Fifth of Spaniards consume time-shifted TV
DetailsJuan Fernandez Gonzalez | 23 June 2015
Although linear TV still comprises the bulk of Spain's TV consumption, video-on-demand (VOD) and time-shifting are soaring as multimedia set-top boxes and over-the-top (OTT) players grow.
Indeed according to a report by Zenith Media a fifth of Spanish people already consume time-shifted TV with a particular uptake from light TV viewers and youngsters. Pre-recorded programming is mostly consumed during the weekend.
In addition whereas linear TV represented 99% of TV consumption in terms of gross rating points (GRP), time-shifting penetrates in free-to-air (FTA) and pay-TV differently, with premium content consumed pre-recorded 10 times more than FTA equivalents. In specific cases — such as with AXN where an eighth of all consumption through time-shift, or FOX (6%) — the uptake levels are largely above the industry average.
The most popular series for regular programming were also found to be the most consumed pre-recorded content, with El Principe and Masterchef being the most recorded.
Importantly for commercial reasons, companies are already moving towards integrating these kinds of viewers in their plans. Pulse has already added such data since April 2015 and from 1 July, Mediaset will include time-shift consumption figures in its advertising data.