Since the launch of Netflix in 2011, the Brazilian SVoD market growth has accelerated, gaining over two million subscriptions in 2016. Until the economic recession in 2014, pay TV subscriptions also enjoyed consistent growth. But since the economic crisis, the two business lines' fortunes have diverged. While SVoD continues to grow, the pay TV market has stagnated. When faced with a trend like this one would be forgiven for assuming this is down to cord-cutting. But data from our Consumer service suggests otherwise; 75% of Netflix respondents in Brazil indicated that they also take a pay TV service. Even more staggering, over 90% of Brazilians who said they have an SVoD service of any kind still take pay TV. It appears early adopters of SVoD in Brazil are content super consumers.