The streaming market in Brazil faces increasing challenges:64% of Brazilians have already canceled at least one service, according to a new, exclusive research by Hibou, specialized in consumer behavior. Conducted with 2,012 respondents, the study explores the motivations behind cancellation decisions, platform selection criteria, and the impact of market practices on audience behavior.
“Market saturation and economic pressure have led consumers to make more careful choices. Brazilians are looking for platforms that offer affordable prices, a variety of content and ease of use. Innovation is no longer a differentiator: it is a requirement for survival,” says Lígia Mello, CSO at Hibou and coordinator of the research.
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, andlack 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, with 45% of those who canceledNetflixIt was due to cost-benefit, and 38% canceled because it became too expensive for their financial situation. This same financial reason led 39% to cancel HBO Max. Already 27% of those who canceled theGloboplaythey gave up due to the limited catalog, for example. 21% of those who canceled theApple TV, they did so due to 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 diversified catalogs. Already64% consider affordability essential, reflecting sensitivity to the budget. Others37% expect personalized suggestions, highlighting the importance of algorithm-based curation. Furthermore,41% value good navigation and intuitive interface, placing user experience at the center of choice decisions, and19% appreciate interaction features, such as “watch together” for those in another house.
Platform ranking: who dominates and who grows
Among the 78% who subscribe or have subscribed to streaming services, Netflix and Amazon Prime Video remain in the lead, but Globoplay has stood out, with an increase in7 percentage pointsin the last year.
Despite the favoritism, the research revealed that64% of users have already canceled at least one service– reflection of dissatisfaction with cost-benefit and the perception of market saturation.
Advertising: rejection of advertisements in paid services
The insertion of advertisements on paid platforms continues to be the target of criticism from consumers:
- 68% are against advertising in subscribed services, even if they are about content from the platform itself.
- Just9% see advertising as something positive, demonstrating a preference for uninterrupted experiences.
What does the consumer watch? Series remain at the top
Among Brazilians' favorite genres and formats, series dominate:
- 74% prefer new series, surpassing films and documentaries.
- Original productions from platforms 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 contenton 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 trump cards for platforms in Brazil. Brands need to understand that consumers seek much more than entertainment: they expect transparency, usability, and relevance in every interaction.”, concludes Ligia Mello.
