Nearly 90% of Spanish people consume digital content

Iñaki Ferreras ©RapidTVNews | 03-12-2011

Spanish people are using digital content more and more. During the recent International Digital Content Forum 2011 (FICOD), the National Telecommunications and Information Society Observatory (ONTSI) presented its annual report on digital content in Spain for 2010 and 2011, which revealed how Spanish society is very advanced towards digital consumption.

According to the report, the digital content industry in Spain amounted to 9.1 billion Euros in 2010, 14.1% higher than it was in 2009. The audiovisual segment stands out as the industry's driver with 44% of 2010's total profits. One of the reasons behind this could be DTT, which boosted digitalisation of the audiovisual segment by 90.8%.
Wireless network development and free internet access foster digital content use and social networks, which are used by 55.6% of all internet users. Yet content digitalisation has produced other problems: piracy, changes to the intellectual property law and data protection.
Watching videos online is clearly a growing trend, and has become the main source of online traffic increase. The average time people spend watching online videos in Spain is over 16 hours per person per month (comScore, 2011). Online movie rentals are replacing traditional movie rental.

New digital activities in the audiovisual segment made over 4 billion Euros in 2010, which means it grew by 23% compared with the previous year. DTT represented 59.3% of the total revenues. Advertising in broadcast TV stayed the same as last year. But one of the most relevant points made by the report is that IPTV, internet TV and the combination of both (HbbTV) are essential to pay TV's development in Spain, and following the success of DTT, the future of TV relies on platform integration, easy access to content and user interaction.
There are currently two online video platforms in Spain - Filmix and Watkins - and many more are expected to appear within the next few years. Youzee is expected to become available by 2012 and is currently in talks to establish its business model, under the Intellectual Property Law.
The report also showed users' habits in regard to digital content in Spain during 2011: data shows that 91.5% of them consumed some type of digital content either online or through other devices with no internet connection. 88.9% of Spanish people gain access to the content through a device that’s not connected to the internet, while 68.2% of the population does it online, just using a computer. As far as users' opinion goes, it's clear that 50% of them would take advertising in exchange for free content.