Leading Brands in Brazil’s Film & Television Category in Q4 2023

The Brazilian Film & Television streaming landscape continues to evolve with major players like Netflix, Max, and Disney+ showcasing impressive growth and engagement. This article delves into the performance and trends of these leading brands from Q3 to Q4 2023, based on comprehensive data provided by Sensor Tower.

Netflix, Inc.

Netflix maintains a robust digital presence through its website, netflix.com, and the Netflix app.

• Audience Trends: Throughout Q4, netflix.com saw fluctuating visits, peaking in December with over 1B visits. Unique visits remained stable, averaging around 20M monthly. Monthly true audience figures also hovered above 56M, with a balanced mix of app and web-only users.

• App Engagement: The Netflix app consistently engaged over 42M monthly active users, with a slight increase observed in December.

• Ad Spend & Channels: Advertising efforts intensified towards the end of Q4, with December monthly ad spend reaching close to $900K, primarily via Facebook, generating over 460M monthly impressions.

Max

Max’s digital reach is bolstered by its website, max.com, and the HBO Max app.

• Audience Trends: Max.com experienced a steady increase in visits, culminating in December with over 360M visits. The monthly true audience consistently exceeded 22M, with a notable rise in web-only visitors.

• App Engagement: The HBO Max app saw a growth spurt in monthly active users, peaking at over 15M in November, before slightly declining in December.

• Ad Spend & Channels: Q4 monthly ad spend showed volatility, peaking in November with expenditures surpassing $2.6M, primarily on Facebook, achieving over 1.4B monthly impressions.

Disney+ (Disney Plus)

Disney+ captivates audiences through disneyplus.com and the Disney+ app.

• Audience Trends: Disneyplus.com maintained a consistent visit rate, reaching over 279M visits in December. Monthly true audience figures were stable, with more than 16M users, predominantly app-based.

• App Engagement: The Disney+ app saw monthly active users soar to over 10M by December, indicating strong mobile engagement.

• Ad Spend & Channels: Disney+ increased its ad spend throughout Q4, peaking in December with monthly expenditures exceeding $1.2M, resulting in over 640M monthly impressions via Facebook.

Conclusion

The Q4 2023 data highlights how Netflix, Max, and Disney+ are strategically leveraging both web and app platforms to capture and engage audiences in Brazil's competitive Film & Television category. Sensor Tower’s unparalleled cross-platform data insights are invaluable in understanding these trends, offering a detailed view of user behavior across digital landscapes. For more comprehensive insights, explore Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights.