Brazil

Published

June 12, 2025

We collected data from 14 news outlets on TikTok, Instagram and YouTube Shorts:
5 Print , 5 Private broadcaster , 4 Digital .

Overall, these outlets published 8596 posts.

The median outlet published 7.4 TikToks, 6.9 Instagram reels, and 1.6 YouTube shorts per day.

Basics

Platform	Active brands	Posts	% of brands	% of posts
TikTok	12	5643	86	66
Instagram	10	2035	71	24
YouTube Shorts	10	918	71	11

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
Band News (incl. Jornal da Band)	751	360	357	34	17
Folha de S. Paulo	333	333	-	-	-
Globo (incl. TV Globo, GloboNews, G1)	653	653	-	-	-
Metrópoles.com	2592	2592	-	-	-
O Estado de S Paulo	452	149	225	78	23
O Globo (newspaper)	256	95	156	5	3
Record News (incl. Jornal da Record, R7)	406	133	237	36	18
Rede TV	532	270	200	62	20
SBT News (incl. SBT Brasil)	1262	546	314	402	39
Terra.com.br	321	169	67	85	4
UOL	741	156	414	171	6
Valor Econômico	40	-	40	-	-
Veja	223	187	-	36	9
Yahoo! News	34	-	25	9	61
Brazil	8596	5643	2035	918	23

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
Band News (incl. Jornal da Band)	16	40	27	22	17
Folha de S. Paulo	23	17	13	16	17
Globo (incl. TV Globo, GloboNews, G1)	7	19	10	10	13
Metrópoles.com	20	23	7	10	7
O Estado de S Paulo	56	35	12	19	13
O Globo (newspaper)	25	23	12	15	31
Record News (incl. Jornal da Record, R7)	11	24	30	13	14
Rede TV	8	46	19	11	10
SBT News (incl. SBT Brasil)	10	58	24	13	14
Terra.com.br	38	18	10	13	15
UOL	44	34	13	15	16
Valor Econômico	21	29	14	13	14
Veja	37	21	17	20	10
Yahoo! News	46	17	12	11	13
Brazil	21	34	15	14	12
Overall	30	24	19	15	16

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
Band News (incl. Jornal da Band)	6	9	7	10	4	3
Folha de S. Paulo	6	10	7	6	12	4
Globo (incl. TV Globo, GloboNews, G1)	3	4	4	5	19	5
Metrópoles.com	2	4	4	8	5	8
O Estado de S Paulo	3	5	6	8	5	4
O Globo (newspaper)	3	5	8	13	10	4
Record News (incl. Jornal da Record, R7)	3	8	8	5	4	6
Rede TV	3	7	5	7	5	12
SBT News (incl. SBT Brasil)	3	10	4	14	3	3
Terra.com.br	4	5	7	9	5	4
UOL	3	4	4	5	19	3
Valor Econômico	4	6	6	7	6	5
Veja	5	7	9	6	8	4
Yahoo! News	4	6	8	7	6	5
Brazil	3	6	6	9	7	5
Overall	5	7	7	8	7	6

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
Band News (incl. Jornal da Band)	13	4	4	1	6	3	1	2
Folha de S. Paulo	10	5	5	1	3	3	2	6
Globo (incl. TV Globo, GloboNews, G1)	65	31	6	1	2	2	12	5
Metrópoles.com	8	11	11	3	6	6	20	2
O Estado de S Paulo	4	8	7	1	3	2	1	6
O Globo (newspaper)	4	17	7	1	5	2	1	2
Record News (incl. Jornal da Record, R7)	3	4	9	1	4	7	1	2
Rede TV	8	7	5	1	3	2	1	5
SBT News (incl. SBT Brasil)	4	4	4	1	6	3	2	3
Terra.com.br	11	10	5	1	3	6	6	3
UOL	20	10	4	5	7	2	1	5
Valor Econômico	7	7	6	1	3	3	2	3
Veja	9	8	5	1	5	2	2	3
Yahoo! News	16	12	6	3	3	3	2	3
Brazil	12	10	6	2	6	5	8	3
Overall	12	10	8	1	4	3	5	5

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
Band News (incl. Jornal da Band)	110	38	8	52
Folha de S. Paulo	79	87	4	17
Globo (incl. TV Globo, GloboNews, G1)	50	90	4	15
Metrópoles.com	96	80	28	15
O Estado de S Paulo	101	16	4	37
O Globo (newspaper)	199	90	4	32
Record News (incl. Jornal da Record, R7)	48	57	4	23
Rede TV	68	91	4	27
SBT News (incl. SBT Brasil)	77	48	4	29
Terra.com.br	66	62	9	15
UOL	118	87	4	17
Valor Econômico	115	44	4	40
Veja	41	38	4	12
Yahoo! News	43	87	-	-
Brazil	89	57	10	25
Overall	80	76	5	24

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
Band News (incl. Jornal da Band)	31	37	17	7
Folha de S. Paulo	31	33	14	8
Globo (incl. TV Globo, GloboNews, G1)	36	30	13	7
Metrópoles.com	28	35	16	9
O Estado de S Paulo	29	36	16	6
O Globo (newspaper)	38	32	12	5
Record News (incl. Jornal da Record, R7)	29	31	11	6
Rede TV	29	32	12	4
SBT News (incl. SBT Brasil)	36	30	13	7
Terra.com.br	30	40	15	5
UOL	36	35	14	6
Veja	29	38	18	6
Yahoo! News	33	33	11	6
Brazil	33	33	14	6
Overall	34	34	14	7

Note: Outlet-level results are empirical Bayes estimates from the respective analyses.