6 Out of 10 Brazilians have 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, specialized in consumer behavior. Conducted with 2,012 respondents, the study explores the motivations behind cancellation decisions, platform choice criteria and the impact of market practices on public behavior.

“The saturation of the market and economic pressure have led consumers to make more judicious choices.The Brazilian seeks platforms that offer affordable price, variety of content and ease of use. Innovation is no longer a differential: it is a requirement to survive”, says Ligia Mello, CSO of Hibou and research coordinator.

Why so many cancelled subscriptions?

Among the most cited reasons, 49% mention that they canceled to save, while 29% highlight the loss of the habit of watching television, 16% point to the lack of quality of content in the streams, and the  lack of attractive launches: 20% they said the absence of news was crucial to the cancellation.

The reasons and levels of these cancellations vary between major platforms, 45% of those who canceled the Netflix, it was for cost-benefit and 38% canceled because it was expensive for financial situation. That same financial reason led 39% to cancel HBO Max. Already 27% of those who canceled the Globoplay, dropped out due to limited catalog, for example. 21% of those who canceled the Apple TV'sthey did so for lack of launches.

Consumer preferences: what really matters?

Brazilians expect more than entertainment: platforms need to align cost, content and usability:77% value the wide variety of movies and series, prioritizing broad and diverse catalogs. Already 64% consider affordable price essential, reflecting budget sensitivity. Others 37% expect customized suggestions, highlighting the relevance of algorithm-based curation. In addition, 41% value good navigation and intuitive interfaceputting user experience at the heart of choice decisions, and 19% enjoy interaction functions, such as “watch together” for anyone who is in another home.

Platform ranking: who dominates and who grows

Among the 78% that 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 last year.

Despite the favoritism, the research revealed that 64% of users have already canceled at least one service ^reflecting dissatisfaction with cost-benefit and perceived saturation in the market.

Advertising: rejection of advertisements on paid services

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

• 68% are against advertisements on signed services, even if they are about content from the platform itself.
• Only 9% sees advertising as a positive thing, demonstrating a preference for seamless experiences.

What does the consumer watch? Series remain at the top

Among the favorite genres and formats of Brazilians, the series dominate:

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

Market impacts and future challenges

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

• 53% have already faced the frustration of not finding desired content on 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 signature.

“Simplicity and perceived value are the greatest assets for platforms in Brazil. Brands need to understand that consumers are looking for much more than entertainment: they expect transparency, usability and relevance in each interaction” concludes Ligia Mello.