6 in 10 Brazilians canceled some streaming services and 14% gave up all of them in 2024

The streaming market in Brazil faces growing challenges: 64% of Brazilians have already canceled at least one service, according to an unprecedented survey by Hibou, a consumer behavior specialist. Conducted with 2,012 respondents, the study explores the motivations behind cancellation decisions, platform selection criteria, and the impact of market practices on consumer behavior.

"Market saturation and economic pressure have led consumers to make more discerning choices. Brazilians are looking for platforms that offer affordable prices, content variety, and ease of use. Innovation is no longer a differentiator: it's a requirement for survival," says Lígia Mello, CSO at Hibou and coordinator of the survey.

Why are so many subscriptions canceled?

Among the most cited reasons, 49% mention that they canceled to save money, while 29% highlight the loss of the habit of watching television, 16% point to the lack of quality content in streaming services, and  lack of attractive launches: 20% They said that the lack of news was a determining factor in the cancellation.

The reasons and levels of these cancellations vary across major platforms, 45% of those who canceled Netflix, was for cost-benefit, and 38% canceled because it was too expensive for their financial situation. This same financial reason led 39% to cancel HBO Max. 27% of those who canceled Globoplay, gave up due to the limited catalog, for example. 21% of those who canceled Apple TV, they did so due to a lack of releases.

Consumer Preferences: What Really Matters?

Brazilians expect more than entertainment: platforms need to align cost, content, and usability:77% value the wide variety of films and series, prioritizing broad and diverse catalogs. Already 64% consider affordability essential, reflecting budget sensitivity. Others 37% expect personalized suggestions, highlighting the relevance of algorithm-based curation. Furthermore, 41% value good navigation and intuitive interface, placing the user experience at the center of choice decisions, and 19% appreciate interaction features like “watch together” for those in another house.

Platform ranking: who dominates and who grows

Among the 78% who subscribe or have already subscribed to streaming services, Netflix and Amazon Prime Video remain in the lead, but Globoplay has stood out, with an increase in 7 percentage points in the last year.

Despite the favoritism, the research revealed that 64% of users have already canceled at least one service – a reflection of dissatisfaction with the cost-benefit and the perception of market saturation.

Advertising: rejection of advertisements in paid services

The insertion of ads on paid platforms continues to be the target of criticism from consumers:

• 68% are against advertising on subscribed services, even if they are about content from the platform itself.
• Just 9% see advertising as something positive, demonstrating a preference for uninterrupted experiences.

What do consumers watch? Series remain at the top

Among Brazilians' favorite genres and formats, series dominate:

• 74% prefer new series, surpassing films and documentaries.
• Original platform productions attract 44% of consumers, being a decisive factor in the choice of service.
• 76% prefer releases that release all episodes at once, reaffirming the popularity of marathons.

Market impacts and future challenges

The research also highlighted important trends for the future of streaming:

• 53% have already faced the frustration of not finding desired content on any platform, highlighting the need for greater diversity and licensing of titles.
• 72% disagree with extra charges for premium content, arguing that everything should be included in the basic subscription.

"Simplicity and perceived value are the biggest advantages for platforms in Brazil. Brands need to understand that consumers are looking for much more than entertainment: they expect transparency, usability, and relevance in every interaction.”, concludes Lígia Mello.