M, showcasing consistent engagement despite slight fluctuations.

• Ad Spend & Channels: Monthly advertising spend peaked in May at approximately $2.5M before dropping in June. Impressions were highest on Facebook and Instagram, suggesting a focus on social media channels.

Prime Video

Prime Video, accessible through primevideo.com and the Amazon Prime Video app, maintained a strong presence.

• Audience Trends: The website saw stable traffic with unique visits around 7M monthly. The monthly true audience for Prime Video rose to nearly 18M by June, driven by increased app engagement.

• App Engagement: The app's monthly active users increased to over 12M by June, indicating a growing preference for mobile viewing.

• Ad Spend & Channels: Monthly advertising spend fluctuated, with a notable peak in April at over $2.2M. Instagram emerged as a key channel for impressions.

Disney+

Disney+, available on disneyplus.com and the Disney+ app, showed adaptive strategies in user engagement.

• Audience Trends: Website visits showed a downward trend, yet the monthly true audience remained stable, reaching nearly 17M by June.

• App Engagement: The app saw a rebound in active users, increasing to over 10M by June, reflecting a successful retention strategy.

• Ad Spend & Channels: Monthly ad spend remained consistent, with significant impressions on TikTok, emphasizing a focus on younger demographics.

Conclusion

Through Sensor Tower's unparalleled data insights, we observe that Netflix, Prime Video, and Disney+ continue to lead in Brazil's Film & Television category. These brands demonstrate effective cross-platform strategies, balancing web and app engagement while optimizing monthly ad spend across various channels. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these dynamics, empowering brands to navigate the competitive OTT landscape effectively.