Televisão
Globo e mais canais da TV aberta veem audiência despencar nós últimos 4 anos
Dados do Kantar Ibope indicam que audiência de todas as principais emissoras da TV aberta, incluindo Globo, SBT e Record, encolheu em 2024
Há vinte anos, retornar para casa e relaxar em frente à televisão era uma tradição comum para os lares no Brasil. Com a popularização dos serviços de streaming e do acesso à internet para notícias e diversão, a televisão convencional tornou-se obsoleta, e os canais estão apresentando audiências cada vez menores a cada ano, especialmente após a pandemia do coronavírus.
De acordo com informações do Kantar Ibope, em 2020, a TV Globo alcançou 12,33 pontos, o que representa um aumento de 14,48% em relação ao mesmo período deste ano, quando a audiência foi de 10,77 pontos. Situação semelhante ocorreu com o SBT, que registrou 4,35 pontos em 2020 e caiu para 2,43 pontos quatro anos depois.
A Record TV passou de 4,35 pontos para 3,34; a Band, de 1,30 para 0,84 – índice que já pode ser considerado “traço”. O jargão da TV faz referência a números extremamente baixos, característicos de canais que não têm grande visibilidade.
A Rede TV já apresentava traço de audiência em 2020, com 0,55, e registrou queda superior a 50%, indo para 0,24 ponto.
TV Globo perdeu 1/3 da audiência nos últimos anos GloboNews tem menos de 1 ponto de Ibope; Fantástico também vive crise Globo perde audiência na TV enquanto TV Casimiro bate recorde no YouTube
Outro indicativo de que a televisão está ficando obsoleta é o desempenho da programação. O Fantástico, que é uma das principais âncoras da TV Globo, registrou recorde negativo no dia 7 de julho, primeiro domingo deste mês.
Números da Kantar Ibope divulgados pelo Notícias da TV apontam que o jornalístico ficou com média de 14,4 pontos na Grande São Paulo, 2,1 pontos abaixo da semana anterior.
O registro é o menor de 2024 e o terceiro pior dos últimos quatro anos. Ficou à frente apenas das edições dos dois últimos domingos do ano passado, que foram ao ar em 24 e 31 de dezembro — dias tradicionalmente ruins no quesito audiência.
Internet é a nova TV
Dados recentes da Agência Nacional de Telecomunicações (Anatel) mostram que quase metade dos clientes abandonou a TV por assinatura nos últimos 10 anos. Desde 2014, quando atingiu o ápice, com 19,6 milhões de assinantes, o serviço só perde clientes. De lá para cá, a queda foi de quase 50%, ao totalizar 9,5 milhões consumidores a menos na década.
A cifra atual, registrada em fevereiro de 2024, é a mais baixa em 14 anos de medição, segundo os dados da própria Anatel. O quantitativo se aproxima do mais baixo do período, registrado em 2010, quando o serviço contava com 9,6 milhões de assinantes.
Enquanto isso, o principal concorrente tem conquistado expressivo crescimento. A Kantar Ibope revelou que, em fevereiro de 2024, o consumo de vídeos sob demanda representou 30,7% do mercado brasileiro. Os números mostram que o streaming já supera a TV por assinatura, que representa 8,1% da fatia de mercado.
De acordo com os dados mais atuais no Brasil, coletados pela Pesquisa Nacional por Amostra de Domicílios (PNAD) de 2022, cerca de 43,4% (ou 31,1 milhões) de lares brasileiros possuem, ao menos, um serviço de streaming por assinatura.
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