As of 2025, the landscape is shifting. The novela das nove no longer captures 50 million viewers; it captures 25–30 million—still a massive number in a fragmented world. Globo is experimenting with "seasoned" novelas (multiple seasons) and "novelas-séries" (shorter, 40-episode hybrids).

The modern classic. Riches-to-rags revenge story of Nina (Débora Falabella) vs. stepmother Carminha (Adriana Esteves). Broke audience records – the finale had 50 million+ viewers.

When a Globo novela addresses a topic—be it organ donation, blood pressure checks, or the legalization of abortion—social debate follows instantly. Studies have shown that novela storylines directly correlate with changes in real-world behavior, such as a spike in divorce filings after an adulterous character leaves their spouse.