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Cazé TV Transforms Casual Lives Into Digital Audience Phenomenon, Challenges Big Broadcasters, and Conquers Millions With Sports Broadcasts Targeted at Generation Z. Growing Impact on the Market.
Cazé TV has returned to the spotlight in recent weeks by integrating coverage of the FIFA Club World Cup 2025.
Although it does not hold exclusivity, the digital channel has stood out among the media broadcasting the tournament, establishing itself as one of the main online sports platforms in Brazil.
Since its remarkable debut at the 2022 World Cup, Cazé TV has garnered millions of viewers, recently reaching the milestone of 20 million subscribers, becoming a real “threat” to the historical leadership of open television, especially TV Globo.
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How Cazé TV Was Born
Cazé TV emerged modestly, inspired by the improvised lives conducted by Casimiro Miguel during the Tokyo Olympics.
At the time, the influencer gained a large audience by reacting, without official images, to the Olympic events during the night.
The initial proposal was to replicate this model at the World Cup, but with more structure and participation from influencers.
Do you remember what Casé did at the Tokyo Olympics? He was staying up all night reacting without images. He drew thousands of people, and it became very big. So it was: ‘Let’s do this at the World Cup, without rights, without anything,’” recalls journalist Andrey Raychtock, who has been part of the team from the beginning during his participation on the Podcast Charla.
The first version of the project envisioned long daily broadcasts, made in a studio, with support from brands and sponsored content.
“The idea was: let’s take a place, do a live that lasts all day, and react to all the World Cup games with Casé and his friends,” reported Andrey.
Broadcast Rights Changed the Plans
One month before the start of the tournament, the direction changed completely. The broadcasting rights were acquired, and the project was completely restructured.
“Guys, we have the rights. Take this project, throw it in the trash, and let’s make a new project because now we have images,” the producer said.
It was at this moment that the identity of Cazé TV was born, a name that initially faced resistance.
“Where are we going to broadcast these games? Do we broadcast on Casé’s cut channel or create a channel? No, let’s create a channel. What’s the name of the channel? I don’t know, Cazé TV,” Andrey recalled.
“Casé didn’t like the name, but it stayed: Cazé TV, Cazé TV… Okay. Now the name is Cazé TV.”
Rapid Growth and Improvised Operation
The confirmation of the rights led the project to grow rapidly. The team created a schedule with official broadcasts of at least one game per day and live content even when there were no games with images.
“We created a schedule for the whole day of react,” Andrey stated.
Brands began to demand continuous activations.
“Let’s do something for two in the afternoon during a game that we’re not going to broadcast, with a cast that is minimally relevant from an influence perspective. Since there was no deadline to approve actions, it was like this: put the thing on air tomorrow. If the brand complains, we’ll do another one later.”
During the World Cup days, the studio became a continuous production line.
“Anyone who passed in the hallway could go on air. Putting four reacts throughout three games… a lot of people joined in.”
Despite the improvisation, the audience surprised even the team.
“World Cup live on YouTube… the influencer buying rights. It felt natural for us, but for those outside, it seems crazy.”
Partnership With LiveMode and Professional Structure
There is still a perception that Casimiro runs everything by himself, but Andrey refutes:
“People think that Cazé TV is Casemiro in the office like the crime boss, here at the computer. Bundesliga is Casemiro petting a cat. It’s not. He’s not picking up the phone and buying rights out of pocket. You have an agency, you have brands. He lent his name to the project.”
LiveMode was responsible for the technical feasibility of the broadcasts and negotiations with sponsors.
The name of Casimiro functioned as a “name right”, giving identity to the project that would solidify as one of the biggest phenomena of the 2022 World Cup.
Digital Audience and BTS of the Operation
Since its initial success, the rise of Cazé TV raises questions and curiosities about its operation, behind-the-scenes, and market impact.
The channel’s growth has been astonishing.
During the 2022 World Cup, the platform reached peaks of 6.9 million simultaneous viewers on YouTube, becoming a reference in audience among younger audiences.
In February 2025, during Neymar’s re-debut with Santos, it reached the mark of 3.7 million live viewers — numbers that rival those of the highest ratings on open TV.
Obtaining the broadcasting rights for the World Cup was a turning point.
The negotiation took place through LiveMode, a strategic partner that enabled sublicensing with FIFA.
This was made possible by a provisional measure that relaxed digital rights in Brazil, allowing new media to access major sporting events.
Another point that often generates confusion is the financing of the project.
Despite the strong association with Casimiro Miguel, he does not fund the operation alone.
The financial structure comes from LiveMode itself, which negotiates sponsorship quotas with major brands.
Casimiro lends his name, image, and influence — functioning as a “name right”, according to journalist Andrey Raychtock.
Internally, the operation has a lean but strategic team.
During the World Cup, around 21 people worked directly on the broadcasts.
Currently, figures like Rômulo Mendonça, Fernanda Gentil, and other digital influencers are part of the fixed presenting and commenting team.
Regarding future steps, Cazé TV has not yet entered traditional open or subscription television.
However, it is already present on several linear platforms, such as Prime Video, Disney+, Samsung TV Plus, and Mercado Play.
This expansion consolidates the brand as a relevant force in the digital sports media ecosystem, even outside the schedules of major broadcasters.
Threat to Traditional Open TV
The rise of Cazé TV has turned the platform into a direct competitor to TV Globo.
By conquering events like the FIFA Club World Cup and the Eurocup, the platform has begun to share audience with historic broadcasters, especially among young people.
The informality, digital appeal, and high online audience represent a shift in consumer behavior, indicating that television hegemony may be at stake.
The Future of Sports Broadcasts
Cazé TV has consolidated a new way of consuming football in Brazil: spontaneous, interactive, and with a strong digital presence.
Youthful language, combined with coverage of major events like the Club World Cup, Brasileirão, and Eurocup, has turned the channel into a reference among Generation Z.
Will Cazé TV actually take the place of Globo in the preference of sports audiences?
Além de tudo é mais fácil assistir pelo celular e em qualquer lugar já que o YT é leve e não é obrigatório assinatura… Além do mais tem bons narradores que não são clubistas e não forçam narradoras sem qualidade só por serem mulher. Globo com aquele gaga Júnior Capcete e ex jogadores decadentes tendenciosos e muristas só puxando pro lado do flame6da já deu!
Qualquer pessoa pode assistir a Cazé TV. Não depende de idade ou linguagem. A pessoa escolhe o que quer assistir e o horário. Não está presa a uma emissora de TV onde tudo é engessado. A internet driblou as grandes cadeias televisivas. Não assisto TV há muitos anos.
Interessante, ver como foi a evolução das negociações da Cazé TV. Não é apenas a geração Z que sustenta a audiência. Tenho 42 anos, nos grupos de rede social, converso com pessoas de 30 a 80 anos que preferem a transmissão descontraída e não engessada da Cazé TV, de forma original e com muito menos tendencionismo (e clubismo) em relação às transmissões tradicionais.