2023全球市场百宝书-巴西篇

䊼銯 C O N F I D E N T I A L & P R O P R I E T A R Y 2湡䔶Part1䊼銯嚋錢饥鵛䬘♨繠崍剒㣐涸䋑㖞✫鍒⚹➊⛎䊼銯僽ᄩ晥♶腊ꝡ鵂涸倝欰絑崸⸂ꆀկPart2䊼銯䋑㖞侨㶶㯮⡤呔㽷䊼銯㙹䋑⻊涸䭯絯䲀鵳䌄勻✫✽翫緸ㄤ䩛劼兜⿺桧涸♳巛⢪霪㖑勹䧭⚹✫侨㶶㯮⡤」ꬠ涸将㕼կPart3䊼銯䋑㖞嶊餩罏嚋錢䊼銯嶊餩罏鳅⚹靭䢆告⿶ꬋ䌢岤ꅾᄩ餘ㄤ剪⸉կ➭又涸汥挿僽➊⛎ᄩ晥⿶霪㥵⡦刿㥩㖑鍘鴪鵯❈嶊餩罏Part4䊼銯遤⚌峯㻋帿Ⰶ✫鍒䊼銯ぐ遤⚌䋑㖞⺫䭍歏(休)ծ康䧬ծ3Cㄤ䎾欽遤⚌կPart5䊼銯䋑㖞蠒Ꝉ蒜挿期妅蒜ծꅽ紨䶔忎갉⛙蒜ㄤLollapalooza갉⛙蒜✫鍒䊼銯杝暵涸蠒Ꝉ蒜挿կPart6䊼銯TikTokTikTok㖈䊼銯涸䨾剣䭷叻鿪㹊梡✫䭯絯㟞Ɤկ䱲程霪㖑勹鳅⚹掚꡶涸ⰻ㺂碫ⵆկPart7䊼銯䋑㖞蠒Ꝉ䎁餗鸑鵂TikTok㖈䊼銯鵳遤劥㖑⻊蠒Ꝉ涸㛇劥䪮䊫կ C O N F I D E N T I A L & P R O P R I E T A R Y 3C O N F I D E N T I A L & P R O P R I E T A R Y 䊼銯嚋錢 C O N F I D E N T I A L & P R O P R I E T A R Y 4䋑㖞嚋ⲃ䊼銯䊼銯僽䬘繠剒㣐涸䋑㖞ず傞⛲僽Ⰼ椕絑崸涸倝欰⸂ꆀ♰➉GDP$1.445⡲⚹㕂㕼꬗獤痦❀㣐涸㕂㹻䊼銯埇騗㔋⚡傞勹♸ꤑ虍檗㢴㼷ㄤ兰ⵄ㢪涸䨾剣文繠㕂㹻鿪䱹㡝䊼銯僽Ⰼ椕痦12㣐絑崸⡤⛲僽㔋㣐倝Ⱓ絑崸⡤BRICSꆄ灉㕂㹻⛓♧勻彂WorldBankStatistaIBGEWorldometers䊼銯➃㣐㢴㢅✵㡫䎃䎃륁务⡙侨➑⚹33.5湱䔲✵䬘♨繠崍絑崸䚪ꆀ涸36%䊩十88%㙹䋑➃〡毛䚪➃〡涸1,171 1,284 1,338 1,452 20Q320Q421Q321Q4㹻䏭嶊餩珘姿♳巛($)㿨2023䎃䊼銯涸➃㖲ぜ⛐GDP鴪奉✫$10,673䊩十䊼銯僽넞䏞㙹䋑⻊涸㕂㹻罜文繠ぐ㕂涸䎂㖲⧩⚹80%紨⚹皮䏞㽲銯❇涸2⦔紨僽皮䏞涸5⦔կ C O N F I D E N T I A L & P R O P R I E T A R Y 5勻彂StatistatradingeconomicsInvestopediaWorldBankgov.brReuters2023䎃㽴！「奉Ⰼ椕鸑胆涸䕧ᆄ䊼銯邍梡ⴀ䔂⸢涸㢕蔼腊⸂絑崸㔐䔱珘㹁կ鵯㖈䖎㣐玐䏞♳䖤渤✵2023䎃館僒涸觌⸽〄㾝Ⱖ务5剢口館僒곡䊵⚹114➉繠⯋⴯♴霪䭷叻荈1989䎃剣絡雦侨研⟄勻涸支剢雵䔶կ1.2%-3.9%4.9%1.4%3.2%20192020202120222023GDP곫雦㟞Ɤ桧䋑㖞絑崸⵸兞〳錜佐Ⰶ♶䎂瘝僽♧㣐爢⠔梡韌鵂⿡宀䎃䊼銯絑崸䭯絯籖虽➃㖲GDP珘姿㟞Ɤ䎃㟞Ɤ桧䱹鵛5%կ逢罜佐Ⰶ♶㖲僽♧㣐꡼곿䊼銯剒㺢剣涸Ⱉ⚡➃♸剒餛瑗涸50%➃〡䭆剣涸餒㺢湱䔲կ➃㖲GDP$14,928餝✈⸂䎂⟟2022䎃䎂㖲䊨餴$1,738剢䊨餴繠⯋2023䎃䊼銯㕂ⰻぐ㖑勹欰崞宐䎂♶ず文鿈欰崞宐䎂剒넞⻌鿈ㄤ⚎⻌鿈欰崞勵⟝剒䊵կ䊼銯5剢ⴀ〡䚪괄鴪331➉繠⯋鳅2022䎃ず劍㟞Ɤ11.6%2023䎃䊼銯絑崸邍梡馄곫劍䎇饥ⴀ絑崸邝鷍劍 C O N F I D E N T I A L & P R O P R I E T A R Y 6勻彂InvestopediacountrymetersUnitedNationIBGE䊼銯嶊餩罏餝✈⸂傢渿䏐㣐涸嶊餩罏纈⡤➃〡䎃륁絕匬ⴔ䋒⡲⚹Ⰼ椕痦Ⱉ㣐➃〡㣐㕂䊼銯䭆剣䖎㣐嫱⢾䭯絯㟞Ɤ涸⸣⸓䎃륁➃〡➭⟌涸餝✈⸂♶㺂牌錠կ2.164➉⚹2023䎃䊼銯䚪➃〡곫雦奉2045䎃㼜鴪奉2.296➉կ䔂㣐涸餝✈⸂馄巾侨涸➃〡鄄錠⚹넞佐Ⰶ/务瘝佐Ⰶ➃纈կ䊼銯➃〡务剣䖎㣐♧鿈ⴔ僽务❡꣌紩➭⟌䖎⛙䠑䪾〳佅ꂁ佐Ⰶ欽✵嶊餩鵯⛲僽鵂⿡Ⳝ宀䎃䊼銯嶊餩佅ⴀ군巛涸韭㔔罜⚂鵯♧馋⸷➠㖈絩絯կ넞佐Ⰶ➃纈⚥瘝佐Ⰶ➃纈⡛佐Ⰶ➃纈20%25%70%68%11%7%202320100-1415-6465+ C O N F I D E N T I A L & P R O P R I E T A R Y 7勻彂InvestopediacountrymetersUnitedNationIBGE䊼銯俒⻊剣ⵆ✵䬘繠Ⱖ➭㕂㹻杝暵涸露鎊俒⻊䊼銯♶ず✵㣐㢴侨䬘繠㕂㹻♶⟄銯棴暅露⚹㸽倰露鎊罜⚂Ⱖ俒⻊暵挿⛲杝Ⱘ♧呔կ䊼銯袕蟎暅露僽䊼銯涸⚺銳露鎊罜ꬋⰦ➭㣐㢴侨䬘繠㕂㹻䨾欽涸銯棴暅露կ䊼銯袕蟎暅露♸妍崍袕蟎暅露⛲剣僈儑涸♶ずկ㢴⯋涸爢⠔匬䧭字偛匬䧭[百分比][百分比][百分比]白种人欧洲人/当地/非洲混血人口非洲人亚洲人原住民1%0.4䊼銯➃〡歋勻荈妍崍ծ务⚎ㄤ❇崍涸獴字絆䧭➃〡涸㢴呋䚍⚹䋞劅㖈䊼銯蜦䖤倝㹐䨪涸㢪⟱⴯鸣✫ꦼ䖤涸(休)劼կぜ獴字✵1872-2000䎃ꢂ鄄䊼銯エ紵կ600♰䊼銯䭆剣⟄袕蟎暅露⚹㛇炄涸俒⻊ず傞絕ざ✫ꬋ崍ծ繠崍韭⡞字ծ䠑㣐ⵄծ䗞㕂ծ傈劥瘝㕂㹻/㖑勹涸俒⻊կ䊼銯僽溫姻涸字偛㣐擧拝կꤑ露鎊㢪䊼銯♸Ⱖ➭䬘繠㕂㹻鵮剣Ⱖ➭♶ず嫱㥵杝暵涸繠굹ㄤ갉⛙俒⻊կ㔔姼㣐㢴侨䊼銯➃䎇♶雩ず♧菚䠑⛐♳涸䬘繠俒⻊կ㸺侅♳涸⥂㸛䚍䊼銯涸㸺侅⛲⫸Ⱖ字偛ㄤ㖑椚♧呋⚪㺢㢴呋կ♶鵂㣐㢴侨䊼銯➃鿪⥌㤀縄끩㣔⚺侅䰃鎊⛓䊼銯䖎㢴嶊餩罏鿪嫱鳅⥂㸛կ65%縄끩㣔⚺侅䖝22%倝侅䖝13%Ⱖ➭ C O N F I D E N T I A L & P R O P R I E T A R Y 8㼭絕1234⡲⚹䬘♨繠崍剒㣐涸䋑㖞䊼銯♶➑䌴プ鴨ꢢ罜⚂鵮僽Ⰼ椕絑崸涸倝Ⱓ欰⸂ⱙկ㖈館僒籖虽涸䲀⸓♴䊼銯䊺絑饥ⴀ✫絑崸邝鷍䎇✵2022䎃㹊梡✫馄곫劍㟞Ɤկ搬罜佐Ⰶ♶䎂瘝➠搬僽霪㕂涸♧㣐꡼곿ぐ㖑勹涸欰崞宐䎂䊵ⵆ䊭㣐կ䊼銯䭆剣䏐㣐涸嶊餩罏纈⡤➃侨馄鵂2.15➉Ⱖ务♧巾⟄♳鄄錠⚹务瘝佐Ⰶ➃纈կ䊼銯䭆剣杝吆♧䋵涸俒⻊կ䊼銯♸䬘繠Ⱖ➭㕂㹻涸⚺銳勹ⵆ㖈✵⵸罏⟄袕蟎暅露⚹㸽倰露鎊կ䊼銯➃〡歋勻荈妍崍ծ务⚎ㄤ❇崍涸獴字Ⱏず絆䧭Ⱘ剣넞䏞涸㢴⯋䚍կ C O N F I D E N T I A L & P R O P R I E T A R Y 9C O N F I D E N T I A L & P R O P R I E T A R Y 䊼銯侨㶶㯮⡤呔㽷 C O N F I D E N T I A L & P R O P R I E T A R Y 10鵛䎃勻䊼銯➃♸✽翫緸涸Ⱒ禹〄欰✫䊭㣐」⻊կ歋✵♳緸涸鸀䖈㟞㢴歏腰♶ⱄ僽剒「㋐昶涸♳緸霃㢊կ歋✵䔲㖑鵘蠒(休)㼆緸絞㛇炄霃倶涸䭯絯䫏餴⟄⿺䐢⟟霃㢊涸ⴀ梡䊼銯涸兰腊䩛劼⢪欽桧䭯絯군巛կ㙹䋑⻊涸䭯絯䲀鵳⤛⢪✽翫緸饥ぢ㣐⠍⻊䩛劼兜⿺桧♶倗以巛105%䊼銯䭆剣Ⰼ椕痦❀㣐䩛劼䋑㖞կ䊼銯涸䩛劼欽䨪ꆀ毛䬘繠㕂㹻䚪欽䨪ꆀ涸♲ⴔ⛓♧կ97%䩛劼侨ꆀ毛➃〡涸涰ⴔ嫱涸䊼銯緸字⢪欽䩛劼♳緸勻彂勻荈Deloitte涸2022䎃侨㶶㯮⡤馋⸷(DigitalMediaTrends2022)勻荈DataReportal涸2022䎃Ⱒ✵䊼銯涸盟デ(BrazilReport2022)85%ず嫱-0.2%14%ず嫱+1.3%⟄㸝戶霃㢊⚹⚺涸獴⸓緸絞崨ꆀ毛嫱 C O N F I D E N T I A L & P R O P R I E T A R Y 11C O N F I D E N T I A L & P R O P R I E T A R Y 䊼銯僽侨㶶㯮⡤」ꬠ涸将㕼勻彂勻荈GSMAIntelligence涸2021䎃嶊餩罏搋挿靈灇(ConsumersinFocusSurvey2021)勻荈Deloitte涸2022䎃侨㶶㯮⡤馋⸷(DigitalMediaTrends2022)勻荈eMarketer涸2022䎃䬘♨繠崍爢❜緸絞欽䨪(LatinAmericaSocialNetworkUsers2022)䊼銯㖈獴⸓欽䨪⿬♸倰꬗㢅✵Ⰼ椕곭⯓㖑⡙➃㖲㯮⡤嶊餩ꆀ⛲㖈⚆歲♳껷㾅♧䭷կ「鵛䎃勻倝䌢䙖！䱽䲃倶涸䕧ᆄ䊼銯涸➃㖲㯮⡤嶊餩ꆀ刿♳♧㽻嚁կCAGR10.2%䊼銯CAGR5.0%Ⰼ椕㬛⛙㯮⡤䚪佐Ⰶ傈㖲♳緸傞ꢂ=10㼭傞20ⴔꛦ䩛劼5㼭傞26ⴔꛦ疴雵劥/䎂匣歏腰/〵䒭劼4㼭傞53ⴔꛦ16515714112010391202220202018201620142012鵛宀䎃䊼銯緸字侨ꆀ涰♰➃77%䊼銯✽翫緸兜⿺桧 C O N F I D E N T I A L & P R O P R I E T A R Y 12C O N F I D E N T I A L & P R O P R I E T A R Y 勻彂勻荈Deloitte涸2022䎃侨㶶㯮⡤馋⸷(DigitalMediaTrends2022)勻荈Data.ai涸2022䎃獴⸓䋑㖞䫣デ(StateofMobileReport2022)GWI2022䎃Ⱒ✵䊼銯涸侨䰘勻荈Newzoo涸2022䎃䊼銯侨㶶䋑㖞䫣デ(BrazilDigitalReport2022)勻荈eMarketer涸2022䎃䬘♨繠崍爢❜緸絞欽䨪(LatinAmericaSocialNetworkUsers2022)ず嫱-4%ず嫱-11%ず嫱+44%ず嫱+11%ず嫱-13%毛欽䊼銯➃傞ꢂ剒㢴涸❀㣐爢❜㯮⡤䎾欽㼭傞/剢80%涸䊼銯➃僽崞駟涸爢❜㯮⡤欽䨪ず嫱㟞Ɤ+14%䊼銯欽䨪㖈䩛劼♳蔄餩涸傞ꢂ㣐㢴欽㖈✫爢❜㯮⡤♳88%涸䊼銯欽䨪Ⱒ岤✫緸紤63%涸欽䨪鸑鵂霄꡼爢❜㯮⡤勻㼊䪪ᄩ晥ㄤ❡ᄩ⥌䜂72%涸䊼銯➃邍爙➭⟌㖈爢❜㯮⡤♳溏ⵌ♧湬㖈㼊䪪涸❡ᄩ䧴剪⸉涸䎛デ8.7䎂㖲嫦剢⢪欽涸爢❜䎂〵侨ꆀᄩ晥゗爙歋✵爢❜䎂〵⢪欽桧鳅넞㔔姼〳⡲⚹蠒Ꝉ涸㛇劥庈麤⤑✵ᄩ晥㖈➢❡ᄩ〄梡ⵌ餝✈瘝嶊餩罏假玐涸ぐ⚡꣌媯♸嶊餩罏䱹鍘կ鵯❈爢❜䎂〵䊺絑䧭⚹蜦》❡ᄩ⥌䜂ծ⟟呔嫱鳅ㄤ✈㹻霉雿涸껷鷥⛓㖑կ03:4902:4702:3401:5801:3301:0900:5800:5700:35社交/消息在线媒体广播电视音乐流媒体在线流媒体游戏播客广播纸媒䊼銯➃㖲嫦傈蔄㖈㯮⡤♳涸傞ꢂ C O N F I D E N T I A L & P R O P R I E T A R Y 䊼銯繠㕂㼆嫱馋⸷2侨㶶錠곸Ⳝ⛖〳鍘鴪䊼銯䨾剣緸字馋⸷1ꨪ(마)㯮⡤ㄤ馄紩䎾欽示㼜䧭⚹侨㶶欰䙖涸倝꡶꬗馋⸷3倝䌢䙖⛓♴侨㶶佅➰倰䒭⛲㼜䧭⚹倝䌢䙖2023䎃侨㶶佅➰䋑㖞곫雦❜僒괄㼜鴪奉1,082➉繠⯋կ姼㢪獴⸓佅➰欽䨪侨곫雦㼜鴪奉1.3➉鳅2021䎃㟞⸈1,600♰կ䒸곭䊼銯侨㶶劢勻涸㔋㣐㯮⡤馋⸷勻彂勻荈eMarketer涸2022䎃䬘♨繠崍爢❜緸絞欽䨪(LatinAmericaSocialNetworkUsers2022)MobileTimeㄤOpinionBox2020-2021䎃涸靈叅馋⸷4崨㯮⡤(OTT)剪⸉㼜鸑鵂劥㖑㹁ⵖ蒜湡괇銻䎛乄歏錠涸⚺㼋㖑⡙䊼銯➚䎃涸OTT雧ꢓ欽䨪侨7,060♰㼜⡙⴩Ⰼ椕痦㔋Ⳝ⛖♸侮⚡务妍ㄤ⚎妍涸OTT雧ꢓ欽䨪侨ꆀ湱䔲կ劥㖑䊭㣢GloboNetwork㕂꣢OTT剪⸉(休)㼆嫱MercadoLibreㄤMagazineLuiza瘝劥㖑⟱⚌㼜Ⱖ歏(休)䎂〵ծꆄ輑剪⸉鍒Ɀ倰呩ㄤ䏐㣐涸ꂁ鷐緸絞紵Ⰶ絡♧涸欰䙖禹絡⸂㕃䧭⚹嶊餩罏涸♧畀䒭(休)䏅կ䊼銯58%涸兰腊䩛劼欽䨪嫦㣔荛㼱㖈䩛劼♳錜溏♧妃⯝餩涸㖈絁錠곸ⰻ㺂罜繠㕂鵯鿈ⴔ欽䨪毛嫱〫