Globo is experiencing a new chapter of instability in its 9pm slot. Despite debuting with high expectations, Tres Grazas has not been able to take off, and is already being treated as an urgent issue within the company.
The Plot averages 22 points in the São Paulo metropolitan area, repeating the lukewarm performance of its predecessor and trailing behind Jornal Nacional virtually every day. On some nights, it can even be outdone by the station’s own production of other tracks.
The numbers also show that Three Graces suffers from consistent viewership declines throughout each chapter. For several nights, the plot starts at about 25 points and ends at about 20 points. This is a decrease of 5 points, which equates to almost 400,000 households in the São Paulo metropolitan area alone.
The reduction varies between 15% and 20% over a few minutes. In capital cities such as Goiania and Vitoria, the decline was even greater, exceeding 25%, and the melodrama’s box office performance was lower than expected at the time.
This scenario alerted broadcasters. According to O Planeta TV, executives have ordered an immediate increase in propaganda, and Dramaturgy has set up a new discussion group to understand why the public is not following the melodrama as much as Globo expected.
The investigation, which began in São Paulo, should suggest a change in the script and a redirection of the center. This is a sign that broadcasters have already authorized emergency adjustments to stem the decline in viewership. The casting of Vivian Araujo, who plays the romantic partner of ex-husband Bello in the story, may be one of the network’s strategies to generate buzz and attract the public.
Bello leaves Tres Grazas after Vivian Araujo joins the cast. understand
Advances in streaming and the expansion of the television crisis
The poor performance underscores Globo’s growing difficulty staying relevant in an environment where open TV consumption is losing momentum over the years.
According to Kantar Ibope data published by NaTelinha in September, streaming and online video exceeded one-third of domestic viewers for the first time in August 2025, reaching 33.5% of connected devices, an increase of 9.1% in just one month.
While digital is advancing, traditional television is receding. Over the same period, open TV fell from 60.5% to 58.5% and pay TV fell from 8.8% to 8%. This contrast highlights the displacement of the general public. YouTube topped the list at 20.1%, followed by Netflix (4.7%) and TikTok (4.5%). Globoplay seems far removed from this group at 1.6%.
With VOD holding steady between 30% and 33% for over a year, Três Graças ended up serving as another symptom of the erosion of open TV. Open TV is losing space exactly where Globo has always dominated.
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