95% of Spaniards focus on Connected TV

According to the latest study of IAB, powered by Publiepaña and prepared together with Nielsen, the penetration of Connected TV continues to increase: 95% of Internet users access audiovisual content through the Internet, representing around 33 million individuals.

He 95% of the Spanish Internet users, of 16 to 75 years, access audiovisual content television over the Internet, which represents a increase of five percentage points compared to 2023 (90%). This growth has been driven mainly by young people between 16 and 24 years old, mostly men, where it grows 15 points.

Regarding the connectivity, the device par excellence for consuming Connected TV content is the Smart TV, chosen by 75% of users; followed by accessory devices that allow connection to television services or streaming content, also known as set top boxes (34%), with Chromecast, Fire TV and the Movistar Plus+ decoder being the most popular, and the smartphone (29%), with a growth of 14 percentage points compared to 2023.

The majority of Connected TV users consume content mainly in the company of their couple (53%), although they also do it with family (41%) o solos (36%). The most consumed contents are those related to entertainment, like the cine (75%), las series (60%) and sports (50%), as well as current information, such as informative (46%). In fact, the platforms most used and known by Spaniards are Netflix (57%), Amazon Prime Video (55%) y YouTube (53%).

As for the consumption time, the majority of users watch Connected TV between 1 and 3 hours a day, with an average of 156 minutes, representing an increase of 24 minutes, compared to 2023. In this sense, the night is once again positioned as the preferred time for users when consuming TV content (with 78% connecting from 9:00 p.m. to 11:00 p.m.), being the moments of greatest consumption before going to bed (63%). and during dinner (58%).

In parallel, the study also reveals that 65% of users use other devices while consuming Connected TV, such as the smartphone that stands out above the rest (92%), with coexistence being almost universal. In fact, 8 out of 10 users use the second device to browse social networks and 6 out of 10 to browse the Internet.

Viewers more willing to accept advertising

Advertising on Connected TV has greater acceptance compared to last year. In fact, almost the 70% of users would be willing to lower the cost of the service in exchange for advertising, although half of these, only if it does not interrupt the content they are watching. In this sense, consumers prefer advertising before (52%) or after programming (37%).

Regarding the industrial perspective, 2 out of 3 professionals in the sector affirm that they are investing in Connected TV, while 26% say their company will do so within a year. In fact, 94% of professionals include CTV in their media plan, taking into account that reaching Connected TV consumers (58%) and adapting to the new audiovisual consumption environment (52%) are the main reasons for investing in the medium, which represents a growth of more than 20 percentage points compared to 2023.

Finally, the most used advertising model is the purchase of programmatic advertising (64%), followed by the CPM model (53%), while the most popular formats are pre-mid-post roll videos (74%) – which also show greater growth -, followed by HBBTV (54%).