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Andre Ferraz
Head of Ad Sales Brazil
Netflix
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Teresa Penna
Director of Globoplay and Audiovisual Digital Products (Globo Filmes)
Globoplay
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Market Intelligence
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The SVOD market in Latam ended 2023 with 114.3 million accounts, and Netflix remained the leading platform in terms of subscribers. It led the segment with 40.25%, just below its share in the previous year. This stability is not insignificant, as Netflix lost 35 points of share between 2019 and 2022 with the entry of the main international platforms. Latam is a highly concentrated market, with only four groups (Netflix, Disney, Amazon, and WarnerBros.Discovery) holding 82.4% of subscribers.
Cable operators and streaming platforms, previously perceived as competitors, now collaborate and join forces in search of strengthening their positions in the market, also allowing OTT players to reach more households and benefit from billing partnerships with Telcos. For OTT platforms whose costs have risen sharply with content investments and operational costs, the profitability of this strategy is questionable.
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