Kantar launches its entertainment on demand service in Spain

The new entertainment on demand service Kantar, which provides data from a longitudinal study on video sectors and streaming music to platforms, content and investor suppliers, lands in Spain after having taken its first steps in the United States, Great Britain, Germany and Australia.

Entertainment on Demand of Kantar makes a quarterly monitoring of the number of subscribers of these streaming services, operation and screen share of the contents, as well as user acquisition, usage, engagement and churn rates. According to the company, the “largest streaming services in the world” use this service to drive subscriber acquisition, engagement and retention.

Kantar, demonstrating the solvency of its tool, has shared some of the most outstanding behaviors during the period covered by July to September 2022. Among them, we find keys such as the penetration of streaming video services, set in the 66% of Spanish households; the average number of streaming platforms in the total number of households in Spain, located in 3.3 streaming platforms; the forecast of canceling subscriptions to video on demand platforms, which is found in the 23% and that is justified in the money savings; or the victory of The Dragon House of HBO Max like him Title more often from the quarter, followed by Stranger Things (Netflix) y The Lord of the Rings: The Rings of Power (Prime Video).

Dominic Sunnebo, Global Director of Insights in Kantar, Worldpanel Division, highlights the important role played by streaming services in Spain: "Streaming has more and more presence in Spain, where seven out of ten homes are signed to a platform, ahead of countries such as Germany (53%) and the United Kingdom (56%). We see even that it is a market whose growth is still very exponential, which can reach more than 80%of the population as it happens in the United States with five platforms hired by household."

This first analysis Entertainment on Demand of Kantar Throw others Interesting keys, like the Spanish public is less prone to "binge ”of series or the fact that most people access the IP services Through the Smart TVS applications (59%), compared to 13% who see it through a stick TV and the 8% that uses its smartphone or tablet.