Pay-TV in Brazil has exceeded 2.2 million viewers in the first quarter of 2016, registering the highest ratings in its history, according to the Brazilian Subscription Television Association (ABTA).
ABTA stated that in three years Pay-TV channels doubled its reach in the country. In 1Q 2013, the average audience was of 1.08 million people per minute, according to data from Kantar Media Ibope. In the same period of 2010, the average audience was of 426,200 people per minute.
According to the Discovery Networks Sales Vice President and ABTA Advertising Committee Coordinator, Roberto Nascimento, 80% of subscribers say they are satisfied or very satisfied with their TV packs, 63% say they have Cable TV to access more channels and one out of three are seeking entertainment and information from other countries in the world.
Nascimento also assessed as positive the progress of Video On Demand (VOD) platforms. However, he believes that consumption of linear programming remains the main way of watching television. The Pay-TV market in Brazil is experiencing a period of decline. The subscriber base decreased by 4% between February 2015 and December 2016.