Leading Media & Entertainment Brands in Brazil: Q3 2024 Analysis

In the rapidly evolving Media & Entertainment landscape of Brazil, Q3 2024 has seen significant activity from top brands like YouTube, WhatsApp, and TikTok. Sensor Tower's comprehensive data provides a deep dive into the performance and trends of these platforms across their websites and apps.

YouTube

YouTube continues to dominate the digital space with its expansive reach across both web and app platforms.

• Audience Trends: The website, youtube.com, saw an increase in monthly visits, peaking at over 31B in September 2024. Unique visits remained stable around 105M, with visits per unique visitor climbing to 250. The monthly True Audience hovered just above 202M throughout the quarter, indicating a consistent interest across both web and app platforms.

• App Engagement: The YouTube app maintained a steady monthly active user base, with users around 160M. This stability reflects the app's strong engagement and user retention.

• Ad Spend & Channels: YouTube’s monthly advertising spend saw a notable increase in September, reaching nearly $37K with over 20M impressions, primarily on Instagram, indicating a targeted strategy towards visual content platforms.

WhatsApp

WhatsApp remains a crucial communication tool in Brazil, with significant web and app interaction.

• Audience Trends: The website, whatsapp.com, maintained strong traffic with visits exceeding 21B monthly. The monthly True Audience remained stable around 203M, with a significant portion accessing exclusively via the app.

• App Engagement: The WhatsApp Messenger app showed robust engagement, with monthly active users consistently above 176M, highlighting its indispensability in daily communication.

• Ad Spend & Channels: A sharp increase in monthly ad spend was observed in August and September, with expenditures reaching over $113K and impressions surpassing 154M on TikTok, signaling a strategic push towards younger demographics.

TikTok

TikTok is steadily increasing its footprint in Brazil, capturing the attention of a younger audience.

• Audience Trends: The website, tiktok.com, experienced growth in visits, reaching over 742M in September. The monthly True Audience increased to over 110M, with a notable rise in web-only visitors, suggesting growing desktop engagement.

• App Engagement: The TikTok app showed a steady increase in monthly active users, approaching 81M by September, reflecting its popularity among mobile users.

• Ad Spend & Channels: TikTok’s monthly ad spend saw a significant rise in Q3, peaking at over $131K in September, with impressions exceeding 71M. This was largely driven by substantial investments in both Facebook and Instagram channels.

Conclusion

Q3 2024 has been a dynamic period for leading Media & Entertainment brands in Brazil. YouTube, WhatsApp, and TikTok have each demonstrated unique strengths and strategic growth across platforms. Sensor Tower's unparalleled data offerings provide critical insights into these trends, enabling a comprehensive understanding of cross-platform user behavior. For further insights, explore our Web Insights, App Performance Insights, and Pathmatics products.

Stay tuned for more in-depth analyses as we continue to track these influential platforms.