ICCI gathers experts in Rio to discuss Brazilian audiences

The start of 2026 has reinforced a growing trend: the competition for attention in Brazil is becoming more complex, fragmented, and uneven. In a matter of hours, a piece of content can reach millions of views without a clear understanding of who saw it, how the message was interpreted, or what kind of connection was actually formed. 

The multiplication of channels, the rise of closed platforms, algorithmic hyper-segmentation, and the increasing professionalization of digital ecosystems are reshaping the communications field. 

Traditional metrics are no longer enough to capture real influence.
Reaching a large audience doesn’t necessarily mean people are engaging with the content. Engagement doesn’t necessarily mean a shift in perception.
And perception doesn’t always translate into action. 

In this context, understanding Brazilian audiences has moved beyond a technical exercise to become a central strategic priority. This led ICCI to host the “Brazilian Audiences” event in Rio de Janeiro.

The gathering brought together leaders from the democracy, justice, and climate agendas, along with data and communications experts, creators, strategists, organizations from ICCI’s portfolio, and funders. It created a space for open dialogue and critical reflection. The focus was not just on deepening the analysis, but on working together to identify practical ways forward and concrete actions to address challenges in measurement and impact. 

Márcia Cavallari, director of Ipos-Ipec, kicked off the event with a discussion on the challenges of audience measurement in Brazil. She was followed by Semayat Oliveira, who spoke about women and Brazil’s urban peripheries, drawing on her work with initiatives such as Nós, Mulheres da Periferia, Mano a Mano, and Geledés. 

In the afternoon, Felipe Alfieri reflected on what is said and what is heard when it comes to youth and digital culture. Closing the event, Luedji Luna, a Grammy-winning singer and songwriter, inspired the audience during the panel “Imagining the Unspoken.” 

Each panel will get its own post on ICCI’s website, in the News section, over the coming days.

Photos by Pyetra Salles.