"Anything Goes" becomes most-watched telenovela in Globoplay history

The telenovela "Anything Goes" has broken historical records on Globoplay, becoming the most-watched production in the platform’s history based on the number of unique users. According to Globo, the show reached this milestone between its premiere on March 31 and August 24, surpassing all previous streaming titles on the platform. It also logged the highest on-demand consumption ever recorded on Globoplay during the same period.

Airing during TV Globo’s primetime slot and available simultaneously on Globoplay, "Anything Goes" has not only dominated digital viewership but also gained strong momentum across social media. The hashtag #ValeTudo trended for a cumulative 200 hours throughout the show's 100-episode run, with over two million mentions highlighting its cultural impact and digital engagement.

Since launch, the series has been watched by more than 134 million Brazilians, underscoring the continued cultural relevance and commercial power of telenovelas in Brazil. Globo reported that "Anything Goes" is now the network’s highest-grossing primetime production in the country, attracting 16 brands through 76 branded content activations—a benchmark for integrated advertising in long-form scripted content.

Produced as part of TV Globo’s 60th-anniversary celebrations, "Anything Goes" is a modern adaptation of the 1988 television classic originally written by Gilberto Braga, Aguinaldo Silva, and Leonor Bassères. The 2025 version is penned by Manuela Dias ("A Mother's Love," "Justice") and artistically directed by Paulo Silvestrini ("Never Give Up"), maintaining the original’s narrative tension around themes of ethics, power, and generational conflict.

The record-breaking performance of "Anything Goes" highlights the enduring commercial value of legacy IP when reimagined for modern platforms, and reinforces Globo’s strategic position in leveraging streaming and linear synergy to maximize audience reach and brand integration.