June, 2026.- Digital audio in Brazil is ready. The market just has not realized it yet. Rodrigo Tigre, President & Co-Founder of Ozen.fm, has been saying this for months—and he has the data to back it up.
Brazilian audiences are already living in audio. Streaming platforms, podcasts, and digital radio have become part of daily routines: during commutes, workouts, work hours, and household chores. Yet advertising investment in digital audio remains disproportionately low compared to the time consumers actually spend with the medium. That gap, Tigre argues, is not just a missed opportunity. It is a failure of the market to catch up with consumer behavior.
Tigre has been leading a series of roadshops around the theme “Audio in the Media Plan: how to include audio in the media mix and measure real results.” The core message is simple but urgent: audio is no longer a secondary channel or a remnant buy. It is a primary medium that builds frequency, drives memorability, and reaches audiences in moments when visual media cannot.
In this interview, Tigre discusses the current state of digital audio in Brazil, the specific barriers preventing faster adoption (including measurement skepticism and outdated media planning habits), and how brands can effectively integrate audio into their media strategies. He also addresses the measurement question head-on: digital audio is not unmeasurable. In fact, it offers attribution capabilities that traditional radio never could, from streaming analytics to pixel tracking and conversion data.
This is a conversation about recalibrating the media mix, trusting new evidence, and finally giving audio the place it deserves in the plan.
