2024-04-09 19:32:00
O video content reached 99.63% of the Brazilian population throughout the year 2023. This is what the 2024 edition of the Inside Videoproduced by Kantar IBOPE Media, which analyzed the transversality of video across multiple screens and platforms. Likewise, the study showed that the daily average was 5h14min.
That time was dedicated to linear television. Furthermore, video viewing through television was 17.31% in an index that also includes connected TVs. It is worth mentioning that this modality grew 23% between 2017 and 2023. In general, 43% of CMOs consider investing in this category in 2024.
Adriana Favaro is Business Development Director at Kantar IBOPE Media and commented on the situation:
For the advertiser, faced with this scenario of increased funding, it is essential to have efficiency in media planning. One way to achieve this is to balance investments made between online and offline channels. In this sense, the formats are complementary and generate more assertive results – if brands know how to explore the particularities of each one, of course
Another relevant detail is that 68% of executives stated that they will invest more in media. In this sense, the format Shoppable Videos attracts attention. For those who don’t know, these videos display items that users can click on to be taken to a purchase page.
Still, there are some challenges, as 44% of the audience that consumes video on demand content stated that they only use the provider’s free period. Then, change the player.
See too: the survey that showed the popularity of streaming services and a survey that showed that half of Brazilians consume some type of content on connected TV.
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