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Brazil’s digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Brazil’s digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil’s digital advertising landscape in 2025.​

Brazil’s digital economy is rapidly evolving, fueled in part by ecommerce growth. Our three-report collection explores key trends and opportunities shaping Brazil’s commerce landscape in 2025.

Even as ecommerce alcohol sales rise, physical stores continue to dominate the path to purchase. Nonalcoholic beverages and Dry January are also picking up steam.

OTT video is popular whether it’s free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

What it means for Barclays: The UK-based bank is trying to expand its presence in the US credit card market to boost its profit and share price. But recent co-brand card partnership losses like American are creating setbacks. Barclays lost the Choice Hotels co-brand to Wells Fargo last year. And Deutsche Bank will take over Lufthansa’s co-brand card from Barclays next year.

I'm saying us because we're all part of the British monarch Commonwealth. Marcus Johnson:. Speaking for everyone, are we? Suzy Davidkhanian:. Yep. Marcus Johnson:. Okay, good. All right. We're also joined by a senior analyst who covers retail and e-commerce for us in the UK and Western Europe. She's based in England. We call her Carina Perkins or Charles Dickens. Who would you be, Carina?

This is in contrast to retail ecommerce sales, where Canada’s lagging position against the US and UK is less pronounced and the gap has closed over the past decade. View the forecasts for click-and-collect penetration in Canada, the US, and the UK. Grocery is fueling greater click-and-collect adoption. Grocery likely accounts for the majority of click-and-collect sales.

The attack also impacted UK grocers Morrisons and Sainsbury’s. Some of Ahold Delhaize’s US ecommerce and pharmacy operations were forced offline due to a cybersecurity issue, resulting in empty shelves at some stores and dragging down delivery partner Instacart’s Q4 sales outlook.

This was a notable difference from Pixability’s parallel study in the UK, which ranked brand safety and brand suitability, respectively, as the top two considerations for YouTube marketers.

But retailers should be careful about ad overload, considering a majority of consumers can have negative reactions to ads. 70% of UK adults think digital ads are annoying and unpleasant, per an October 2023 study from Picnic and YouGov. And 66% said annoying or intrusive ads led to them trusting the brand less. Increase the engagement.

Some companies like British retailer Asos have opted to focus on loyalty programs instead in the hopes of driving recurring sales. Others have been pulled to Meta platforms and TikTok, leaning on their large audiences and shoppable commerce features instead.

In 2024, Ä¢¹½AV data partner GWI started offering data on respondents ages 65 and older in seven markets: the US, the UK, Canada, Hong Kong, Singapore, Israel, and Japan. For ease of comparison, our report features data for respondents ages 16 to 64 in all countries. But we have included the data for respondents 65 and older for those seven countries here as a supplement.