Globo and Disney will sell advertising on Globoplay and Disney+ together in Brazil, giving brands a single buy across the Brazilian broadcaster’s streaming service and Disney’s. The companies presented the arrangement in São Paulo on Wednesday 11 November, describing it as a first for the Brazilian advertising market.
Only the selling is shared. Globoplay and Disney+ remain separate services with their own content, and Globo becomes the point of contact for agencies and advertisers building campaigns across both. The first phase covers entertainment only, with sport left out, Produ reported, citing the Brazilian business daily Valor.
Key facts
- Partners: Globo (Globoplay) and The Walt Disney Company Brasil (Disney+)
- Scope: a joint advertising offer in Brazil, entertainment only in the first phase; the two services stay independent
- Sales: Globo fronts the joint offer; Disney goes on selling its own Disney+ and 360-degree packages
- Products: sponsorships, audience-based packages and short mass-reach bursts around dates such as Black Friday; the first themed package is for Christmas
- Reach: 23% more people than buying the two services separately, by the companies’ own study
How it works
Renata Fernandes, Globo’s director of digital advertising products, called the result a “one stop shop” that pairs Globo’s knowledge of Brazilian audiences with Disney’s global entertainment brands. For agencies, one plan can now run across both services and be read as a single streaming investment, according to the companies’ announcement, published by Tela Viva.
The offer is built from off-the-shelf products with fixed specifications, Produ reported, in three layers: sponsorships; audience packages matched by demographic or behavioural profile; and Blast Super Streaming, a format for short, high-reach campaigns. Giselle Ghinsberg, director of ad sales and partnerships at The Walt Disney Company Brasil, said the idea was to cross content from the two services, pairing Globoplay’s comedy series Pablo e Luisão with Disney+ titles such as How I Met Your Mother or Modern Family. Bespoke packages remain possible, Fernandes said.
The companies’ own study, cited by Produ, found that the joint offer reaches 23% more people than separate deals with each service. Reach rises by 18 points among young adults and by 10 points among men, because the two audiences overlap only in part, and the offer allows more than 11,500 targeting combinations. Neither company disclosed prices, subscriber numbers or how revenue will be shared.
For Disney, the deal adds to its own sales effort rather than replacing it. The company will keep developing its own projects and 360-degree advertising packages, including on Disney+, the announcement said.
The Brazilian streaming ad market
Globo has been building streaming formats for several years: Welcome Ads on the Globoplay home screen before a viewer picks a title, full-screen Pause Ads and Binge Ads that run only between episodes. Globoplay launched in 2015, and Fernandes presented the Disney deal as a sign that Globo’s business-to-business arm has matured. Competition is growing. At its Behind The Streams event in Brazil, Netflix said interactive versions of its pause ads would be available to buy programmatically from 2027, Produ noted.
The deal lands in a busy month for Brazilian distribution. CDC’s Coyote vs. Acme is heading to Telecine in Brazil and Prime Video elsewhere in Latin America, and the exhibitors’ R$12 week for local films drew 461,000 admissions. Elsewhere in the region, Buena Vista took Latin American rights to Mare Nostrum.
Our reading
Globo and Disney still compete for subscribers, but they have decided they are stronger together in the market for advertising money. The arrangement also places Globo between agencies and Disney+ inventory for these campaigns, a role that gives the broadcaster more weight in streaming budgets. The reach figures are the companies’ own and have not been independently audited. The next signs to watch are whether sport joins after the first phase and whether other services in Brazil look for partners as Netflix’s ad offer becomes more sophisticated in 2027.