According to the Continuous National Household Sample Survey (Pnad Contínua) released by the Brazilian Institute of Geography and Statistics (IBGE) on the 24th, Brazilian people are gradually abandoning pay-TV and opting for streaming television services.

The report states that out of 75.2 million households nationwide with at least one television set last year, 32.7 million households subscribed to streaming TV services, accounting for approximately 43.4%. At the same time, there were 18.3 million households opting for pay-TV services, making up around 24.3%.

The survey was conducted in the last quarter of 2024, and the statistics show that the number of pay-TV users has reached its lowest level since the survey began in 2016. Over the past 8 years (2016 to 2024), the number of households using pay-TV has decreased from 22.2 million to 18.3 million. Proportionally, in 2016, 33.9% of households with televisions in the country used pay-TV, which dropped to 24.3% by 2024.

The survey report indicates that for Brazilians who do not choose pay-TV, the proportion lacking interest has increased from 39.1% in 2016 to 58.4% last year, while the proportion considering the service fees expensive has decreased from 56.1% to 31%. The report also mentions that the main reason Brazilian households do not choose this service currently is lack of interest, whereas the primary reason in 2016 was the high cost.

IBGE analyst Gustavo Geaquinto Fontes explains that the survey did not inquire about the reasons for the lack of interest among respondents, but the decline in interest may be related to the popularity of new forms of entertainment such as streaming.

The survey also shows an increase in the number of households using streaming television in 2024, rising from 31 million in 2022 to 32.7 million. Through this service, users can watch movies, TV shows, children's animations, news programs, and sports matches. Apart from live shows, the rest are on-demand content, which users can watch at any time.

Researchers found that among households using streaming TV services, 86.9% also watch free TV (lower than 93% in 2022), 39.7% also subscribe to pay-TV channels (compared to 41.5% in 2022), and 8.2% solely use streaming services (compared to just 4.7% in 2022).

The survey report indicates a correlation between household income levels and the subscription to streaming TV services. In households using streaming services, the average monthly income per person is 2950 Brazilian reals. In households that do not subscribe to such paid services, the average monthly income per person is only 1390 Brazilian reals.