Over three million Spanish internet users (18% of all internet users) watch online TV, mainly through consoles and smart TVs.
Movies, TV series and sports are the most watched items on connected TVs, although alternative uses such as music, radio listening, playing video games and accessing social networks are also reported.
The study also shows that 19% of online video users have paid to see content, according to the report, which was published by the Interactive Advertising in Spain.
The 18 % of internet users that connect their TVs to the internet via other devices, are mostly males, young and with at least a college level education. The research also shows that three million individuals have connected TV and nearly ten million know the concept, but do not have it at home. Among those who do not have it, the main barrier is the lack of appropriate technology (41%) rather than lack of interest (25%).
While traditional TV is consumed on a daily basis, connected TV is used on a weekly frequency. It focuses, like traditional TV, on prime time but is more used for individual consumption.
Smart TV penetration in Spain is 21%, but the report says that only 36% of those with a smart TV actually use it.
Connected TV users access content via an average of 4.4 devices, including laptops, desktops, smartphones, consoles and STBs. According to the survey, connected TV consumption is not reducing the use of other devices, but maintaining it, with 64% connecting with devices they already own.
The complete study from Interactive Advertising Bureau Spain on connected TV usage in the country can be downloaded here (NOTE the report is only available in Spanish).
