GE TV – The New Sports Entertainment Hub

ABOUT THIS ENTRY

GE TV expands sports presence within Globo's ecosystem, responding to the new consumption habits of Gen Z and Millennials by navigating between linear TV, streaming, and social media. The initiative merges Globo's journalistic credibility with the spontaneity of internet-native formats, creating a participatory environment visually aligned with youth culture.

In 2025, the strategy solidified with 12.5 million YouTube subscribers, becoming the country's second-largest sports channel on the platform. This success was proven during the FIFA Intercontinental Cup, which recorded 5.7 million simultaneous devices, the 3rd highest peak in YouTube's global history. With 2.8 billion video views and over 40 sponsorship quotas, GE TV proves that success in sports streaming is driven not only by broadcasting rights, but by innovative formats, accessibility, and community building. (Data from 2025)

How does this represent "Excellence in Engagement"?

1. GE TV translated excellence in engagement by turning sports broadcasting into a shared, participatory experience. The initiative overcame the challenge of extending television's relevance to new paces and spaces, achieving impressive market numbers and becoming the second-largest sports channel on YouTube in Brazil. (Data from 2025)
2. This excellence can be shown through three dimensions:
3. Generational Connection: By reaching an audience that is 60% under 34, GE TV proved its ability to engage young audiences at scale, using formats that unite journalistic credibility with digital language and models.
4. Record Interactivity: Engagement reached historic levels during the FIFA Intercontinental Cup, becoming the most-liked Brazilian broadcast in YouTube history (over 1 million likes) and recording the 3rd highest global simultaneous audience peak (5.7 million devices).
5. Community Building: With 12.5 million followers by the end of 2025, the project proves that excellent engagement comes from format innovation and reducing access barriers, creating a sports culture hub where content doesn't just inform, but invites active participation and identification.

Objective

The main goal of GE TV is to expand the presence and accessibility of Globo's sports content, adapting to changing consumption habits and reinforcing its leadership in the country. The initiative aims to overcome the challenge of extending TV's relevance to new formats and spaces, integrating Globo's digital DNA into a 24/7 channel distributed via Globoplay, YouTube, telecom operators, and Connected TVs. (Data from 2025)

Strategically, the project focuses on three core pillars:

• Engagement: Expand reach among Gen Z and Millennials using a language that blends Globo's journalistic credibility with internet-native spontaneity.
• Growth and Relevance: Establish itself as a benchmark in digital communication and expand Globo's digital share, building a solid foundation for the advertising market in this sector.
• Community: Turn the audience into an active and loyal community, reducing access barriers and promoting shareable experiences.

Ultimately, GE TV aims to be more than a channel: it wants to be a sports content and culture hub that combines format innovation, accessibility, and community building to redefine entertainment for a new generation.

Strategy & Execution

GE TV's strategy relies on multi-platform distribution tied to relevant broadcasting rights, delivered to sports fans through a digital-native language. The brand places content where the audience already is, making it simple and integrated into their routine.

Operational execution focused on creating an environment that merges Globo's journalistic credibility with the aesthetics of internet-native formats, using interactive graphic packages visually aligned with youth culture. Additionally, a major challenge for sports in the digital space is the broadcast delay between platforms; GE TV introduces technologies that make this time difference almost unnoticeable.

These approaches combine broadcast expertise with digital culture to turn sports streaming into a multi-distributed, community experience, ensuring the content informs, entertains, and easily invites participation. (Data from 2025)

Organizations

• Grupo Globo

Credits

Manuel Belmar
Director of Digital Products and CFO
Globo

Eduardo Gabbay
Director of Sports Channels
Globo

Marcelo Fernandes
Head of Product
Globo

Renato Ribeiro
Director of Sports Content Production
Globo

George Guilherme
Director of Sports Broadcasting
Globo

Manzar Feres
Director of Integrated Advertising Business
Globo

Renata Fernandes
Director of Digital Advertising Products
Globo

Manuel Falcão
Director of Brand and Communication
Globo

Fernando Ramos
Director of Strategic Distribution Partnerships
Globo

Pedro Garcia
Director of Content Rights Acquisition
Globo