Almost 34 million people consume audiovisual content in Spain through the Internet

95% of Internet users between 16 and 75 years, which is equivalent to almost 34 million people, uses audiovisual content services through the Internet for television. Thus it follows from Connected television study 2025, which has presented IAB Spain, the Advertising, Marketing and Digital Communication Association in Spain.

According to the study, sponsored by Publiespaña and prepared in collaboration with Compliment, the penetration of connected TV remains stable compared to 2024, with a similar adoption by sex (51% women and 49% men) and prominent among people aged 16 to 54. In addition, most users watch television in company (77%), especially with their partner (47%) or as a family (32%). The series (84%) and cinema (77%) remain the most consumed contents, followed by news (41%) and sports (36%).

The daily average of connected TV consumption reaches 132 minutes, being those over 65 years of age who spend more time, with an average of 161 minutes a day. The highest consumption peaks are concentrated during dinner (56%) and before bedtime (60%). As for content preferences, users mainly opt for Contents on demand (82%), although 1 in 2 also choose Linear contents Real time issued.

The series (84%) and cinema (77%) are the most consumed contents, followed by news, sports and interviews/ entertainment. The night is still the main time to consume TV and audiovisual content: 60% do so before bedtime and 56% during dinner. The prime time is between 9pm and 11pm at night (79%), although there is also a small peak of consumption between 15h and 17h (27%).

Connection devices and habits

76% of users access the TV connected through a Smart TV, consolidating as the main option. However, a significant proportion of users, despite having a Smart TV, opts for other alternatives to consume CTV. These options include decoders - such as Google Chromecast, Apple TV, Amazon Fire TV, Agile TV, or Movistar Plus+ -, as well as smartphones and tablets.

In addition, the study also reveals that CThus half of the users (49%) use another device while consuming TV connected, highlighting the use of smartphone (94%), especially to navigate social networks (77%) and the Internet (61%). At this point, women are most, representing 57% of people who use other devices while consume connected TV, as well as young people (62%).

Connected TV advertising has greater acceptance with respect to last year. In fact, 76% of users would be willing to lower the cost of service in exchange for advertising. On the other hand, the preferred moments to locate advertising on connected TV platforms are before the program (45%), after the program (30%) and when accessing the platform (22%). As for the advertising format most remembered by connected TV users, the display in menu (64%) stands out being their favorite (55%). They are followed by the L format and the ad pause format. As for the perspective of digital marketing professionals, Mmore than 80% say they are investing on connected TV or intend to do it during this year. The main motivations include adapting to new consumption habits (51%) and reaching audiences that no longer resort to traditional media (49%). In addition, 78%highlight the competitive advantages of connected TV, such as incremental coverage against conventional TV (48%), strategic data use (42%) and increased campaign coverage (41%).

For Esther Balbací, Director of Operational Marketing of Publiespaña, “the results of the new IAB -connected television study confirm that, connected television continues to experience its growing trend and consolidation as a key channel within the audiovisual ecosystem. This evolution not only responds to changes in the consumption habits of the spectators, which demand more and more customized content and personalized experiences, but also represents a great opportunity for the advertisers To innovate and enhance advertising investment. Spain, which has become a fundamental tool for our entire market, since it addresses all the factors that concern actors in the audiovisual sector. ”

Access to the study.

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