In soccer-crazy Brazil, streaming upstart pulls World Cup viewers from TV to YouTube

In soccer-obsessed Brazil, the World Cup is undergoing a significant shift from traditional television to streaming platforms. For the first time, only half of the matches are available on TV, while YouTube-based CazeTV, founded by streamer Casimiro Miguel, is offering all 104 games for free. This move positions Brazil as a key testing ground for live sports broadcasting in the digital age.

While Globo, Latin America's largest TV network, still reaches a substantial audience, CazeTV has fragmented viewership, particularly among younger fans. CazeTV reported a peak of 21.3 million simultaneous connected devices during Brazil's match against Japan, potentially marking one of YouTube's most-watched live streams. The platform's success is attributed to its informal commentary and humor, delivered by presenters like Miguel, known as "Caze," who engage directly with the audience.

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Every major sports organisation is asking how to connect with audiences whose media habits have changed significantly.

This streaming model has also been replicated in Portugal by LiveMode, CazeTV's owner, where a YouTube channel featuring Cristiano Ronaldo as a stakeholder is broadcasting World Cup games. The strategy aims to connect with audiences whose media habits have evolved, as noted by broadcasting analyst Danni Moore, who states that 53% of 18-34-year-old sports fans prefer streaming. However, CazeTV's integration of sports betting odds into its broadcasts has drawn criticism in Brazil, where gambling addiction is a growing concern for the government.

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Brazil is one of the places where this transformation has moved very quickly, so it has allowed us to test and refine ideas at scale.