27.4 million Spaniards already consume audiovisual content via the Internet

According to the 2022 Connected Television Study of the Association of Advertising, Marketing and Digital Communication in Spain (IAB Spain), Connected Television achieves greater penetration in the young target, reaching 87% (from 16 to 30 years old) and 85% (from 31 to 50 years old).

This study, which is supported by Kantar y Konodrac and has been prepared by Elogia, analyzes key aspects of Connected TV such as its business opportunities, consumption habits, the differences in use between Connected TV and Non-Connected TV or the penetration of Smart TV in Spanish homes. It also includes the vision of sector professionals regarding investment, purchasing models and marketing of the format, among other topics.

82% of Internet users aged 16-75 access TV audiovisual content through the Internet regardless of the access device (Smart TV or other devices), which represents 27.4 million individuals. Although the average penetration reaches 82%, the age profile with the highest penetration is the young 87% (from 16 to 30 years old) and 85% (from 31 to 50 years old).

6 out of 10 Internet users watch audiovisual content through their Smart TV. 49% access Connected TV with a device other than Smart TV (Set Top Box, Smartphone, Laptop/Desktop Computer, Console or Tablet).

Consumption habits

Los Connected TV users count on 2.3 televisions in the home 40 inches on average, while non-Connected TV users have fewer televisions (1.9) and smaller sizes (37.8 inches).

Los informative They are consumed in a similar way between Connected TV users and non-users. Connected TV users stand out for their consumption of movies, foreign and national series, sports and live events. Both targets watch television in the company of other adults (those aged 31 to 50 and 51 to 75 stand out), spending, for the most part, 1 to 3 hours.

The average consumption in minutes is higher on Connected TV (138min) than on Non-Connected TV (124min). The moment of consumption is prime time, regardless of the profile and device. The preferred times are also the same for both users: before bed, during dinner, and during food.

Connected TV users consume, in a greater proportion, other devices when watching TV: 55% of Connected TV users vs. 38% of Non-Connected TV users, with the Smartphone being the device chosen for both.

Advertising

The most used platforms are: Netflix, YouTube, Amazon Prime Video, HBO, Disney+, Movistar Plus+, AtresPlayer and Mitele. YouTube (88%) and Mitele (81%) are the Connected TV platforms where the most advertising is consumed, and YouTube is positioned as the platform on which users would be most willing to watch advertising in exchange for certain advantages (69%) .

In this sense, the main drivers for seeing more advertising are a lower monthly subscription price, offers of free services and that advertising does not cut off important scenes. As the study reveals, advertising is better tolerated on free platforms (4.2/10) than on payment platforms (1.5/10).

63% of professionals in the sector have a specific media planning or inversion for Connected TV. 75% perceive in their company, or among the clients they manage, interest
for the competitive advantages of Connected TV as an advertising medium to reach consumers.
Among the main reasons why professionals use Connected TV, they highlight that it is measurable and its ROI can be determined, that it allows you to get ahead of the competition in innovative actions and that it presents the same benefits as non-Connected TV.

The need to have means that guarantee high coverage is positioned as the main brake. However, having greater knowledge about the possibilities it offers and having an expert in the company would encourage professionals to invest more in Connected TV.

The advertising budget management At Connected TV it is managed mainly through the TV (31%) and digital (29%) department. Additionally, 9 out of 10 use the programmatic buying/selling model. The metrics that generate the most confidence are the viewing percentage (49%) and the frequency (44%). FAST (36%), AVOD (35%), TVOD (33%) and SVOD (33%) are positioned as the best-known Connected TV marketing models.

Gustavo Nunez, general director for southern Europe of Kantar's Media Division, points out that “this new context of digitalization and fragmentation of media and devices must be well understood. Therefore, more digital audiovisual measurement tools are necessary in a home where television continues to be the epicenter of entertainment and leisure. That is the CTV, and it will help us generate a level of granularity and detail at the key measurement level to know what happens inside homes,” says Gustavo Núñez, general director for southern Europe of Kantar's Media Division. .

Access to the Connected Television Studio 2022, here.

Other articles on IAB, Konodrac