Youtube in Brazil: 61% of subscribers follow company or brand channels

Despite this, only 11% of users advertise their own brands or products on video, according to an Opinion Box research

19.May.2021 11:01 BRT

More than 105 million Brazilians access YouTube monthly, placing Brazil as the second country that uses the platform most;
44% of users browse the platform for at least 5 hours a week;
50% of respondents confirmed that they have already purchased a product or hired a service indicated on video.

From news to music, from streaming to the gamming: Youtube is now the largest video platform in the world and one of the most accessed by Brazilians – Brazil is the second in the world ranking that uses the platform most, the United States is the first. More than 105 million Brazilians access YouTube monthly, according to data from the platform itself.

Research by Opinion Box, specialized in market research and customer experience, on the behavior of Brazilian users showed that 86% of them access YouTube at least once a day and 44% browse the platform for at least 5 hours a week. This turns YouTube into one of the three most used social media platforms by Brazilians, behind only Instagram and Facebook.

Content, brands and consumption

Looking at who produces the content that feeds the platform, the survey brings two important data: the channels of influencers, Youtubers and content creators in general are followed by 69% of users; second, there are the brands or companies channels – 61% of users are subscribed to one, making YouTube a very relevant communication channel with consumers.

Also, 50% of respondents confirmed that they have already purchased a product or hired a service indicated on video on Youtube. Despite this, what users are less likely to do is publicize their own brands, products and services on video, only 11% do so.

Most Brazilians say that they access YouTube in search of entertainment (76%); 74% use the platform to learn something new and 67% to get news. Regarding the kind of content consumed, music still leads: 63% of respondents said that they use the platform to listen to music; 55% to access tutorials and how-to-do videos and 49% to watch humor videos.

The complete study can be accessed here.