The Campeonato Paulista, also known as Paulistão, has achieved a significant milestone by becoming the most watched state football tournament in Brazil, outpacing its rival, the Campeonato Carioca. This notable shift is attributed to the broadcast of matches on platforms like CazéTV, TNT, and Record, which have attracted audiences away from the traditional Globo network. The surge in viewership highlights a growing trend where alternative broadcasting platforms are gaining popularity among sports fans.

Data from Kantar Ibope indicates that the reach of Paulistão has exceeded that of the Campeonato Carioca by a notable margin. In addition to traditional TV viewership, Paulistão's presence on YouTube has dramatically increased its audience numbers, often nearing three times that of other state tournaments. This indicates not only a competitive edge in viewership, but also a significant shift in how sports consumers are engaging with football content in Brazil.

The implications of this change are profound for Brazilian sports broadcasting, as new platforms challenge established giants like Globo. The rise of Paulistão in the ratings marks a pivotal moment for football broadcasting, pushing other tournaments to adapt in order to capture viewer interest. This trend may lead to an evolution in how future tournaments market and broadcast their games, emphasizing digital platforms to reach broader audiences.