How Globoplay Scaled a Predictive, Low‑Effort Customer Experience with DMA’s Digital Menu

Grupo Globo is the largest media group in Latin America and one of the most influential communication companies in the region. With operations spanning television, streaming, digital platforms, publishing, and live events, Globo reaches millions of people daily and plays a central role in Brazil's media, entertainment, and information ecosystem.

Briefly describe the nominated organization: history and past performance (up to 1,250 characters):

Globoplay is Brazil's leading streaming service and the digital platform that centralizes the distribution of all content from Grupo Globo, the largest media conglomerate in Latin America. With more than a decade of operation, it has established itself as "the home of Brazilian content", bringing together live TV, original series, soap operas, reality shows, sports, and international productions within a single digital ecosystem.

In 2024, Globoplay experienced rapid growth, with a 42% increase in subscriptions and reaching 30 million people per month in 2025. Users spend an average of 2 hours and 9 minutes per day on the platform, one of the highest engagement levels in the Brazilian market. This consumption model, strongly driven by high-audience live programming such as reality shows and major events, generates massive and simultaneous peaks in access and customer service demand. These spikes are particularly concentrated around issues related to access, technical stability, billing, and subscription management.

Within this context, Globoplay faced the challenge of scaling customer service with resilience and efficiency, while preserving a high-quality subscriber experience and controlling operational costs.

Outline the organization's achievements since July 1, 2023 that you wish to bring to the judges' attention (up to 1,500 characters):

In January 2023, Globoplay implemented DMA's Digital Call technology, turning phone support into a visual self-service journey. When subscribers call the contact center, the voice call is automatically digitized and an interactive digital menu appears on the smartphone, with no need for additional apps.

In April 2025, the initiative evolved with predictive and contextual logic. The menu began operating on real-time subscriber data (plan, service status, request history) to anticipate intent and display the most relevant options. Navigation adapts dynamically, prioritizing resolution-focused actions. After a single initial login, subsequent calls automatically load a personalized menu.

This evolution allows subscribers to track and resolve requests on screen, with access to active plans, billing history, registered dependents, and request status. Results improved consistently. Since July 2023, more than 700,000 calls have been digitized. In the initial, non-personalized phase, 44% of requests were resolved within the digital menu; following the rollout of the personalized and predictive journey, this figure increased to 79%.

The initiative reduced human agent interactions by up to 90% for eligible use cases and delivered a 40% reduction in customer service operational costs. Overall customer experience indicators remained exceptionally high, with CSAT reaching 95.29%, reinforcing the effectiveness of Globoplay's service transformation. The project was recognized internally by Globo as a 2025 Technology Highlight, receiving the "Partners of Excellence" award.

Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 1,500 characters):

While most streaming platforms still rely on reactive service models, based on linear IVRs, chatbots, or human agents, Globoplay adopted a predictive, visual, and low-effort approach to customer service. This shift is particularly critical in a context of massive demand spikes generated by live events and high-audience programming.

Before the initiative, approximately 60% of contact center interactions were driven by simple, informational requests. With the predictive digital menu, customer service evolved from a point of friction into an active part of the subscriber experience, anticipating intent, guiding users toward the right actions, and preventing redundant requests.

The project's differentiation lies in the combination of automatic personalization, behavior-based predictive intelligence, and real-time visual tracking of requests. Unlike fragmented market solutions, Globoplay now offers a unified engagement layer that educates, guides, and resolves customer needs at the moment they arise.

The impact is measurable, scalable, and sustainable, delivering simultaneous gains in operational efficiency and customer satisfaction at streaming scale. By embedding predictive intelligence directly into the phone channel, Globoplay transformed customer service into a core experience layer, enabling faster resolution during peak demand, reducing operational strain, and setting a new benchmark for customer experience in the media and entertainment sector.

Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 1,500 characters):

The nomination is supported by the following materials, which provide direct evidence of the claims presented:

• Case presentation (PDF): Details the full context of the initiative, including the customer experience challenge, solution design, evolution to a predictive and personalized digital menu, and measurable results. The document includes key metrics such as call digitization volume, self-resolution rates, operational impact, and customer satisfaction outcomes.
• Usability demonstration video: Shows the end-to-end customer experience in practice, including call initiation, real-time call digitization, secure login, personalized digital menu display, and fast navigation through self-service options. The video visually demonstrates how the technology reduces customer effort and enables resolution within the phone call.
• Media coverage link: Editorial coverage from a leading Brazilian technology and media publication highlights the initiative as an example of digital service innovation and customer experience transformation at national scale. The article provides independent validation of the project's relevance, maturity, and impact beyond internal performance indicators.

Together, these materials substantiate the effectiveness, scalability, and customer experience impact of the Globoplay Digital Call initiative.