Multiscreen, telenovelas drive Globo Play VOD service


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Juan Fernandez Gonzalez

| 01 March 2016




Globo's video-on-demand (VOD) and streaming service, Globo Play, says it has served over 200 million videos in three months, a large proportion of which were soap operas watched by a multi-device audience.



globo playCarlos Henrique Schroder, Globo CEO, revealed these initial figures of the platform, which launched in November 2015, during an interview with Variety.

The CEO said Globo Play had reached 205.6 million views combining partial and full content views as of 20 January, adding: “By 9 February, the apps for iOS and Android mobile devices had 4.4 million downloads since launch. One month after Globo Play’s version for Samsung and LG Smart TVs was launched, it accounted for 100,000 downloads.”

Indeed, the platform's availability for the growing multiscreen audience seems to be key in Globo Play's rapid success, which is why the platform will continue adding devices to its portfolio. During the first half of the year, Philips and Panasonic smart TVs will join Samsung, LG and Sony devices; a Chromecast app will be launched; and an Apple TV platform will be developed.

Content, and in particular 4K video, is, according to Schroder, also behind the platform's success. “On VOD, our most consumed products are the telenovelas. They are a national passion and have great appeal to consumers, and therefore, full and partial episodes are widely streamed. But there are other types of successful TV shows, such as the Brazilian edition of The Voice Kids,” he said.

Globo Play has also been chosen as the platform to debut the company's Ultra HD content, including Dupla Identidade and Dangerous Liaisons, for Brazilian audiences. In addition, the platform is streaming Globo's live programming via simulcast.