Leading Brands in Brazil's Film & Television Category: Q4 2024 Analysis

Introduction

In Brazil's dynamic Film & Television category, Netflix, Prime Video, and Disney+ continue to dominate the landscape. As Q4 2024 unfolds, these platforms showcase distinct trends and audience behaviors across their websites and apps. Sensor Tower's comprehensive data provides invaluable insights into their performance and user engagement.

Netflix, Inc.

Netflix's digital presence is robust, featuring its website, netflix.com, and the Netflix app.

• Audience Trends: From Q3 to Q4 2024, netflix.com witnessed steady growth in visits, reaching over 920M in December, with unique visitors exceeding 19M. The monthly true audience remained stable above 50M throughout the quarter, with a balanced distribution between app-only and web-only visitors.

• App Engagement: The Netflix app saw a consistent rise in monthly active users, culminating in over 41M by December, indicating a strong preference for mobile streaming.

• Ad Spend & Channels: Netflix significantly increased its monthly ad spend, peaking at approximately $4.8M in December. The majority of impressions were garnered through Facebook and Instagram, reflecting a strategic focus on social media channels.

Prime Video

Prime Video's ecosystem includes its website, primevideo.com, and the Amazon Prime Video app.

• Audience Trends: Visits to primevideo.com showed a resurgence in December, reaching over 215M, while unique visits hovered around 7.5M. The monthly true audience remained above 17M, with a notable share accessing both web and app platforms.

• App Engagement: The app maintained a stable monthly active user base, with active users slightly above 13M by December, highlighting a steady interest in mobile access.

• Ad Spend & Channels: Prime Video's monthly ad expenditure exceeded $2.1M in December, with a notable emphasis on Instagram, which delivered substantial impressions.

Disney+ (Disney Plus)

Disney+ operates through disneyplus.com and the Disney+ app.

• Audience Trends: Disneyplus.com experienced fluctuations, with visits stabilizing around 187M in December. Unique visits remained consistent, averaging 6.8M. The monthly true audience stayed above 16M, with a balanced split between app and web users.

• App Engagement: The Disney+ app exhibited a slight decline, but still maintained over 12M monthly active users by December, showcasing continued user engagement.

• Ad Spend & Channels: Disney+ increased its monthly ad spend significantly, reaching $4.1M in December. Facebook emerged as the dominant channel, driving the majority of impressions.

Conclusion

The Film & Television category in Brazil remains fiercely competitive, with Netflix, Prime Video, and Disney+ each capturing unique segments of the audience. Sensor Tower's unparalleled data analytics provide a comprehensive view of these platforms' strategies and performances, offering critical insights into cross-platform user behavior. With tools like Web Insights, Pathmatics, and App Performance Insights, Sensor Tower continues to be the leading source for market intelligence.