Globo shifts strategy toward drama and mobile-first content

Globo is restructuring its programming strategy to prioritize drama and vertical video content. By 2027, the broadcaster plans to expand its dramatic offerings, including new time slots and increased investment in Globoplay. Following the conclusion of Big Brother Brasil in May 2027, the network intends to offer eight telenovelas across various time slots, including new productions for the 10:30 PM slot.

In addition to traditional broadcasting, Globo is scaling up production for mobile devices. The company aims to turn vertical formats into a permanent business front, following the success of micro-dramas which have surpassed 500 million views. Starting in 2027, every new telenovela will include at least one derivative story produced in a vertical format. This multi-distribution strategy seeks to drive advertising revenue through integrated brand stories and attract streaming subscribers by offering free content on social media and Globoplay to entice users toward paid subscriptions.