According to data from Kantar Ibope MediaABOUT tik tak ranked among the most viewed online video platforms in Brazil. In May 2023, the month the social network was included in the study, TikTok’s audience share reached 3.1%, taking into account both open and paid consumption of TV and video platforms.

Linear television, which includes free and pay TV on all devices (smartphones, tablets, laptops, connected or unconnected TVs), accounts for 76.2% of the share, while online video formats account for 23.8%.

Compared to other platforms, TikTok was only behind YouTube with a 14.1% share and Netflix with a 4.2% share. It outperformed other platforms such as Globoplay with 0.8% and Prime Video with 0.5%.

Kantar Ibope Media uses a sample of households located in 15 metropolitan regions of Brazil, including major cities such as Sao Paulo, Rio de Janeiro, Belo Horizonte, Porto Alegre, Curitiba and others. This coverage provides a comprehensive overview of video consumption in a country.

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Inclusion of other platforms in Ibope

In order to provide an accurate video consumption profile in Brazil, Kantar Ibope Media launched Cross Platform View™ in 2022, a solution that includes audience data from both linear TV and online video platforms to gain a better understanding of video consumption across screens. and platforms.

One of the newest additions to Cross Platform View™ is TikTok. Since the beginning of May, these platforms have been available to Kantar Ibope Media customers. At the end of May, the company publishes consolidated results.

According to Cross Platform View™, linear TV across all home devices accounted for 76.2% and online video formats at 23.8%. TikTok grabbed a 3.1% stake during May. Looking only at TVs, connected or not, linear TV accounted for 86.4% of the share and online video platforms for 13.6%.

Details of each platform’s participation can be found on the Kantar Ibope Media website. Available charts show the share of linear TV and online video platforms in May 2023 in 15 urban areas analyzed by Kantar Ibope Media. Users can select filters on the company’s website to view video consumption data for connected and unconnected TVs only, or for all devices, including smartphones, tablets, laptops, and TVs.

Kantar Ibope Media monitors and analyzes a wide range of vehicles and platforms, enabling its customers such as broadcasters, streaming services, online video players, agencies and advertisers to comprehensively understand media consumption behavior across different media and formats. Including TikTok in the measurement offers the market an even more complete picture of video consumption in the country, allowing the share of the social network to be analyzed using the same metrics as other online video players and a complete view of linear TV (Linear TV). consumption, open and pay TV).

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