Streamer in Brazil Granted Olympic Coverage Rights: Insights on the Unconventional Approach
CazéTV, a digital platform for streaming and producing live content, has made a significant impact on the Brazilian media landscape. With an internet connection and a preferred device, viewers in Brazil can now access this innovative platform.
One of the key factors behind CazéTV's success is its ability to leverage the power of content creators. This is evident in the case of Judo gold medal winner Bia Souza, whose follower count skyrocketed from 13,000 to over 3 million due to CazéTV's promotion.
The platform's content is not held behind a paywall, making it accessible to a wide audience. This, coupled with its informal and comedic tone, has resonated with the majority of its audience, which is predominantly under 44 years old.
CazéTV's presenters and guests dress casually, with international correspondents wearing affable CazéTV branded merch. The humor-focused approach can bring its own set of challenges, as trusting that all guests and correspondents will know how to read the room when trying to make a joke is always a bet. However, this risky strategy seems to be paying off, as evidenced by the platform's growing popularity.
CazéTV's investment in production quality sets it apart from some other content creators. Its guests and correspondents include a variety of Brazilian personalities such as comedians, ex-professional sportsmen, and recognized journalists.
The internet, unlike television with specific slots, offers endless possibilities for content. This is evident in the success of CazéTV, which had half a million viewers tune in for the Olympics opening ceremony, while traditional broadcaster TV Globo had 36.4 million viewers.
Moreover, the percentage of Brazilian households with internet access has increased significantly, from 40% in 2020 to over 70% in 2022. This trend, coupled with the growing influence of influencer marketing, has contributed to Brazil holding a 45% share of the near-$1 billion generated in the Latin American and Caribbean influencer-marketing market last year.
In conclusion, CazéTV, founded by Brazilian internet personality Casimiro Miguel, is revolutionizing live TV on the internet. Its informal and comedic approach, coupled with its accessible content and high production quality, has made it a favourite among young viewers in Brazil. The future of live TV seems to be shifting towards platforms like CazéTV, where the power of content creators cannot be ignored.
