The Streaming Wars in the Global Periphery: A Glimpse from Brazil

Abstract

Considering the current proliferation of video streaming platforms as a worldwide phenomenon, this article analyzes how countries in the global periphery are adapting to this effervescent scenario, characterized by the expression “streaming wars.” This research offers a glimpse of Brazil’s audiovisual industry and tries to understand how American streaming companies are penetrating this market, which is currently the sixth-largest in the world, and how the local media conglomerates are reacting. In order to maintain their dominance in the region, free-to-air networks, pay-tv networks, and Brazilian telecommunication companies are using different strategies, either creating their own platforms or partnering with pre-established ones in favor of strengthening themselves. Given Brazil’s particular television organization, based largely on a few broadcast networks, local media conglomerates have fostered a mutualistic relationship with their streaming platforms. The largest national streaming company, Globoplay, has stood out in the local market: not only making TV Globo’s productions available but also producing original content and offering foreign series exclusively. Because traditional television consumption is deeply rooted in the country, several different strategies are required if TV Globo aims to transform viewers into Globoplay subscribers. The Brazilian case study, therefore, reveals nuances and strategies from media industries in the global periphery.