Almost 34 million people consume connected TV

95% of Internet users between 16 and 75 years old, which is equivalent to almost 34 million people, use audiovisual content services over the Internet for television. This follows from the Connected Television Study 2025, which has presented IAB Spain, the advertising, marketing and digital communication association in Spain.

According to the study, sponsored by Publiepaña and prepared in collaboration with Praise, the penetration of the Connected TV remains stable compared to 2024, with a similar adoption by sex (51% women and 49% men) and notable among people between 16 and 54 years old. Furthermore, the majority of users watch television in company (77%), especially with their partner (47%) or as a family (32%). Series (84%) and movies (77%) continue to be the most consumed content, followed by news (41%) and sports (36%).

The daily average of connected TV consumption reaches 132 minutes, with those over 65 years old spending the most time, with an average of 161 minutes a day. The highest consumption peaks are concentrated during dinner (56%) and before going to bed (60%). In terms of content preferences, users mainly choose on-demand content (82%), although 1 in 2 also choose linear contents issued in real time.

Series (84%) and movies (77%) are the most consumed content, followed by news, sports and interviews/entertainment. The night continues to be the main time to consume TV and audiovisual content: 60% do so before going to bed and 56% during dinner. Prime time is between 9 p.m. and 11 p.m. (79%), although a small peak in consumption is also seen between 3 p.m. and 5 p.m. (27%).

Devices and connection habits

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

Furthermore, the study also reveals that cThus, half of users (49%) use another device while consuming connected TV, highlighting the use of smartphones (94%), especially to browse social networks (77%) and the Internet (61%). At this point, women are the majority, representing 57% of people who use other devices while consuming Connected TV, as well as young people (62%).

Advertising on connected TV has greater acceptance compared to last year. In fact, 76% of users would be willing to lower the cost of the service in exchange for advertising. On the other hand, the preferred moments to place 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 menu display stands out (64%) and is also their favorite (55%). It is followed by the L Format and the Ad pause Format. As for the perspective of digital marketing professionals, mMore than 80% claim to be investing in connected TV or intends to do so during this year. The main motivations include adapting to new consumer habits (51%) and reaching audiences who no longer resort to traditional media (49%). In addition, 78% highlight the competitive advantages of Connected TV, such as incremental coverage compared to conventional TV (48%), the strategic use of data (42%) and the increase in campaign coverage (41%).

To Esther Balbaci, director of Operational Marketing at Publiespaña, "the results of the new IAB Connected Television study confirm that connected television continues to experience its growing trend and its consolidation as a key channel within the audiovisual ecosystem. This evolution not only responds to changes in the consumption habits of viewers, who increasingly demand more content and personalized experiences, but also represents a great opportunity for advertisers to innovate and enhance advertising investment. Connected television allows combining the reach and strength of the television environment with the precision and segmentation typical of the digital world, generating a high-value, more efficient and measurable advertising environment. At Publiespaña we are firmly committed to this environment, which provides value to both brands and viewers, and we will continue to support all actions that can promote connected television, such as this new study by IAB Spain, which has become a fundamental tool for our entire market, since it addresses all the factors that concern actors in the audiovisual sector.