The Rise of Connected Television in Spain

A recent study by IAB Spain, in collaboration with praise and sponsored by Publiespaña, reveals that connected TV (CTV) has become a ubiquitous form of entertainment for Spanish internet users. An impressive 95% of individuals aged 16 to 75 – roughly 34 million people – are now consuming audiovisual content via the internet on their televisions. This signifies a stable penetration rate compared to 2024, with a near-equal split between genders (51% female, 49% male), and strong adoption across the 16-54 age bracket.

Co-Viewing Experiences and Content Preferences

The study highlights that watching television is often a shared experience. A critically important 77% of viewers watch with company, most commonly with their partner (47%) or as a family (32%). In terms of content, series and movies remain king, capturing 84% and 77% of viewing time respectively. News (41%) and sports (36%) also hold significant positions in the content landscape.

Consumption Habits: When and How Spaniards Watch

On average, Spaniards spend 132 minutes per day watching connected TV. Notably, those over 65 years old dedicate the most time, averaging 161 minutes daily. Peak viewing times are concentrated during dinner (56%) and before bedtime (60%). While on-demand content is the preferred choice for most (82%), roughly half of viewers still tune into linear, real-time broadcasts.

The prime time for CTV consumption falls between 9 PM and 11 PM (79%), with a secondary peak occurring between 3 PM and 5 PM (27%).

Smart TVs Lead the Way, But Alternatives Persist

Smart TVs are the primary access point for connected TV, used by 76% of viewers.Though, many users with Smart TVs still opt for choice devices such as set-top boxes (Google Chromecast, Apple TV, Amazon Fire TV, Agile TV, Movistar Plus+) and even smartphones or tablets.

Interestingly, nearly half of CTV users (49%) engage with another device while watching, with smartphones being the most common companion (94%). Social networking (77%) and general internet browsing (61%) are the primary activities on these secondary devices. Women (57%) and younger viewers (62%) are more likely to multitask while watching CTV.

Platform Popularity: Netflix Still Reigns Supreme

When it comes to platform recognition and usage, Netflix leads the pack. It’s recognized by 89% of users and used by 55% within a two-week period. Amazon Prime Video follows closely (82% recognition, 48% usage), with YouTube (77% recognition, 42% usage), Disney+ (73% recognition, 25% usage), Movistar Plus+ (70% recognition, 22% usage), and Max/HBO (68% recognition, 23% usage) rounding out the top contenders.

Advertising on Connected TV: A Growing Acceptance

Consumer acceptance of advertising on connected TV is on the rise. A significant 76% of users are now willing to accept advertising in exchange for reduced subscription costs. This represents a notable shift in attitude compared to previous years.

The preferred placement for ads is before the program (45%), followed by after the program (30%) and upon accessing the platform (22%). Display ads within the menu are the most memorable (64%) and favored (55%) format, with L-shaped ads and ad pauses also proving effective.

Advertiser Outlook: CTV as a Strategic Investment

Digital marketing professionals are increasingly recognizing the value of connected TV advertising. Over 80% report that they are currently investing in CTV or plan to do so this year. The primary drivers behind this investment include adapting to evolving consumption habits (51%) and reaching audiences that are no longer engaging with customary media (49%).

Moreover, 78% of marketers highlight the competitive advantages of CTV, such as incremental reach compared to conventional TV (48%), the ability to leverage strategic data (42%), and increased campaign coverage (41%).

Expert Insight

esther Balbací, director of Operational Marketing of Publiespaña, emphasizes the growing importance of CTV:

The results of the new IAB -connected television study confirm that, the connected television continues to experience its growing trend and consolidation as a key channel within the audiovisual ecosystem. This evolution not only responds to the changes in the consumption habits of the spectators, which they demand more and more It represents a great chance for advertisers to innovate and enhance advertising investment. As this new IAB Spain study, which has become a fundamental tool for our entire market, since it addresses all the factors that concern actors in the audiovisual sector.
Esther Balbací, publiespaña