Brazil Emerges as FAST Streaming Powerhouse, Set to Soon Become Its Second Biggest International Market in the World (EXCLUSIVE)
Already the second-largest market for Netflix subscribers outside the U.S. Brazil is on track to become the No. 2 international FAST market by 2029, the country playing a growing role in how the next era of connected TV unfolds.
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That is one of the key takeaways from a presentation to be delivered by María Rua Aguete, Omdia's senior research director of global analyst Omdia, made Tuesday as one of the opening sessions at Rio2C, Latin America's largest entertainment creativity meet.
According to Omdia, the media and entertainment sector will generate $1.07 trillion globally in 2025, with online video commanding the lion's share — accounting for 70% of that total and growing at 13% year-on-year. While traditional pay-TV is in steady decline, FAST services are scaling rapidly, both in terms of user engagement and advertising revenue.
Brazil Rises to FAST's Global Top Tier
'Brazil is now the third-largest market for FAST services outside the U.S. — and will climb to No. 2 ahead of Canada in revenues by 2029,' Rua Aguete told Variety ahead of her presentation. 'It's not just about adoption; it's about monetization. That's why we're here.'
According to Omdia, Brazil's online video revenues will reach $14.4 billion by 2029, $3 billion of that increase from advertising. Brazilians are increasingly opting for free services over adding subscriptions, and platforms like Pluto TV, Samsung TV Plus and Tubi are now regulars in the country's top 10 most-watched services on Smart TVs, sitting alongside Netflix, Prime Video and Globoplay.
Advertising Trends: Underspending in Streaming
Rua Aguete's keynote will likely strike a chord with brand and agency attendees, spotlighting what she called 'a massive imbalance' in the global advertising mix. Despite consumers spending more time on streaming platforms than ever before — 86 minutes per day on average — advertisers continue to disproportionately invest in social media and linear TV.
In Brazil, the disconnect is even more stark. 'FAST and online video are clearly under-penetrated in media plans. That is the massive opportunity,' she said.
Globally, Connected TV (CTV) advertising is the fastest-growing category in media, with an expected 80% growth over the next five years. In Brazil, CTV revenues are rising while YouTube's share is projected to decline from 56% in 2024 to 41% by 2029 as premium ad-supported platforms gain ground.
Smart TVs Are the New Shopfronts
Much of this shift is being driven by the rapid rise of Smart TVs. Among Brazilians who watch FAST, 45% do so on Smart TVs, while 20% turn to their smartphones. Of the Smart TVs used to stream these services, Samsung leads the market with a 51%share, trailed by LG at 20%. Rua Aguete noted that 83% of FAST content in Brazil is watched on Smart TVs, particularly via built-in apps.
With $6.6 trillion in global e-commerce forecast by 2029, she highlighted the rising potential for shoppable TV — an area brands like Samsung and LG are investing in. 'If we can get shoppable TV, buying through the TV as easily as currently through smartphones, the revenue upside is enormous,' she said.
Streaming Landscape: FAST Enters the Top 10
The FAST ecosystem is no longer niche. In Omdia's global consumer surveys, FAST services now routinely appear in the top 10 most-used streaming apps on Smart TVs including in Brazil, Mexico, the U.S., and across Europe.
Yet the commercial beneficiaries vary significantly by region. 'In the Americas, CTV platforms like Samsung, Roku, and LG are winning,' Rua Aguete explained. 'But in Europe, it's public service broadcasters and video streamers like Pluto TV.'
Netflix's Brazil Strategy? Local Hits with Global Reach
Brazil also remains Netflix's second-largest subscriber market globally, Omdia estimates. In 2024, Netflix used Brazil to launch a wave of local originals that gained significant global traction, top performers included 'Desperate Lies,' 'Burning Betrayal', 'Senna,' and 'Bionic,' according to PlumResearch. These shows weren't produced with international audiences in mind, Rua Aguete said, but rather as authentic stories rooted in Brazilian culture; a factor that has ironically made them stand out and potentially more exportable.
''Senna' is the exception,' she said. 'It was designed from the start as a global franchise. But most Brazilian hits on Netflix succeed because they are locally grounded, not globally targeted.'
What's Next?
The FAST growth isn't set to slow. Weekly usage in Brazil has quadrupled in four years, and 30% of the population now watches FAST content weekly. While it still only accounts for 6% of premium video ad revenue in Brazil, that number is expected to rise steadily.
The data on show clearly places Brazil as a region to track intently. Or as Rua Aguete put it: 'If you want to understand where the future of global streaming is headed, watch Brazil.'
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