Leading Brands in Brazil's Film & Television Category: Q4 2023 Overview

In the bustling landscape of Brazil's Film & Television sector, three brands stood out in Q4 2023: Netflix, Max, and Disney+. This article examines their digital presence, audience trends, and advertising strategies based on comprehensive data from Sensor Tower, the industry leader in cross-platform insights.

Netflix, Inc.

Netflix's digital footprint is substantial, with its website, netflix.com, and the Netflix app playing pivotal roles in its strategy.

• Audience Trends: From Q3 to Q4 2023, Netflix's monthly deduplicated audience remained stable, consistently hovering above 55M. The web audience saw fluctuations, with visits peaking at over 1B in December.

• App Engagement: Monthly active users on the Netflix app remained strong, reaching over 40M by December, indicating a robust mobile presence.

• Ad Spend & Channels: Netflix increased its monthly advertising spend significantly, particularly on Facebook, with December seeing a spend of approximately $880K and impressions surpassing 460M.

Max

Max's online presence is anchored by its website, max.com, and the HBO Max app.

• Audience Trends: Max's monthly deduplicated audience showed a slight increase from October to November, peaking at over 23M. Website visits also saw a gradual rise, culminating in December with approximately 358M visits.

• App Engagement: The app maintained a steady monthly active user base, with active users fluctuating around 5.5M throughout the quarter.

• Ad Spend & Channels: Max's advertising efforts were noteworthy, with a peak monthly spend in November of nearly $2.7M on Facebook, yielding over 1.4B impressions.

Disney+ (Disney Plus)

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

• Audience Trends: Disney+ saw a consistent monthly audience increase, reaching a true audience of approximately 16.5M by December. Website visits mirrored this growth, with December visits nearing 279M.

• App Engagement: The app's monthly active user count rose steadily, hitting over 5.8M in December, reflecting the growing appeal of mobile streaming.

• Ad Spend & Channels: Monthly advertising spend peaked in December at about $1.2M, with impressions exceeding 640M on Facebook.

Conclusion

In Q4 2023, Netflix, Max, and Disney+ demonstrated strong digital strategies in Brazil's Film & Television category. Sensor Tower's unparalleled data insights reveal that these brands effectively leveraged both web and mobile platforms to engage audiences, with significant investments in advertising to enhance visibility. As a leader in cross-platform analytics, Sensor Tower continues to provide critical insights that inform the strategies of top brands worldwide.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.