Eight out of ten Spanish users watch streaming video with advertising on connected TV

Integral Ad Science publishes his latest study, titled Press Play: CTV & Publicidad, on the use and preferences of Spanish consumers regarding Connected TV (CTV), as well as their experience with advertising on streaming content platforms.

The first thing that stands out is the increasing adoption of CTV by Spanish users, which this year has reached record numbers as a result of confinements and the greater number of hours spent on the couch. Just as streaming video content services are part of homes. In fact, nine out of ten Spanish Internet users watch streaming content through the Connected TV. And the majority of them (87%) watch some type of ad-supported streaming video content on Connected TV.

Furthermore, the study reveals that users prefer Connected TV for the advertising experience that it offers them. In this sense, 97% of Connected TV users think that there are characteristics of the advertising experience on CTV that make it better than traditional television. Among them, users highlight that it has fewer ads (35%), that they are shorter (32%) or that there are fewer ads that are repeated (24%). Another interesting fact is that 32% of those surveyed usually watch ads on CTV and sit down for it.

About the main motivations of users to watch Connected TV with ads, the study highlights that they do so because of the quantity and diversity of content. In fact, 39% of users like to have a wide range of content to choose from. Additionally, 38% prefer CTV because they watch video content that is not available on other services. And 17% declare that they like that there are advertising breaks similar to those on traditional television.

In line with the above, it is highlighted that context is a very important element for Connected TV users to see advertisements. In fact, 70% of them are likely or very likely to see an ad through to the end if it is contextually relevant.

Finally, it is highlighted that the multitask It is an activity that users carry out while watching Connected TV. In fact, 98% of CTV users use an additional device while watching streaming content. And some of them (24%) multitask specifically to search for the products shown in Connected TV ads.

Benito Marin, Senior Manager, Customer Success, in Spain and Portugal at Integral Ad Science, notes that "study data shows that users are now increasingly open to video advertising options on Connected TV in Spain. Additionally, it is important for marketers to understand the value that consumers place on the context and relevance of an ad within their streaming experience, which often leads them to watch ads to the end. As CTV viewing continues to grow, marketers can take advantage this information to better connect with their audiences and focus on media quality.”