The FIFA World Cup 2026 will mark a turning point in the video industry in Latin America, consolidating the dominance of OTT platforms as the main distribution channel, according to the latest report by Dataxis.
The consultancy revealed that in the six main markets in the region, a total of 21 companies hold broadcasting rights, and 76 will rely on streaming, either exclusively or through hybrid models. In this context, football reaffirms its value as premium content, while the growing competition for rights has dispelled longstanding concerns about the technical reliability of streaming for large-scale live events.
The case of CazéTV, based in Brazil, exemplifies this paradigm shift. During the 2022 World Cup, in partnership with YouTube, it reached a record 6.9 million concurrent users during the Brazil–Croatia match. It currently has 25.9 million subscribers and projects advertising revenues of USD 400 million for the next World Cup.
For its part, Grupo Globo will deploy a multiplatform strategy that includes free-to-air TV, pay TV, and its OTT service Globoplay, although without broadcasting matches on its YouTube channel, GE. Despite reaching a potential audience of 197 million people in 2025—30 million through Globoplay—the group anticipates revenues similar to those of CazéTV, also around USD 400 million.
In Brazil, the largest audiovisual market in the region, the balance is increasingly tilting toward the digital ecosystem, foreshadowing a scenario in which OTT platforms not only lead distribution but also the monetization of major sporting events.
