For decades, Globo has been as relevant in Brazil’s media landscape as its popular evening soap operas. But new competitors and changing consumer behavior jeopardized its traditional media model. Globoplay, a digital streaming service, was growing, but it lacked the investment and agility to compete at scale.
As a massive holding company, Globo didn’t have the innovative environment that allowed teams to test and learn from their mistakes. Meanwhile, brands increasingly wanted a multichannel targeted approach to reach audiences and meet business objectives. To become a global digital player, the company needed a fresh direction.