In 2022, Globo accounted for 8 out of every 10 TVs watching Brazil’s matches. In 2026, that share fell to just over 5 out of 10. Globo still reached audiences in the tens of millions, but a growing share of viewers began watching the same matches on other platforms. Globo did not lose its audience; it lost concentration. The difference was also driven by the distribution of rights. For the first time since 1970, Globo did not have all 104 World Cup matches. CazéTV streamed every game, while SBT also held rights. CazéTV, which had shown 22 of the 64 matches in 2022, moved to another level: its reach grew from 55.6 million unique accounts to 118.7 million in 2026. Its live audience also grew throughout the tournament, from 12.7 million simultaneous viewers for Brazil’s opening match to 21.1 million against Japan, before reaching 24.2 million in the France–Spain semifinal. Globo maintained huge audiences, but CazéTV kept setting new records. The competition also moved to social media. CazéTV generated 153 million interactions, compared with 33 million for TV Globo. Even TNT Sports reached 101 million interactions without having the rights, with interviews, analysis and exclusive content from the United States. It published 942 pieces during the tournament, more than three times Globo’s output. TNT could not show the match, but it could cover everything happening around it. CazéTV also offered a different way to experience the game. YouTube, Casimiro and real-time interaction brought the broadcast closer to a digital community. During the World Cup, it accumulated 2.8 billion views and more than 38 million subscribers. That scale also opened new monetization opportunities, particularly through betting. Across three broadcasts, 139 betting ads were identified, 66 of them during matches. In addition, 61% of the betting recommendations made on air ended in losses. The issue is particularly sensitive in Brazil: the Ministry of Finance reported that nearly 1 in 10 registered bettors was prevented from betting again, including around 800,000 people who had renegotiated their debts. Fragmentation also extended to illegal distribution. During the group stage, DSPORTS reported blocking 9,325 illegal streams, while an international operation blocked in Brazil 309 domains, 109 IP addresses and 348 Telegram groups and channels used to distribute matches. But CazéTV’s growth does not mean Globo is declining. Its ecosystem reached 142.7 million people during the World Cup, while Globoplay increased its reach 52% compared with 2022. Globo still reaches huge audiences, but a larger share of that consumption now happens outside linear television. Brazil is also moving toward TV 3.0/DTV+, with Internet connectivity, interactivity and new advertising possibilities for broadcast television. After HD and 4K, the change is no longer only about image quality: television is...
