Spanish cutting the traditional TV cord

Juan Fernandez Gonzalez | 02-11-2013

More than 30% of connected TV users in Spain say they have radically reduced their traditional TV consumption.

Some 52% of them point out that they watch TV in equal amounts, divided between traditional TV and other devices such as the Internet or on consoles or mobile devices, according to a report by the IAB (Interactive Advertising Bureau). Besides, 61% recognize that they are gradually increasing the use of these devices.

The figures are based on the 3 million users that have already connected their TV to the Internet, mostly through a smart TV or a console.

According to IAB's report, the connected TV owners use it from a multiscreen environment. On average, 4.4 devices are used to watch TV or online video, with smartphones the most used platform (84% of them), followed by computers (78%) and consoles (50%).

Regarding consumption habits, the connected TV has not yet completely taken the place of the traditional one. Although the users watch TV through connected devices almost every day, is during prime time when the connected screens are most used.

The on-demand (VOD) platforms are also popular among connected TV owners. 78% say they use VOD to catch up with shows that they were not able to watch on schedule. Over 60% of them say they don't rent or buy physical movies any more, as they can watch them online though different platforms.

Thus, the online video sites are also increasing their visitors. 96% of Internet users watch video online, with films and series among the favorite content. Youtube (71%) and the VOD platforms Google TV (14%), Yomvi (12%) and Wuaki (11%) are the most-used platforms.

“The digital world has arrived to the offline device par excellence, pointing to a new wave which is going to change consumption habits and ads investments”, said Javier Clarke, mobile and new media director at IAB Spain.

“We are facing a big challenge, the need of producing and developing the best advertising formats to get to this new kind of viewer”, added Scott McCarthy, director of YuMe, multi-screen digital video advertising company. “The connected TV in Spain has become a reality.”