The streaming market in Brazil faces increasing challenges:64% of Brazilians have already canceled at least one service, according to a new survey by Hibou, specialized in consumer behavior. Made with 2.012 respondents, the study explores the motivations behind cancellation decisions, the criteria for choosing platforms and the impact of market practices on audience behavior
Market saturation and economic pressure have led consumers to make more careful choices. Brazilians seek platforms that offer affordable prices, variety of content and ease of use. "Innovation is no longer a differentiator: it is a requirement for survival", says Lígia Mello, CSO of Hibou and research coordinator
Why are there so many canceled subscriptions
Among the most cited reasons, 49% mention that they canceled to save money, already 29% highlight the loss of the habit of watching television, 16% point to the lack of content quality in streaming services, and alack of attractive launches: 20%they said that the lack of news was decisive for the cancellation
The reasons and levels of these cancellations vary among the main platforms, 45% of those who canceled theNetflix, it was for cost-benefit and 38% canceled because it became expensive for their financial situation. This same financial reason led 39% to cancel HBO Max. Already 27% of those who canceled theGloboplay, they gave up due to the limited catalog, for example. 21% of those who canceled theApple TV, they did it due to a lack of releases
Consumer preferences: what really matters
Brazilians expect more than entertainment: platforms need to align costs, content and usability77% value the wide variety of films and series, prioritizing broad and diverse catalogs. Already64% consider affordability essential, reflecting budget sensitivity. Others37% expect personalized suggestions, highlighting the relevance of algorithm-based curation. Furthermore, 41% value good navigation and intuitive interface, putting the user experience at the center of decision-making, and19% appreciate interaction functions, how to "watch together" for those who are 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 been standing 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 saturation in the market
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 the consumer watches? Series remain at the top
Among the favorite genres and formats of Brazilians, the 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 no 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 assets for platforms in Brazil. Brands need to understand that the consumer seeks much more than entertainment: they expect transparency, usability and relevance in each interaction”, concludes Lígia Mello
