This is how the pandemic has changed television consumption on Vodafone TV

The way of consuming television on Vodafone TV is experiencing important changes as a result of COVID-19.

Vodafone TV has made public today some global data related to the way of consuming television content through its platform. One year into the pandemic, Vodafone TV users have altered some of their usual preferences when enjoying the service.

He Vodafone TV usage has grown by 34% since March 2020. The largest increases in consumption occur at night, between 00:00 and 07:00 in the morning. This segment, which traditionally had a residual audience, is one of the big changes when it comes to consuming television. Furthermore, each customer sees on average 74 more minutes of television per day that a year ago.

He consumption of DTT channels falls by 5%. There remains a greater global consumption of content from pay channels compared to free-to-air channels. This is a relevant indicator that reveals the value that customers place on your paid content offering.

He access to content applications (HBO Spain, Filmin, Netflix, Amazon Prime Video, YouTube...) has skyrocketed and its use has doubled, going from 33 to 77 minutes, which represents a 136% increase. This increase increases in all time slots, but once again the growth during the early morning hours (02:30 to 07:00) is spectacular with a growth of 593%.

Among the most notable applications, HBO Spain would double its use through Vodafone TV in the last year, driven by the success of Spanish productions such as Patria y 30 coins. Also notable is the case of Filmin, whose use through the platform almost tripled, with a 279% increase. Vodafone TV obtained an increase of 20% more activations in this service, whose subscription is included in the Cinefans pack.

App penetration

In February 2020, Vodafone opened to all its customers (both mobile-only and convergent) the option of enjoying the Vodafone TV offer through the platform's app. It is a online experience through the application from Vodafone TV, without the need for a decoder (Boxless), from a Smart TV, a Smartphone or other mobile devices (Tablet, PC/Mac, Chromecast, Amazon Fire Stick).

With it it is possible to watch different content at the same time on up to 2 devices at the same time, in addition to being able to control what you are watching with live control (stop the broadcast, rewind, go in slow motion) and watch a program that has already started from the beginning, access the programming broadcast in the last 7 days, and download the content to your Smartphone or Tablet to watch it wherever you are. These features are common to the decoder experience.

With all this, around 200,000 of the operator's clients already enjoy this service, without needing to have a decoder (Boxless).

Furthermore, this streaming service experienced a 25% growth in the number of connected devices, which shows that users increasingly value this solution for consuming live and on-demand content.

cinematographic exploitation

The paradigm of cinematographic exploitation has changed. In the last year, Vodafone TV has had access to premieres at the same time as cinemas, something unheard of until then that has completely changed the way film productions are approached. This is the case of films like Mulan y Wonder Woman 1984. Vodafone TV will soon have the film Small Details, con Denzel Washington, y Judas and the Black Messiah, recently nominated for the Oscars.

Ignacio García-Legaz, director of Vodafone TV, has pointed out that "without a doubt, we have lived - and are living - a socially unusual moment that is impacting the way people are consuming audiovisual content. Before the pandemic, we had very defined consumer profiles that were altered by confinement, and now we observe changes in the type of content consumed, in the time slots and in the way of accessing them."

Vodafone TV grew by 46,000 in the third quarter (October-December 2020) and reaches 1,564,000 million customers in Spain that have an offer of more than 140,000 contents.