Streaming in Spain is consolidated as a shared and profitable experience

The latest “Streams and Screens” report from Magnet, a multinational specialized in programmatic advertising, highlights that the increase in TV audiences via streaming in Spain is accompanied by a shared experience, interaction and trust on the part of consumers, certifying the ecosystem as a key variable for agencies and companies.

According to the study of Magnet, more than two thirds of viewers in Spain consume more content on streaming this year than last. Everything indicates that the trend will continue in the near future: the 60% of streaming users are open to try new services and the 44% plan to subscribe to a new one in the next year. Additionally, the public reports a high level of satisfaction with the viewing experience, even on those plans with advertising.

Streams and Screens also highlights that the 89% of viewers of CTV consume content on common spaces of the home and the 74% affirm that they always or frequently watch accompanied content. This co-visualization behavior favors a greater reach and advertising recall, amplifying the impact of the campaigns.

What does not change is the impact of the live: 66% of viewers watch live sports or events at least once a month, and 46% say they are more likely to take action after seeing an ad within a live broadcast. And this same viewer profile does not mind that an ad is repeated even when consuming the same platform or service from different devices: 50% of viewers regularly see the same ad on several devices and the 57% indicate that this increases the probability of taking an action. Through streaming, advertisers have the unique opportunity to coordinate campaigns across devices, reinforcing the message and generating results.

To Gadea Rodriguez, commercial director of Magnet For Spain, the research reveals, beyond the rapid growth of the streaming ecosystem in Spain, its evolution towards a more mature market. "While Spanish audiences consume more content than ever, they increasingly opt for advertising-supported services to access it. Advertisers who are present in these environments, especially around live sporting events, have a significant opportunity to reach highly engaged audiences at scale. With large live events on the horizon, now is the time to capitalize on this opportunity," he underlines.