Analysis of the First Half of 2025: What Online Searches Reveal About Brazil
A snapshot of Brazilian interests in the first half of the year reveals a nation divided between its unshakable love for football, anxiety over geopolitical and economic tensions, and a search for comfort in pop culture and viral phenomena.
Throughout the first half of 2025, the online behavior of Brazilians painted a vivid picture of their passions, fears, and aspirations. An analysis of major search trends shows a country that vibrates intensely with football, while also monitoring with concern the external pressures on its economy and technological sovereignty. Amid this complex landscape, digital entertainment and viral gossip served as a release valve, while the pursuit of education and better consumption conditions demonstrated a continuous desire for progress.
Football: The Dominant and Omnipresent Topic
Football reaffirmed its sovereignty as the top national interest. Throughout the semester, matches from the Brazilian Série A Championship dominated search rankings. Rivalries such as Santos vs Flamengo and Bragantino vs São Paulo generated peaks of over 2 million searches each, while games involving powerhouses like Corinthians, Palmeiras, and Botafogo recorded volumes above 1 million. Fans showed particular interest in match results, standings, and especially where to watch the games, evidencing massive engagement with the season.
The international scene also drew attention. The final of the 2025 FIFA Club World Cup, held in the United States, was one of the most searched events. Chelsea’s 3–0 victory over PSG at MetLife Stadium, as reported by the Associated Press, pushed terms like "Chelsea vs PSG score" and "2025 world champion" to the top of trending topics, proving that Brazilians closely follow both local and global football decisions.
Women's football also had its moment of glory. The Brazilian national team’s 6–0 victory over Bolivia in the Women's Copa América sparked interest in match details and tournament standings, showing growing public support for the sport, as reported by NSC Total.
Even behind-the-scenes drama didn’t escape public scrutiny. At Flamengo, a disagreement between coach Filipe Luís and striker Pedro turned into a media soap opera. The coach’s public criticism of the player’s behavior, reported by UOL Esporte, drove a high volume of searches, proving that fan interest goes beyond the 90 minutes on the field and into the locker room stories.
Political-Economic Landscape: Internal Tensions and External Pressures
Alongside sports, searches revealed a Brazilian public that is alert and anxious about the political and economic landscape. The term "IOF" (Tax on Financial Operations) saw a spike in interest, reflecting concern over potential changes to financial transaction taxes.
However, the most buzzed-about topic was the controversy dubbed "Trump vs. Pix". The U.S. government, under Donald Trump, launched a trade investigation against Brazil, citing the instant payment system’s success as unfair competition to American companies like PayPal. News that the U.S. might impose a 50% tariff on Brazilian products, as reported by outlets such as O Tempo and Exame, sparked a wave of searches and a strong nationalist reaction on social media, with memes and slogans like "Pix is ours, my friend" gaining popularity, as highlighted by Roberta Jungmann.
Geopolitical tension escalated with news involving NATO. Statements by the alliance's secretary general about potential sanctions on countries with commercial ties to Russia, including Brazil, due to the war in Ukraine, triggered a spike in searches, as reported by UOL News. Within days, Brazilians found themselves at the center of international pressure, turning to the internet for answers about the risk of trade wars and diplomatic isolation.
On the domestic front, political polarization continued to surface in searches for terms like "Bolsonaro arrested" and "Lula impeachment", albeit with lower volume. These searches indicate the persistence of narratives around punishment and the removal of leaders, while terms like "Lula veto" show close attention to the current administration’s actions.
| Category | Topic | Presence in News Portals | Topic Strength | Search Potential | Advertising Potential |
|---|---|---|---|---|---|
| Politics & Economy | Trump's tariffs / investigation against Pix | CNN: “Private sector contacts…”; Folha: Lula's statement; UOL: economic impact analysis; Gazeta do Povo: Brazil‑US conflict (CNN Brasil) | 🔴 High – national and international impact | 🔴 Very high – sustained interest | 🔴 Excellent – finance brands, fintechs, institutional consultants |
| IOF tax increase and government/Congress conflict | UOL, Folha, Gazeta do Povo, Wikipedia: extensive coverage of progress, setbacks, and legal battles | 🔴 High – ongoing institutional crisis | 🔴 Very high – public seeking explanations | 🔴 Excellent – banks, accountants, financial edtechs | |
| Infrastructure & Social | INSS payments and social benefits | UOL (INSS calendar); UOL general news lists social groups | 🟠 Moderate – direct daily impact | 🟠 High – active research by beneficiaries | 🟠 High – insurance, banks, pension advisors |
| Entertainment & Media | Leadership change at TV Globo (Amauri Soares → Leonora Bardini) | UOL/Estadão: Splash highlight | 🟠 Medium – cultural sector, niche audience | 🟠 Medium – media and culture enthusiasts | 🟠 Medium – content partners, TV and streaming sponsors |
| Technology & Apps | Release of betting apps on the Play Store | Folha Painel S.A.: technical coverage of regulation | 🟠 Medium – emerging regulatory theme | 🟠 Medium – curious users and potential bettors | 🟠 High – operators, developers, betting-related fintechs (note: regulated products) |
| International Politics | BRICS summit in Rio de Janeiro | Wikipedia: summit agenda | 🟠 Medium – diplomatic/international profile | 🟠 Moderate – geopolitical interest | 🟠 Medium – international consultants, trade, public sector and NGOs |
| Environment | Water crisis and fires in Pantanal and Amazon | Wikipedia: detailed reporting on impact | 🟠 Medium – growing environmental concern | 🟠 Moderate – eco-community, press | 🟠 High – NGOs, insurers, conservation companies |
| Security & Violence | Attempted attack at Lady Gaga's concert in Rio | Wikipedia – report of the foiled plan | 🟠 Medium – public security, real impact | 🟠 Moderate – concerned public | 🟠 Medium – private security companies, urban monitoring systems |
Pop Culture and Viral Phenomena: The Mirror of the Digital Daily Life
It wasn’t all serious topics for Brazilians — many also sought escape and entertainment in pop culture. One emblematic case was the influencer known as “Buzeira”. After hosting a luxury wedding, he caused controversy by collecting and not returning expensive jewelry and watches from guests. The story, detailed by Metrópoles, went viral, generating thousands of searches and revealing the public's fascination with ostentation mixed with strong critical judgment.
Another viral story that crossed borders was that of Andy Byron, CEO of a tech company caught in an intimate moment with a colleague during a Coldplay concert — broadcast on the stadium’s big screen. As reported by O Tempo, the case became a global meme and was widely searched in Brazil, showing how international scandals quickly become local news.
In entertainment, the series “The Summer I Turned Pretty” captivated young audiences, who eagerly searched for new episode dates and times. Meanwhile, the Tomorrowland electronic music festival in Belgium made headlines for a more worrying reason: a fire at its main stage days before the event. Images of the incident, published by CNN Brasil, went viral and prompted anxious searches by fans.
Most searched keywords cloud
Consumption and Aspirations: Between Bargains and Dreams
Material aspirations and the hope for a better future also left their mark on search trends. The 2025 Amazon Prime Day, the major online shopping event, triggered search spikes for discounts, confirming that Brazilian consumers are increasingly attentive to promotional events.
Dreams of changing life through luck also persisted, with terms like “Mega-Sena” and “Lotofácil” consistently trending with each new lottery draw.
Bitcoin surge reignites euphoria in the crypto market
Bitcoin has once again surpassed the USD 70,000 mark, driven by positive U.S. economic data and a drop in inflationary pressure. ETFs continue to attract institutional investors.
📌 Comment: The renewed optimism surrounding cryptoassets may present opportunities for companies with dynamic treasuries or those accepting digital payments.
OECD revises Brazil's growth forecast upward for 2025
The Organisation for Economic Co-operation and Development (OECD) has revised Brazil’s GDP growth forecast to 2.5% in 2025, citing improvements in domestic consumption and fiscal stability.
📌 Comment: This positive outlook boosts Brazil’s appeal to foreign investors and strengthens the real against the dollar.
Brazil nears agreement with China for electric car factory
The Brazilian government is negotiating with a Chinese automaker to install an electric vehicle factory in Minas Gerais, focused on exports to Latin America.
📌 Comment: The automotive and battery supply chains should prepare for potential investments and growth in the coming years.
Issuance of sustainable bonds hits record in 1st half
The volume of green bonds and ESG-linked securities grew by 44% in Brazil compared to the same period last year, according to data from B3.
📌 Comment: A clear sign that ESG is no longer just about reputation, but also a strategic tool for funding.
In education, the FIES 2025 (Student Financing Fund) program saw a significant surge in interest, especially during the enrollment opening period for the second semester. According to an analysis by the Sala Digital platform — a partnership between Band and Google — searches related to how to finance college, deadlines, and conditions of the FIES Social revealed both the desire for access to higher education and the financial difficulties faced by thousands of young people and their families.
