YouTube Premium brand profile Brazil 2023

According to a 2023 survey, around 97 percent of the interviewed video-on-demand consumers in Brazil were aware of YouTube Premium. But unlike its freely accessible version, the platform's subscription-based format was far less popular in the country, as only 35 percent of respondents claimed to actually use the video platform's paid version, and only 30 percent of respondents said they were likely to use it again. Additionally, about 47 percent of respondents said they like YouTube Premium, as only 32% of Brazilian video-on-demand users had heard about YouTube in the media, on social media, or in advertising over the past four weeks.

YouTube Premium brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in Brazil as of June 2023

Characteristic	Share of respondents
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Number of respondents

1,221 respondents

Age group

18 to 64 years

Special properties

respondents who use video-on-demand services

Method of interview

Online survey

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to social media, which of the following brands do you like?"
Brand usage: "When it comes to social media, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to social media, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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