Amazon Prime Video, about to surpass Netflix in the OTT ranking in Spain

GECA has published the ninth wave of its OTT Barometer, which indicates that Prime Video is just over three points away from surpassing Netflix in Spain.

He Barometer THERE is a study with which the consulting firm GECA measures the consumption, habits and preferences of users of the main video-on-demand platforms that operate in Spain. The results are based on a survey of 1.000 personas over 18 years old, all of them with access to the main Spanish video-on-demand platforms. For this ninth wave, which reflects the results of the second quarter of 2021, the field work was carried out between June 29 and July 5.

Among its results, the growth of two platforms stands out above all. Amazon Prime Video leads the increase in consumption with 2.2 points more than the previous quarter. With 68.40%, he closes the gap with Netflix, just over three points away. Movistar+, For its part, it rose 1.1%, reaching 29.3%. GECA attributes this growth to the decisive periods of the Champions League and LaLiga, as well as its recent agreement with DAZN. Netflix, which continues to maintain the first position in the ranking of 71.5%, also grows, but with only 0.3%.

Al margen de los líderes del mercado español, la subida de otras plataformas (7,8%; +3,6), sirve como síntoma claro de la gran fragmentación del mercado. Dentro de este apartado, DAZN (4,2%; +3,2) y of the movie (2,2%; +1,6) son las que consiguen una mayor subida respecto a la oleada anterior.

Acceso a múltiples plataformas

Según apunta GECA, el porcentaje de usuarios que tienen dos plataformas o más sube hasta el 65,3% (1,6% puntos), obteniendo el segundo mejor dato de las 11 oleadas realizadas hasta el momento, solo por detrás del de la cuarta ola (69,9%), coincidiendo con el periodo del confinamiento. En lo que respecta a las combinaciones más frecuentes entre las personas que cuentan con más de una plataforma, la más habitual es la de Netflix + Amazon Prime Video, en esta edición con un 15% del total de casos. Por detrás se encuentran Prime Video en solitario (11,2%) y Netflix en solitario (10,9%).

Netflix repite además como la plataforma que se considera preferente o preferida, siendo escogida como tal por casi la mitad de los usuarios (45,8%), a pesar de haber bajado 3,2 puntos respecto a la encuesta anterior. Vuelve a destacar la subida de Amazon Prime Video que alcanza un 26,6%, un aumento de 3,5 puntos, que la convierte en la plataforma que más crece en este apartado.

Finalmente, en lo que respecta a la ventaja más apreciada de cada plataforma, la más repetida es la gran cantidad de contenido del que dispone cada una y Movistar+ obtiene la nota más alta en este indicador, con un 44%, seguido del 42,4% de Prime Video, 40,8% de Netflix y 31,6% de Milete. En HBO y Atresplayer Premium The advantage with the best rating is the high quality of its series with 35% and 32.8% respectively. In M+ Lite, its exclusive content stands out with 30.6%, while in Disney+, its users highlight the amount of children's content with 39.6%.

The most viewed series

Asked about the content they have seen in the second quarter of 2021 on the platforms to which they have access, users once again place at the top of the classification The one that is coming, a series that crowns the consumer ranking for the third consecutive wave with an audience of 29.1%. The series also retains its second position Vikings (26,6%) y The Handmaid's Tale rises to third position (25.5%) with the premiere of its fourth season, thus relegating The Money Heist, who leaves the podium for the first time since GECA conducted this study.

Among the premiere titles included in this wave of the OTT Barometer, the good results of The innocent, Parot, Who killed Sara?, Loki y Paco's Men, which is among the five most viewed series on Atresplayer Premium. The premieres of new seasons of Elite, The Blacklist y Lupin They also cause these series to rise in the barometer ranking.

Otro dato interesante que aporta el Barómetro OTT del segundo trimestre del año es la forma en la que los espectadores prefieren consumir las series de estreno. Preguntados al respecto, el 67,60% de los encuestados se decanta por tener disponibles todos los capítulos desde el estreno y no esperar a su estreno semanal.