Kantar launches its Entertainment on Demand service in Spain

The new Entertainment on Demand service Kantar, which provides data from a longitudinal study on the streaming video and music sectors to platforms, content providers and investors, 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 said streaming services, operation y 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 provision to cancel subscriptions to video on demand platforms, which is in the 23% and that is justified in the saving money; or the victory of the dragon house of HBO Max like him most followed title of 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 at Kantar, Worldpanel division, highlights the important role that streaming services play in Spain: "Streaming has an increasing presence in Spain, where seven out of every ten households are subscribed to a platform, ahead of countries like Germany (53%) and the United Kingdom (56%). We even see that it is a market whose growth is still very exponential, which can reach more than 80% of the population, as is the case in the United States with five platforms contracted per household."

This first analysis Entertainment on Demand of Kantar throw others interesting keys, as the Spanish public is less prone to “binge watching series or the fact that most people access the IP services through the Smart TV applications (59%), compared to 13% who see it through a stick TV and 8% use their smartphone or tablet.