The World Cup Accelerates the Fragmentation of Brazil’s Sports Audience

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.