A data profile of the people who buy, follow and care about Pay television in Brazil — modelled from more than twelve digital signal sources. Pay television has an estimated audience of 5,627,561 people in Brazil.
The average Pay television fan in Brazil is 40.8 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Seleção Brasileira, Sociedade Esportiva Palmeiras, Betano, with strongest over-indexing on Seleção Brasileira (2.49× the country average).
Demographically, the Pay television audience skews balanced with an average age of 40.8, and over-indexes on personality traits such as Need for Security, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Pay television fan in Brazil is balanced, around 40.8 years old, with strong Need for Security tendencies and a notable affinity for Seleção Brasileira.
The key figures that characterise the Pay television profile in Brazil.
48.0% are female, 52.0% are male, average age 40.8.
| Metric | Value |
|---|---|
| Female | 48.0% |
| Male | 52.0% |
| Average age | 40.8 |
| Estimated audience size | 5,627,561 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 21% | |
| 30-39 | 22% | |
| 40-49 | 20% | |
| 50+ | 24% |
of the worldwide Pay television audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 18.9% |
| Italy | 14.5% |
| Brazil | 4.5% |
Where the Pay television audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sergipe | ~70K | 1.14× | |
| 02 | Amazonas | ~100K | 1.09× | |
| 03 | Mato Grosso | ~100K | 1.06× | |
| 04 | Rondônia | ~50K | 1.06× | |
| 05 | Piauí | ~80K | 1.04× | |
| 06 | Maranhão | ~100K | 1.03× | |
| 07 | Federal District | ~100K | 1.03× | |
| 08 | Rio Grande do Norte | ~100K | 1.02× | |
| 09 | Alagoas | ~80K | 1.02× | |
| 10 | Tocantins | ~40K | 1.01× | |
| 11 | Pará | ~200K | 1.00× | |
| 12 | Espírito Santo | ~100K | 1.00× | |
| 13 | Paraíba | ~100K | 1.00× | |
| 14 | Pernambuco | ~300K | 0.99× | |
| 15 | Ceará | ~200K | 0.99× | |
| 16 | Mato Grosso do Sul | ~80K | 0.99× | |
| 17 | Goiás | ~200K | 0.98× | |
| 18 | Bahia | ~400K | 0.96× | |
| 19 | Rio Grande do Sul | ~300K | 0.96× | |
| 20 | Santa Catarina | ~200K | 0.96× | |
| 21 | Paraná | ~300K | 0.94× | |
| 22 | Minas Gerais | ~500K | 0.93× | |
| 23 | Rio de Janeiro | ~500K | 0.93× | |
| 24 | São Paulo | ~1M | 0.82× | |
| 25 | Roraima | 0.00× | ||
| 26 | Acre | 0.00× | ||
| 27 | Amapá | 0.00× |
The strongest cross-interests of the Pay television audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | ESPN Brasil | Movies & TV | 4.38× | ||
| 02 | Memphis Depay | Sports | 3.52× | ||
| 03 | Betfair | Games | 3.43× | ||
| 04 | Sportingbet | Sports | 3.40× | ||
| 05 | Sofascore | Sports | 2.63× | ||
| 06 | Copa do Brasil | Sports | 2.51× | ||
| 07 | Seleção Brasileira | Sports | 2.49× | ||
| 08 | Premier League | Sports | 2.21× | ||
| 09 | UEFA Champions League | Sports | 2.12× | ||
| 10 | Neymar | Sports | 1.93× | ||
| 11 | Clube Atlético Mineiro | Sports | 1.84× | ||
| 12 | Cruzeiro Esporte Clube | Sports | 1.75× | ||
| 13 | Sociedade Esportiva Palmeiras | Sports | 1.73× | ||
| 14 | Real Madrid C.F. | Sports | 1.73× | ||
| 15 | Santos FC | Sports | 1.71× | ||
| 16 | Betano | Games | 1.69× | ||
| 17 | Fluminense FC | Sports | 1.67× | ||
| 18 | FIFA World Cup | Sports | 1.66× | ||
| 19 | CR Vasco da Gama | Sports | 1.65× | ||
| 20 | Sport Club Internacional | Sports | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.21× | |
| Patriotism | CONSERVATISM | 1.05× | |
| Social Media Usage | JOY | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.64× | |
| Sustainability | BALANCE | 0.70× | |
| Indulgence | JOY | 0.71× |
Pay television has an estimated audience of 5,627,561 people in Brazil, concentrated in São Paulo and Minas Gerais.
48.0% of Pay television fans are female, 52.0% are male, with an average age of 40.8 years.
Pay television fans show strongest brand affinity for Seleção Brasileira (2.49×), Sociedade Esportiva Palmeiras (1.73×), and Betano (1.69×) over the country average.
Pay television fans in Brazil are most concentrated in São Paulo (reach ~1M), Minas Gerais (reach ~500K), and Rio de Janeiro (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Pay television itself, the audience over-indexes on Sociedade Esportiva Palmeiras (1.73×), Betano (1.69×), Santos FC (1.71×), and Neymar (1.93×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Pay television. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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