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Xsports Debuts With 2 Million Viewers in 3 Days and Threatens Globo’s Reign in Sports
A new name has started to shake up the sports landscape of Brazilian television. Xsports, a channel 100% dedicated to sports and broadcast on open TV, officially premiered on August 16, 2025 and already shows it doesn’t intend to be just a supporting player against giants like Globo. In just three days on air, the broadcaster surpassed the mark of 2 million viewers and recorded 3.1 points of household coverage, according to a survey by Kantar Ibope Media.
The Debut and the Bet on European Football
The turning point for Xsports was acquiring the exclusive rights to the Bundesliga, the German football league, which has historically been aired by broadcasters such as RedeTV! and TV Cultura. The decision surprised the market and has already shown immediate effects: traditional broadcasters lost audience share, while the new competitor is being seen as a solid alternative for those seeking free sports on open signal.
The strategy focuses on the prime time for weekend fans. Bundesliga matches are broadcast on Saturdays at 10:30 AM, taking advantage of the morning slot before leisure and family commitments. This scheduling adjustment was designed to attract a broader audience, including casual fans and European football enthusiasts who had previously relied only on pay TV or streaming to follow their favorite clubs.
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More Than Football: A Diversified Sports Schedule
Although the Bundesliga is the flagship, Xsports plans to build a varied lineup. In addition to broadcasting top leagues like Premier League, LaLiga, and Italian Serie A, the channel also bets on sports that traditionally have less space on open TV, such as volleyball and Nascar races.
The stated goal is to democratize access to sports, bringing high-level competitions to millions of Brazilians at no additional cost. This openness contrasts with the trend of paywalls and premium packages that have dominated the sports market in recent years.
In addition to open TV, the programming is already available in pay TV packages — including Vivo, Claro, Oi, and Sky — which further expands the brand’s reach and ensures presence in different audience segments.
Investment in Digital Media and Young Engagement
Another highlight of the debut is the strong digital presence. In just a few days, Xsports reached 88,000 followers on Instagram, a move that reinforces the focus on the young and connected audience. The broadcaster invests in clip highlights, behind-the-scenes content, and real-time interactions to keep the community engaged, a strategy that has been successfully used by streaming platforms and is now consolidating itself on open TV as well.
In the initial numbers, the results were impressive. Broadcasts like Alverca x Braga in the Portuguese Championship reached 0.33 ratings points, while other matches peaked and placed the channel ahead of traditional broadcasters like TV Gazeta, and very close to RedeTV! itself on the very first day of operation.
The Challenge of Competing with Globo
Despite a promising start, the great challenge for Xsports will be to compete directly with Globo, the established leader in sports broadcasting in Brazil. The Rio de Janeiro broadcaster still holds the main contracts for national and international championships, as well as events like the World Cup and Olympic Games.
However, the arrival of Xsports demonstrates that there is an alternative path to gain viewership, especially by offering a free, diverse lineup supported by modern digital strategies. If it maintains its growth momentum and continues to invest in significant contracts, the channel could establish itself as one of Globo’s biggest rivals in Brazilian open TV.
É muito bom para o telespectador ter mais um canal de tv aberta, dando opções para assistir outros esportes!
Aqui na minha cidade ainda não consegui conectar na parabólica
12120 v 29900
Parabólica. Star one D2
Se quizer sintoniza
Blz