22% of the total consumption of 'Operación Triunfo' comes from digital platforms

According to a study carried out by Kantar Media in collaboration with YouTube and RTVE, the complementarity of the online audience increased the coverage of the program by 9%, reaching a total (TV + online) of 45% of the population.

The channel of Operation Triumphoh and YouTube, created by Gestmusic Endemol y RTVE as part of the format's transmedia strategy and the rest of the actions on RTVE's own digital platform have turned OT into an unprecedented success in our country. Kantar Media has carried out a study in collaboration with YouTube and RTVE to quantify the scope of this phenomenon.

To this end, an exhaustive analysis of both the network and its digital platform and the official channel of the program on YouTube has been carried out, with the aim of knowing the total reach of the program's audience and how, thanks to the transmedia strategy developed by Gestmusic Endemol and RTVE, which have opted from its beginning for the program to have life beyond television by offering exclusive content through social networks and digital platforms (YouTube and RTVE.es), these have contributed to increasing the audience, thus becoming a good complement to the traditional television.

From this study it appears that almost a quarter of the total consumption of Operation Triumph it was online. 22% of the program's total consumption comes from online digital platforms, something that is striking considering that OT was the audience leader on traditional television. This means that millions of viewers watched it on television, but also millions of people online.

During the month of January, online consumption reached almost six million viewers (5,788,000). The total reach of viewers of the program on television during the galas in January was 18,383,000 people (41.2% of the population). Online, the total number of viewers approached six million (13% of the population). The complementarity of the online audience increased the program's coverage by 9%, reaching a total (TV + online) of 45% of the population.

On the other hand, the multiplicity of platforms with exclusive content contributed to consumption, both on TV and online, growing throughout the contest. Gestmusic Endemol and RTVE's commitment to offering exclusive content on different digital platforms It made many viewers feel attracted to this environment, in addition to building loyalty among the young audiences that were already there. Thus, the live gala on Mondays on television brought together many viewers who had consumed online content on the different Internet platforms during the week.

The study also highlights that the Online consumption in young people between 18 and 24 years old reaches 50%, with similar levels of coverage between the two platforms. In this segment of the population, the distribution of consumption between traditional television and the online sphere was practically identical. This led TVE's La1 to add 503,000 exclusive viewers thanks to digital actions. Therefore, online consumption of the program not only did not harm television consumption, but actually favored it.

It should also be noted that The average weekly time dedicated to the program (gala + summaries + live) was similar on both television and online. That is to say, although it was detected that the majority opted to watch the content through television and, therefore, consumption was greater, those who chose to watch it on an online platform spent a similar period of time.

Finally, it should be noted that the television data (La1 and Clan) correspond to the Kantar Media panel, while online consumption (OT channel on YouTube and RTVE.es) comes from comScore. In the case of joint crossmedia audiences, data from the CMAM project has been used, an agreement between Kantar Media and comScore that has the collaboration of the networks. The data analyzed corresponds to the months of November-December 2017 and January-February 2018, which coincides with the broadcast of the program, produced by Gestmusic Endemol, on La 1 de TVE.