Andréa Novais

Andréa Novais

The Brazil Business


Brazilian's Media Habits

Andréa Novais

Andréa Novais

The Brazil Business


This article will give you an overview of the main types of media in Brazil and what are the tendencies experienced by the country.

Despite having 14 million illiterate people, Brazil has experienced a significant growth of the use of digital media.

The communication sector in Brazil invoices BRL 110 billion per year. From this amount, BRL 1 billion comes from the radio and BRL 12 billion come from TV. The rest goes to the internet.

Newspapers and Magazines

Recent studies show that almost half of the Brazilian population read the newspaper. This number comprises those who read it everyday and those who read it only on the weekends.

In big cities, an important fact concerning reading habits is the distribution of free newspaper copies by transportation companies, private institutions and also, just like it is observed in many cities of the world, by Metro International.

The highest percentage of readers is concentrated in the South part of Brazil, while the Northeast concentrates the lower level of readers, due to, among other aspects, its high level of illiteracy.

According to the same studies, 1/3 of the population reads magazines. Newspapers are mostly read by people from 25 to 39 years old. Younger people (from 16 to 24) prefer to read magazines.

With the advent of Internet and a significant decrease in the circulation of print newspapers and magazines, companies in this segment have two options: persuade its readers to pay for the online access of the content or provide it for free and rely on revenue originated from advertisement.


Television is the most popular media in Brazil, present in 95% of the households. Broadcasting TV is the most popular one, watched by 83% of the population. Only 10% of Brazilian people watch paid TV.

In general, Brazilians spend 3,5 hours watching TV. The impact television has over Brazilians is extremely strong. As an example, we can mention the influence Rede Globo had over the elections in 1989.

Despite the scandals and the manipulation involving television, it is still considered to be a reliable source of information and entertainment for the majority of Brazilians.

In Brazil, a current tendency is the one of watching TV without using a TV equipment. More and more computers and mobile phones have been replacing the television and it is very common to see people watching “TV”on the go.


Whenever a new technology arises, the radio is the first communication vehicle to be seen as having its days numbered. However, it has resisted for over 100 years and does not seem to be threaten by new technologies.

An example of it is its strength in Brazil, where 80% of the people claim to listen to it. Out of this amount, 70% listen to the radio at home, while the rest listen to it on the go (in the car, on the mobile phone, etc).

The radio has proven itself to be very hybrid and has adapted to the new technologies over the years. A new concept concerning this communication vehicle is the webradio, which has provided interaction between the radio station and its listeners and has also changed the way radio was represented, enriching visual aspects that, until then, did not belong to the radio universe.

Mobile Phone

In 2010, Brazil had 203 million mobile phones and the forecast for 2011 is of 233 million devices. Mobile internet is constantly growing. In 2010, Brazil had 21 million devices used to provide access to internet, representing 60% of the total number of this type of devices in Latin America (36 million).

The number of access to the internet through mobile devices jumped from 79 thousand to 212 thousand in six months.

Emergent classes use the mobile phones as a tool to achieve digital inclusion as internet for mobile phones is significantly cheaper than regular broadband: mobile phone operators charge an average of BRL 0,50 per day and only if you actually access the web; while broadband companies charge at least BRL 30,00 for a monthly plan, regardless on how often internet is used.

The wireless fever tends to increase the number of people that will choose to get rid of headlands and have access to internet anywhere without carrying a second device, such as a laptop, for example.


In 2010, there were 81,3 million internet users in Brazil. Out of this amount, 31% use internet cafes and 27% access the web from home. The rest is divided between the users who access the web from their mobile phone and from work or friends' houses.

The average time on the web per user is of 3 hours a day and 60% of these users admit to have replaced the traditional media for the internet.

People like to interact with what they are watching and Internet has made it possible. In Brazil, several TV shows receive material contributions from its spectators and in some cases, the material is exhibited in prestigious news broadcasters.

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