Spanish TV platforms dedicated the equivalent of three months in 2022 to the promotion of a single piece of content.
The arguably classic means of promoting yourself when you don’t necessarily have too much to promote was revealed by the measurement tool SVOD Tracker.
In its 2022 report, SVOD Tracker said operators Orange TV, Vodafone TV and Euskaltel promoted third-party content, while the 25 best-positioned titles on Movistar Plus+ were associated with their own brands.
“User viewing habits are guided by how platforms promote and position their content”, commented Fernando Hernáiz, Research Director at AMC Networks International Southern Europe (AMCNISE). “Viewing choices are made more complex by the high number of carousels on the homepage. Platforms must continue to work on designing simpler user interfaces to facilitate access to all types of content for users and to mitigate the effects of decision fatigue on viewers.”
The most promoted content on Prime Video was The Lord of the Rings: The Rings of Power, on Netflix Café con aroma de mujer, on HBO Max House of the Dragon and on Disney+ The Kardashians.
Third-party content dominates among telecommunications operators in Spain, with the exception of Movistar Plus+, which gave top billing to one of its original programmes, Martínez y Hermanos.
The 25 best-positioned titles on Movistar Plus+, are associated with its brand (75% in-house productions and 25% acquisitions). SVOD Tracker says Movistar also stands out as the only one that includes advertising in its main carousel (one in every four panels are advertising banners from commercial brands).
The 25 best-placed titles on Euskaltel are all series from third-party channels, while on Orange TV nearly all are films from Videoclub by Rakuten (pay-per-view). Vodafone TV also gives up its top spots to additional subscriptions bundled with its service and third-party content.
On streaming platforms, the best-placed titles are always in-house productions. 100% of the top 25 titles on HBO Max and Disney+ are original content, while Netflix and Prime Video include content that they have not produced themselves (in the case of Netflix, series produced by third parties, and on Prime Video, pay-per-view or additional subscription content such as Prime Video Channels).
Launched in 2017, SVOD Tracker has been developed by AMC Networks International Southern Europe (AMCNISE) to analyse the position of on on-demand services from streaming platforms and operators in Spain.
