Spain catches up with European VOD trend


Details

Juan Fernandez Gonzalez

| 30 March 2016




Nearly one in two Spanish people now consume video-on-demand (VOD) content, taking the country's figures to the level of the rest of Europe for the first time, says a Nielsen report.



vodAccording to the consultancy firm, 47% of Spaniards have consumed VOD recently, a similar figure to Europe's average consumption levels, which Nielsen estimates at 50%. However, less than a quarter of them watch VOD on a daily basis.

Films are the preferred VOD content for Spaniards, with two in three movie-watchers consuming titles on-demand. Over six in ten VOD consumers regularly watch series, compared to nearly 40% of Europeans.

The main reasons for Spaniards choosing on-demand video are convenience to watch it anywhere at any time and binge-watching. The most used devices to watch on are computers, followed by smartphones and tablets.

The Nielsen report includes both paid for and free VOD platforms and found that advertising is an annoyance for the audience. Over 65% said they would like to be able to block advertising, as they don't identify with the advertised products. 60% said they wouldn't mind ads if they were interesting.

“TV's future is personalisation. We want to watch the shows we like when we like. And advertising has the challenge to hit the consumers in the right instant,” explained Francisco Bernabé, media analytics, Nielsen. “If over six in ten viewers are annoyed by advertising, it means companies have to redesign their marketing strategies to create relevant content and not be perceived as spam.”