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REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM
/ ANALYSIS BY COUNTRY
BRAZIL
STATISTICS Pop Internet 202.5m*
54%
Trust in the news 62% (2nd/12)
Interest in news 82% (2nd/12)
South America’s biggest media market is home to thousands of
radio stations and hundreds of TV channels. Brazilians are among
the world’s top users of blogs and social networks and use of online
is growing fast, attracting foreign outlets such as Buzzfeed, the
Spanish newspaper El País and the Huffington Post, which launched
their Portuguese versions between 2012 and 2013.
Following the downturn in the Brazilian economy, mainstream
media have suffered from a series of cuts and layoffs. The debate is
the same as in New York or Madrid: how to compensate for the fall
in traditional advertising revenue. Among the three big newspapers,
Folha has been experimenting with television while Estado de S.
Paulo is testing new models such as sponsored content.
The BBC’s strategy of publishing text articles and videos in popular
internet hubs UOL and G1, part of the giant Grupo Globo, appears
to be paying off, with a solid 8% online reach in our survey.
As in some other parts of the world, tablets have reached their peak
in Brazil and are being replaced by cheaper cellphones with large
screens that can do almost the same.
2014 was the year of the WhatsApp– or ZapZap as it is known in
Brazil. News organisations like El País actively encourage sharing
with the tool while radio stations have been using accounts to build
a collaborative network sharing information about traffic jams in São
Paulo. WhatsApp is cheap in comparison with normal phone rates,
which explains its rapid growth.
FM
* NB our data come from urban Brazil – rather than a nationally representative
sample – and so represent richer and more connected users rather than the
general population.
40
DIGITAL NEWS REPORT 2015
TOP
BRANDS
ONLINE
G1 online
G1 online
% WEEKLY USAGE
38
34
R7 online 31
R7 online
Globo News online
Globo News 25
online
Google News
21 News
Google
Terra
20
MSN
20
31
25
21
Jornal do SBT
Record News
Record News 33
33
BandNews
BandNews 33
33
Folha de S. Paulo
20
Radio news
19
Radio
news
18
O Estado de S. Paulo
O Estado17de S. Paulo
Yahoo News
18
Yahoo
News
18
CNN
Jornal do SBT online
13 do SBT online
Jornal
13
Rede TV News
Record News online
13 News online
Record
13
BBC News
BandNews online
12
BandNews
online
12
Jornal O Dia
12 S. Paulo online
O Estado de S. Paulo online
O Estado de
12
Jornal Zero Hora
iG. online
10
CNN.com
9
BBC News online
8 BBC News online
Newspapers Broadcasters Pure players 46%
72% 64%
Jornal do Comércio
CROSS
PLATFORM REACH
Newspapers Broadcasters Facebook 70%
YouTube 34%
WhatsApp
34%
Google+ 15%
Twitter 15%
*used weekly for news 73%
91%
19
17
15
CNN
14Rede TV News
11
9
8
9
Jornal O Dia
8
Jornal Zero Hora
7
6
14
11
BBC News
7
Jornal Extra
Agora São Paulo
6
6 Jornal do Comércio
6
66%
83%
Newspapers Broadcasters WEEKLY
MULTMEDIA
USAGE
pay for online
news last year
26%
17%
News Video News Audio (1st /12)
Participation online increased markedly during the recent
elections and economic crisis and can be linked to a highly
political and polarised public.16 Facebook, Twitter, and
Instagram feeds were flooded with election-related videos,
parodies, and memes – in addition to discussion and sharing
via WhatsApp. Brazil’s Facebook community is the world’s
second biggest outside the US. Google’s Orkut – once the
top network in the country – closed down in September.
31
24
TRADITIONAL
(OFFLINE) REACH
23%
TOP SOCIAL NETWORKS*
15
Jornal Extra
Agora São Paulo
8
DIGITAL REACH
NEWS
40
Folha de S.24
Paulo
18
Folha de S. Paulo online Folha de S. Paulo
online
10
40
A regional or local newspaper
A regional or local newspaper31
MSN
9
50
Globo News
Jornal do SBT
Terra
iG. online
50
Globo News
20
CNN.com
41
TV, RADIO AND PRINT
38
UOL online 34
UOL online
/
NEWS
APPLE DEVICES
VS THE REST
Other
Apple
(% NEWS USAGE)
41
Apple
DIGITAL
PARTICIPATION
11
Other
59% share a news story via email or
social media. Brazil is 1st out of 12 in
overall participation index.
23%
say the smartphone
is the main way of
accessing online news
6%
say the tablet is
the main way of
accessing online news
Smartphone
16
9
10
Tablet
blogs.ft.com/beyond-brics/2014/11/04/brazilselection-as-polarised-as-can-be.