The rise of FAST services in Latin America, particularly in Brazil, is changing the landscape of the entertainment industry. With Brazil emerging as a global leader in adoption and monetization of these services, it is poised to become the second-largest international FAST market by 2029. This growth was highlighted in a presentation by María Rua Aguete, Omdia’s senior research director, at Rio2C, Latin America’s premier entertainment creativity conference.
Omdia predicts that the media and entertainment sector will generate $1.07 trillion globally by 2025, with online video leading the way. Traditional pay-TV is on the decline, while FAST services are rapidly gaining traction in terms of user engagement and advertising revenue.
Brazil’s online video revenues are projected to reach $14.4 billion by 2029, with a significant portion coming from advertising. Platforms like Pluto TV, Samsung TV Plus, and Tubi are becoming increasingly popular in Brazil, alongside established players like Netflix, Prime Video, and Globoplay.
One key takeaway is the underinvestment in streaming advertising, despite the growing time spent by consumers on streaming platforms. This presents a significant opportunity for brands and agencies to tap into the potential of FAST services and online video.
The shift towards Smart TVs is driving much of the growth in FAST services. With 45% of Brazilians watching FAST content on Smart TVs, there is a clear trend towards this platform. Samsung leads the market with a 51% share, followed by LG at 20%. The potential for shoppable TV is also on the rise, with brands like Samsung and LG investing in this technology.
The streaming landscape is evolving rapidly, with FAST services entering the top 10 most-used streaming apps on Smart TVs globally. In Brazil, Samsung, Roku, and LG are leading the way in CTV platforms, while public service broadcasters and platforms like Pluto TV are dominant in Europe.
Netflix’s success in Brazil is driven by its focus on local content with global appeal. Hits like “Desperate Lies,” “Burning Betrayal,” “Senna,” and “Bionic” have resonated with audiences worldwide, showcasing the power of authentic storytelling rooted in Brazilian culture.
As FAST services continue to grow in Brazil, the future looks bright for this market. With weekly usage quadrupling in four years and 30% of the population watching FAST content weekly, the potential for growth is significant. Brazil is definitely a region to watch closely in the evolving landscape of global streaming.
