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Gloob

Gloob, also known as Mundo Gloob, is a pay television channel dedicated to children's entertainment, owned by through its division, and launched on June 15, 2012, as the company's first network exclusively for young viewers. Initially targeting children aged 5 to 8, its focus shifted in 2017 to ages 6 to 9 following the introduction of the complementary Gloobinho channel for preschoolers. The channel emphasizes safe, inclusive content promoting values such as respect and friendship, blending original productions with dubbed international animations. The creation of Gloob responded to the rapid expansion of pay TV in —from 6.6 million subscribers in 2009 to 14 million by 2012—and regulatory changes like Lei 12.485/2011, which mandated more national content on cable networks. Developed by , the name "Gloob" serves as an of "Globo," with its initial unveiled in 2012 and refreshed in 2017 to reflect a youthful, dynamic identity. By 2021, Gloob had achieved leadership ratings among children's pay TV channels in and continues to lead as of 2025, bolstered by adaptations during the , including free streaming access and educational initiatives like "Gloob em Casa" and health-focused segments with Dr. . Gloob's programming highlights include long-running originals such as Detetives do Prédio Azul, Brazil's most successful children's series with over 490 episodes since 2012, and innovative formats like the 2019 sitcom Bugados, the channel's first fully Brazilian comedy series inspired by video games. It also airs global hits like Miraculous: As Aventuras de Ladybug and hosts interactive events, including the annual Navio Gloob cruise and online challenges via "Rolê Gloob." Under directors Tatiana Costa and Flávia Costa, the channel prioritizes national storytelling while expanding digitally through Globoplay, ensuring accessibility for its core audience.

History

Background and Launch

In 2012, Rede Globo decided to discontinue the daily airing of its open-television children's programming block, TV Globinho, which had experienced declining viewership and insufficient advertising to justify its continued weekday slot. This shift was influenced by broader challenges in open-TV children's content, including upcoming regulatory restrictions on child-targeted , prompting the network to redirect resources toward a dedicated pay-TV . The of Gloob addressed the growing for specialized children's programming in Brazil's expanding pay-TV , where potential from subscriptions and targeted was higher. Gloob officially launched on June 15, 2012, at 11:00 a.m. BRT, marking Globo's entry into the dedicated children's pay-TV segment. The debut featured a manifesto-style opening and an initial slate centered on Brazilian productions, including the live-action series D.P.A. - Detetives do Prédio Azul alongside animations such as Vida de Galinha, Fish & Chips, and Meus Amigos Monstros. This emphasis on national content aimed to foster creativity and cultural relevance for young viewers. From its inception, Gloob targeted children aged 5 to 8, offering a mix of playful and educational programming to engage this demographic while involving parents through digital extensions. Headquartered in , the channel operated under the Globosat division (rebranded as in 2020), leveraging the parent company's production infrastructure. Early availability was bolstered by distribution agreements with key pay-TV providers, such as and Claro TV, ensuring broad initial reach across .

Post-Launch Developments

Following its launch in , Gloob expanded its portfolio by introducing a sister channel, Gloobinho, on October 17, 2017, targeted at ers aged 2 to 5 years old. This development allowed Gloob to refine its focus on content for children aged 6 to 9 by shifting programming to the new channel, which featured age-appropriate animations and . In January 2020, Gloob underwent organizational changes as part of 's broader unification, merging operations of , (Gloob's parent entity), Globo.com, , Som Livre, and DGCorp into a single streamlined company to enhance efficiency and digital integration. This restructuring positioned Gloob within a more cohesive "mediatech" framework, emphasizing content creation and distribution across platforms. Concurrently, Gloob deepened its streaming integration with , enabling on-demand access to its programming and marking a shift toward hybrid linear and digital delivery models. Gloob marked its 10th anniversary in with special programming events, including crossovers between popular series like Detetives do Prédio Azul and Bugados, as well as community initiatives such as an artist-led revitalization of an urban alley in . These celebrations highlighted the channel's growth and commitment to engaging young audiences through innovative content. By its 13th anniversary in 2025, Gloob had solidified its leadership in Brazil's children's pay-TV segment, achieving top ratings among channels for kids aged 4 to 11 in June, with a 13% audience growth that month. This milestone underscored the channel's sustained dominance in the competitive landscape. Amid rising global streaming competition from platforms like , Gloob responded by intensifying its emphasis on original content, producing over 160 national projects since inception to foster cultural relevance and viewer loyalty in a diversifying market. This strategic pivot aligned with Grupo Globo's broader efforts to counter international services through localized storytelling and expanded digital accessibility.

Programming

Original Productions

Gloob's original productions are developed in collaboration with Globo's studios in , emphasizing live-action and animated series tailored for children aged 6 to 12, with recurring themes of , , and elements of Brazilian culture. These homegrown contents often incorporate educational messages, such as promoting diversity and environmental awareness, to engage young audiences while fostering positive values. The flagship series, Detetives do Prédio Azul (D.P.A.), is a live-action mystery adventure that follows a group of children solving enigmas in their apartment building, often clashing with the villainous . Launched on June 15, 2012, as Gloob's inaugural original production, it has become a cornerstone of the channel's programming with multiple seasons and spin-offs, including three theatrical films by 2022. The series highlights themes of and curiosity, drawing from everyday Brazilian urban life. Recent developments include the 20th season, which premiered on May 5, 2025, introducing fresh mysteries while maintaining its core appeal. Other notable originals include Bugados, a live-action sitcom centered on teenage inventors navigating high-tech challenges and rivalries in a gaming world. Debuting on , 2019, the series spans six seasons, concluding with its final run in 2023, and emphasizes and problem-solving through humorous escapades. Valentins, a live-action adventure launched on June 12, 2017, follows four siblings with extraordinary abilities who uncover family secrets after their parents' disappearance, blending elements with themes of resilience and familial bonds across two seasons. Produced by Filmes in co-production with Gloob, it promotes through its portrayal of empowered young protagonists. In 2025, Gloob premiered the second season of the original series O Dia em que a Minha Vida Mudou on July 21. These productions underscore Gloob's commitment to culturally resonant content that contributes to its leadership among child audiences.

Acquired and International Content

Gloob employs a strategy of licensing international programming to complement its original productions, focusing on dubbing and cultural adaptation to appeal to Brazilian children aged 6 to 12. This approach allows the channel to fill scheduling gaps with globally popular titles in genres like adventure, anime, and musical drama, ensuring a balanced daily lineup that integrates acquired content with in-house shows. Among its major acquisitions is the French animated series Miraculous: As Aventuras de Ladybug, a production by Zagtoon and that premiered on Gloob in 2015 and has aired continuously since, including multiple seasons and specials. The series is dubbed into at studios in , with voice acting that maintains the original's energetic tone while making dialogue accessible to local viewers. Cultural adaptations include specials like Miraculous World: Rio de Janeiro, which incorporates Brazilian settings, landmarks such as Copacabana Beach, and elements of to resonate with domestic audiences. In 2025, the sixth season premiered on January 22. Scheduling places Miraculous episodes in prime evening slots, often at 7:30 p.m., to bridge transitions between original Brazilian content and bedtime viewing. In April 2024, Gloob expanded its offerings with the Japanese series Pokémon, debuting seasons focused on the Alola region (known as Pokémon Sol e Lua Ultra-Aventuras in ) on at 8:30 p.m. Produced by and The Pokémon Company, the acquisition targets fans of the long-running franchise, with full dubbing to align with the channel's localization standards. Episodes air in blocks to complement adventure-themed originals, emphasizing themes of friendship and exploration that fit Gloob's youth-oriented ethos. The Argentine musical series , a production, was relaunched on Gloob on October 7, 2024, after an initial run elsewhere in the region. Centered on a teenage prodigy's journey in music and family dynamics, the show undergoes Brazilian Portuguese and airs in multiple daily slots, including mornings and late nights, to introduce musical variety. This acquisition highlights Gloob's interest in content, with adaptations ensuring songs and humor translate culturally without altering core narratives. Historically, Gloob's international slate evolved from an early emphasis on U.S. animations in its launch phase to broader global selections by the late , incorporating hits like collaborations for family comedies. As of 2025, the channel prioritizes music and humor genres in its acquired content—exemplified by and ongoing Miraculous runs—to counterbalance the adventure focus of its originals, while partnerships with international studios enable hybrid localizations for action-adventure series.

Audience and Impact

Viewership Statistics

Upon its launch in 2012, Gloob ranked 48th among all pay-TV channels in . By 2013, the channel improved to 28th in the national pay-TV ranking, reflecting early gains in visibility among the broader audience. This upward trajectory continued into 2014, when Gloob achieved a 183% audience growth during specific daytime slots, particularly amid shifts in open TV scheduling. Peak performances have been driven by key programming. In 2014, the original series D.P.A. - Detetives do Prédio Azul helped establish Gloob's leadership within children's channels, contributing to awards for best kids' program that year. By 2019, the sitcom Bugados achieved strong viewership in its time slot, exceeding production expectations according to data from Kantar Ibope Media, though a Miraculous Ladybug marathon marked the channel's highest audience that year. Miraculous Ladybug has remained a consistent audience draw since its introduction, frequently ranking among the top performers in the kids' demographic. In recent years, Gloob has solidified its position. The channel led among children's pay-TV channels in June 2025, its 13th anniversary month, with a 13% audience growth fueled by special programming featuring D.P.A. and Miraculous Ladybug, which delivered the highest ratings. This leadership extended into July 2025, topping all children's channels in total day viewership for pay-TV subscribers. Viewership metrics are primarily tracked by Kantar Ibope Media, with top shows like Miraculous Ladybug contributing to strong performance in the kids' demographic in 2024-2025. Comparatively, Gloob has outperformed competitors in Brazil's kids' viewership from 2017 onward. Starting in 2017, it began challenging for the top spot among pay-TV children's channels. By 2018, Gloob surpassed and to claim outright leadership in the segment. This dominance has persisted through 2025, with Gloob maintaining leadership in the children's pay-TV market as of July 2025.

Cultural and Market Influence

Gloob has played a significant role in promoting Brazilian identity within children's media by prioritizing national productions that reflect the country's diverse urban and regional cultures. Shows like Detetives do Prédio Azul (D.P.A.), set in a typical Rio de Janeiro apartment building, feature diverse casts representing various Brazilian backgrounds, fostering national pride and relatability among young viewers. The channel's emphasis on original Brazilian content, starting with D.P.A. as its flagship series, underscores a commitment to portraying the everyday experiences of Brazilian children, distinguishing it from imported programming. In terms of educational impact, Gloob integrates themes that encourage and emotional learning, though specific elements in series like Bugados—a gaming-inspired for ages 8-12—align with broader efforts to engage children in and problem-solving narratives. Similarly, productions such as Valente emphasize and social lessons, contributing to discussions on in youth media. These elements have supported informal educational tie-ins, with Globo's overall content influencing school-age programming since the late 2010s, though direct curriculum integrations remain limited. Gloob contributes to Globo's dominance in the children's pay- market, achieving leadership among child audiences in by 2021 through targeted original content. Recent surveys indicate sustained popularity in the 6-12 demographic, particularly in urban areas, reinforcing its position as a top choice for family-oriented viewing amid evolving patterns. The has received for its programming, including finalist at the 2020 Kidscreen Awards for Best Programming Block, highlighting its international appeal in children's entertainment. While specific wins at Prêmio APCA for shows like Bugados are not documented, Gloob's consistent nominations underscore its quality in children's . Facing competition from streaming platforms post-2020, Gloob has adapted by emphasizing ad-supported, family-friendly content available on , ensuring accessibility while maintaining its linear TV presence in a fragmented . This strategy positions it as a bridge between traditional and digital viewing, prioritizing safe, engaging experiences for young audiences.

Operations and

Ownership and Organizational Structure

Gloob was established on June 15, 2012, as a children's channel under , the subscription television division of , Brazil's largest . Initially positioned to target viewers aged 5 to 8, it represented 's entry into dedicated children's programming, leveraging the parent company's production capabilities. In January 2020, underwent a major corporate restructuring that unified its operations into a single entity, integrating , , Globo.com, , and other units under the Globo brand. As part of this transformation, Globosat's portfolio of pay-TV channels, including Gloob, was reorganized into , a dedicated broadcast network subsidiary that handles linear and on-demand content distribution. This shift aimed to streamline operations and enhance synergies across Globo's media ecosystem, with reporting to the group's central management structure led by the Marinho family. Today, Gloob operates within Globo's Children's Unit, a specialized division responsible for developing and curating kid-focused content across platforms, including original productions and acquired programming. Key leadership includes directors Tatiana Costa and Flávia Costa, overseeing programming and strategy since the post-2020 integration, with an emphasis on fostering Brazilian originals tailored to young audiences. The channel maintains a lean operational model, with production and scheduling handled from Globo's central facilities. Gloob functions as an ad-supported pay-TV channel, deriving revenue primarily from subscription fees via and providers, supplemented by aligned with family-friendly content. Its financial performance is integrated into Grupo Globo's broader streams, which encompass advertising sales across , subscription growth on , and licensing deals for international distribution, contributing to the group's overall 2024 revenue of R$16.4 billion. Headquartered at Globo's expansive studio complex in Rio de Janeiro's Jardim Botânico neighborhood, Gloob benefits from shared infrastructure for content creation, , and technical support. This location facilitates collaboration with other Globo units, including services for international acquisitions and joint marketing campaigns. As a core asset in Grupo Globo's portfolio, Gloob complements flagship offerings like and the streaming service , where its content is often cross-promoted and made available on-demand. Shared resources, such as production teams and pipelines, enable efficient content flow between linear TV, streaming, and licensing, reinforcing Globo's multiplatform strategy for children's entertainment.

Availability, Distribution, and Visual Identity

Gloob has been available on major Brazilian pay-TV platforms, including , Claro, and , since its launch on June 15, 2012. The channel is distributed exclusively within , with no international broadcast agreements, focusing on domestic audiences through these providers, which collectively reach approximately 7 million households as of 2025. This wide availability is facilitated by its ownership under , which maintains strong partnerships with key pay-TV operators. Since 2020, Gloob's full catalog has been integrated into Globoplay, Globo's streaming service, offering on-demand access to episodes, series, and original productions for subscribers.[](https://globoplay.globo.com/c categorias/gloob/) Premium users can also stream the live Gloob channel, while the mobile app supports on-demand viewing with features like episode downloads and personalized recommendations tailored for young viewers. Gloob's initial visual identity, introduced in 2012, featured a geometric design with the channel name in a colorful, playful font to appeal to children aged 5 to 8. In 2017, the logo underwent a rebrand to include single-color variants, primarily in blue, enhancing versatility for use across digital media, packaging, and promotional materials. The branding strategy emphasizes immersive experiences, exemplified by the "Mundo Gloob" campaign launched in 2015, which used teasers and interactive clues to promote new series and build engagement around fictional worlds. Gloob broadcasts in since its inception, aligning with Brazil's digital TV standards, and includes closed captions for to support viewers with hearing impairments.

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