Brazil OTT - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The brazil oTT market size was valued at USD 5.94 billion in 2025 and estimated to grow from USD 6.59 billion in 2026 to reach USD 10.26 billion by 2031, at a CAGR of 9.26% during the forecast period (2026-2031). This report is Segmented by Revenue Model (SVOD, AVOD, TVOD, and Hybrid, Subscription and Ads), Device Type (Smartphones and Tablets, Smart TVs, Laptops and Desktops, and More), and Content Genre (Movies and Films, TV Shows and Episodic Content, Documentaries, and More). The Market Forecasts are Provided in Terms of Value (USD).

Brazil OTT Market Trends and Insights

Rising Broadband and Mobile Video Consumption

Brazil’s internet base passed a meaningful threshold in 2025, giving the Brazil OTT market a larger pool of connected viewers. The IBGE reported that 90.5% of people aged 10 and older used the internet in 2025. Mobile phones remained the main access device, used by 98.7% of internet users. Television-based internet access rose to 57.8% of users in 2025 from 53.5% in 2024, which widened the audience for large-screen viewing. This shift supports services that combine premium video with advertising, live channels, and familiar television interfaces. The Brazil OTT market also benefits when regional fiber providers connect smaller cities, where viewing had often depended solely on mobile devices.

Rapid Shift From Pay TV to Streaming Bundles

The decline of pay TV is changing the way video services compete in Brazil. Pay TV connections ended 2025 at 7.6 million, down 1.6 million from the prior year and at their lowest level since 2009. At the same time, 33.4 million households held at least 1 paid streaming subscription, covering 44.4% of homes with television sets. Internet video has become a stated substitute for cable among 10% of households without pay TV, suggesting that the shift is linked to convenience, content choice, and price. The Brazil OTT market is therefore shifting from a race for first-time subscribers toward a need to hold viewers through broader bundles. Amazon Prime Video and Globo introduced the Prime + Premiere package in July 2026, offering access to Campeonato Brasileiro Série A matches for BRL 63.90 (USD 10.85) per month, demonstrating how sports rights can support retention. Services that combine sports, news, and entertainment can offer a clearer reason to stay subscribed than a single-genre catalog.

Content Licensing Fragmentation and Catalog Inefficiency

Content rights remain difficult to manage across Brazil’s subscription, advertising-supported, and broadcast channels. Older studio contracts were often built for pay TV, and their expiry or renewal can move titles between services at different times. A title available on a global service in another country may therefore be missing from its Brazilian catalog for an extended period. This creates gaps for audiences and can make illegal alternatives more attractive when a desired program is unavailable. Smaller providers face higher pressure because they cannot always buy exclusive premium rights or offer a broad catalog. The Brazil OTT market also faces registration and reporting requirements for audiovisual works, while the streaming bill adds tax-reporting obligations under the Condecine-Streaming framework. Larger platforms can spread these legal and operational costs across wider catalogs, which may preserve their advantage.

Other drivers and restraints analyzed in the detailed report include:

• Advertising Reallocation Toward CTV and Digital Video
• Localized and Brazilian-Language Content Advantage
• High Churn in Multi-Subscription Households

Segment Analysis

SVOD held 53.58% of Brazil OTT market revenue in 2025, making it the primary revenue model for premium on-demand programming. The position reflects a preference for ad-free access to series, films, and local programming. Serialized viewing also remains familiar to Brazilian audiences because telenovelas have long been central to conventional television schedules. Amazon Prime Video, Disney+, and Netflix compete largely through exclusive programs, sports, franchises, and release timing. TVOD remains a smaller option for rentals and cinema releases, while hybrid plans give users a lower-priced entry point.

AVOD is projected to expand at a 9.91% CAGR from 2026 to 2031, making it the fastest-growing revenue model. Its development follows the movement of advertising budgets from open television toward digital video and connected television. Free services can attract viewers who do not want another recurring payment, while premium services can use ad tiers to retain price-sensitive households. FAST channels add scheduled programming and a familiar channel guide without requiring a subscription. This model can generate revenue from viewing time and advertising demand, rather than relying solely on net subscription additions.

Complete Report Scope:

• By Revenue Model
  • SVOD
  • AVOD
  • TVOD
  • Hybrid, Subscription and Ads
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By Content Genre
  • Movies and Films
  • TV Shows and Episodic Content
  • Documentaries
  • Other Content Genres

List of Companies Covered in this Report:

• Netflix, Inc.
• Amazon.com, Inc.
• The Walt Disney Company
• Alphabet Inc.
• Globo Comunicação e Participações S.A.
• Paramount, a Skydance Corporation
• Warner Bros. Discovery, Inc.
• Apple Inc.
• Telefônica Brasil S.A.
• América Móvil, S.A.B. de C.V.
• Roku, Inc.
• Samsung Electronics Co., Ltd.
• Zapping Brasil
• Watch TV Entretenimentos S.A.
• Vrio Corp.
• Sistema Brasileiro de Televisão S.A.
• DAZN Group Limited
• LiveMode S.A.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support