Sports streaming grows fast in Brazil; compare options


The myriad of channel and streaming options have changed the way fans consume football in Brazil. If until other times the viewer had the availability only of closed channels, basically with SporTV and ESPN, and later the emergence of FOX Sports and Esporte Interativo, today the range is much larger. There are at least seven channels that are divided between different programs and exclusive games: Premiere Futebol Clube/Globoplay, DAZN, STAR+, HBO Max, EI Plus, Conmebol TV and NSports.

“It is undoubtedly the present and a path of no return. With the pandemic, the habit of consuming digital content grew a lot in a short period of time, thus expanding the public willing to consume this service and breaking down a series of cultural barriers that existed . The great benefit is undoubtedly the flexibility of devices and programming schedule that streaming brings”, says Guilherme Figueiredo, executive director of NSports, COB’s partner in the operation of the Olimpico do Brasil Channel.

The NSports channel was responsible for transmitting special content produced by the sports streaming platform, with exclusive access to Team Brasil’s nine bases in Japan. According to the executive, this differential will be the key factor for the fan to make their choices.

“Flexibility undoubtedly brings this dilemma of selecting which services to subscribe and then, in these cases, the content that will be the difference in the choice. The more often a service can offer content of interest to the fan, the greater the chance that they will subscribe the service and remain in the base of recurring customers”, he adds.

One of the most talked about changes since the last showing of the Copa Libertadores was the arrival of Conmebol TV. The channel has some exclusive games, and this generated criticism from those who were used to following broadcasts by SporTV and Fox Sports, as well as Globo itself. To follow the games through the channel, it is necessary to pay a monthly amount of R$ 39.90 per month.

Bruno Maia, specialist in innovation and new sports technologies, and who recently launched the book ‘Inovação é o Novo Marketing’, which deals with these issues, the trend is that streaming content will continue to grow significantly for a period.

“The multiplication of channels is a trend and everyone is fighting for their space, whether with content producers or some new startups. And something to be taken advantage of is this increase in sport content for those who like these platforms. Sport is one of the main pillars cable TV. It still has a lot to grow in streaming platforms with the law of the principal, the flexibility of rights and with the changes that are happening now, one of them with different narratives than journalism or broadcast.
A great example are the series The Last Dance, All or Nothing and Sunderland Up to Death”, he points out.

Renê Salviano, the executive who launched HeatMap this year, a sports and commercial marketing agency focused on fundraising, notes that there is a large layer of fans who prefer to consume only their own team’s products, and among the existing streaming options , he ends up going to the one he likes most, which are the clubs’ own TVs. They grew considerably during the pandemic and became a considerable option with the absence of audiences in the stadiums and closed training sessions.

“While presenting specific options for each supporter is important, and this the clubs developed very well in this period, the sport benefited the most from this expansion of streaming. The competition for audience, the choices of productions for differentiated content and the competitiveness of the market was also heated”, he says.

Guilherme Figueiredo, from NSports, supports the opinion. “Sport is certainly one of the content most benefited from the growth of streaming. With the possibility of multiple events simultaneously and on different devices, the offer of available content greatly increases for the fan and also opens up space for other sports besides football, since there is no more competition for grid space, only competition for fan attention, who can take their pick.”