The importance of Brazil in the global audio content market is on the rise. Latin America reported the highest growth in revenue in the recorded music industry worldwide in 2020. And, within the region, the only Portuguese-speaking nation in the Americas was the clear frontrunner. Throughout 2020 – amidst the COVID-19 outbreak and its impact on the overall economy – the revenue of Brazil's music segment increased by about 25 percent. The South American giant is also home to millions of consumers of online audio content. Around one-fourth of internet users in Brazil listened to podcasts as of mid-2021.

Music at the top of the charts

Brazilian consumers have a clear preference when it comes to digital audio. Over two-thirds of online listeners surveyed in early 2021 said they listened to music, while less than 15 percent of respondents included online radio and/or podcasts in their personal media repertoire. Within the realm of music, predilections are also well defined. Sertanejo – a label encompassing many Brazilian subgenres , from folk to country pop – reigns supreme, mentioned by more than 40 percent of internet users during a 2021 study. As a result, at least 14 of the 20 most played songs on the radio in Brazil in 2021 could be put under the sertanejo umbrella. This recently called the attention of producers. Some noticed that the genre's performance on the radio contrasts with its less dominant presence on streaming. An arguable reason for that would be the wealthy agribusiness people supporting sertanejo artists, who usually come from rural areas.

Radio: from airwaves to the internet

Despite the overall declining trend in legacy media consumption worldwide, radio remains a key segment in Brazil. Not only does it reach dozens of millions of people who have no access to the web, but it also finds a niche among internet users. More than 31 percent of online Brazilians listened to music on AM or FM radio stations in 2021, with 16 percent turning to web radio. These shares stood significantly below those of YouTube and Spotify, at 68 and 39 percent, respectively. Still, radio consumers show loyalty to the medium. From 2017 to 2021, listeners in Brazil spent over four hours per day listening to the radio. Furthermore, online radio has gained momentum during that period. Web radio listeners in Brazil spent more than two hours per day tuning in to online stations.


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