Presenting the Results of the XI Edition of Televidente
Category: Spain, Public studies, research
Category: Spain, Public studies, research
We recently presented the eleventh edition of the Annual Viewer Now! Report (XI Wave, 2018), along with our sponsors Telefónica and Ymedia. The main results of the study, which analyzes the growth of audiovisual consumption in Spain, are as follows:
- For the first time, the number of Internet users who have a Smart TV surpasses those who don’t have one; 57% compared to 49% in 2017. Moreover, 85% of users connect it to the Internet, with more than half of them using it during the week.
- Internet users spend, on average, more than 4 hours per week consuming video on smartphones and 37% say that they would increase their use if they had access to unlimited data.
- 62% of Internet users have some type of paid subscription, compared to 51% in 2017; both video streaming platforms (OTT’s) as well as pay TV (IPTV).
- OTT’s are getting stronger and the shared pay model is succeeding. 90% of Internet users point out that that they’re familiar with platforms like Netflix and HBO, while 45% currently use them and 36% pay to use them.
- The Internet pay TV market (IPTV) is dominated by Movistar+, which has 54% of the total.
- Currently 87% of television viewers watch DTT channels, where key consumption hours are between 8:00 pm and 1:00 am. Atresmedia channels have the largest number of regular viewers.
What stands out from the main results is that the Smart TV is now the reference when it comes to watching content. For the first time, there are more Internet users who have a smart TV than those who don’t have one; 57% compared to 49% in 2017. Additionally, 18% connect a Chromecast to their television (+13% vs. 2017), 28% connect a smartphone (+21% vs. 2017) and 22% a tablet (+18% vs. 2017).
For its part, the consumption of mobile video is moving towards individualization and separation from the home. 82% of smartphone users consume television content on this device, spending on average more than 4 hours per week, and 37% say that they would increase their use if they had access to unlimited data. The consumption of content on this device takes place under multiple contexts, particularly highlighted by away from home (51% of Internet users), and in areas of the home without a television (34%).
Regarding the consumption of content, we observe specialization per device. Smart TV users prefer watching fiction, like films, foreign series and Spanish series, with 54%, 39% and 35%, respectively, while the smartphone centers on tutorials and news (55% and 53% of users).
The report also reveals how declared online access to content is increasing and surpasses 50% of the total amount consumed by users (55%). In regards to the breakdown of access when it comes to online consumption, 18% corresponds to OTT’s, 12% to Apps and 16% to streaming and downloads (pirated). On the other hand, 21% corresponds to an IPTV decoder, 24% to a shared community antenna and 9% to DTT channel Apps.
Paying to watch content is leveling off due to the growth of video streaming services (OTT’s), which coexist with services that already exist (IPTV). 62% of Internet users pay for some type of pay TV subscription for content, compared to 51% in 2017. Of these users, 43% have IPTV in their homes (26% exclusively IPTV, the same as in 2017), and 36% pay for some type of OTT (19% exclusively OTT, compared to 9% in 2017).
Pay TV service through a decoder (IPTV) maintains the top position, supported by its features that allow the viewer to watch content that’s adapted to their tastes. The IPTV pay TV market is dominated by Movistar+, which has a 54% market share. While competition has increased in this area, the consumption pattern and satisfaction remains the same, with 61% of people satisfied with this service and with an average of 11 hours of IPTV consumption.
We observe strong growth among video streaming platforms (OTT’s). 90% of users point out that they’re familiar with platforms like Netflix and HBO, while 45% currently use them and 36% pay a subscription (shared of individually). These platforms are oriented differently in terms of gaining and retaining subscribers and users. Netflix is the platform with the most users (34% of total Internet users), of whom 79% pay a subscription (in total or shared).
In regards to the DTT market, we see that it continues to occupy a key space, particularly in primetime. Key consumption hours are between 8:00 pm and 1:00 am and Atremedia channels have the largest number viewers from among Internet users. Key consumption content over DTT includes news and current events (35%), accompanying other activities (29%) and relaxing (28%).
• 7 focus groups with subscribers of various services and devices.
• 4 ethnographic studies with families in homes with high Internet use.
• 1,650 online surveys among Internet users aged 18 to 65 years old.
Fieldwork was conducted during the first quarter of 2018.