Post by sumaiyasumi8855 on Oct 30, 2024 8:24:41 GMT
On this occasion, and fresh out of the oven, the study prepared by Elogia deals with the universe of Connected TV. What is the penetration of Internet users who use audiovisual content services via the Internet for TV? We will try to answer this and many other questions in the IAB Spain Connected TV Study 2022 .
In this post we summarize the main conclusions of the research; and, if you find it interesting, we encourage you to consult the full report to see the data in more detail. We are sure that this content will be
Connected TV penetration and device usage
What are non-Connected TV users like and why don't they connect?
Do Connected TV users vs. non-users diverge in content consumption?
Platforms and advertising
Advertising is tolerated in
bulk sms marketing audiovisual content in exchange for certain advantages
1. Connected TV penetration and device usage
Connected TV penetration is high and still has a long way to go: 82 % of Internet users aged 16 to 75 use audiovisual content services via the Internet for TV, regardless of the access device (Smart TV or other devices), which represents around 27 million individuals.
Connected TV Study - Demographic
And if we look at it by targets:
Study 02
The age profile with the highest penetration is young people (87% from 16 to 30 years old and 85% from 31 to 50 years old), especially in homes with the possibility of watching TV with children or other adults (88% and 85% respectively).
But how do these users connect to the TV?
60% of Internet users aged 16-75 watch audiovisual content on their home TV via Smart TV (19% who have Smart TV do not consume Connected TV).
While 49% connect to the connected TV with some other device other than the Smart TV (Set Top Box, smartphone, laptop or desktop computer, consoles or tablet).
Connected TV Study - Types of devices
2. What are non-Connected TV users like and why do they not connect?
18% of Internet users aged 16-75 DO NOT use audiovisual content services over the Internet .
The profile of non-connected TV users is older than the user ( average age 50 vs. 45 years for connected TV users) and they are households more likely to watch TV alone than households with connected TV (36% vs. 23% connected TV users).
Connected TV Study - Demographic
And… why don’t they connect to the Smart TV?
It seems that it is mainly due to the lack of habit of browsing television.
In addition to the lack of time or not knowing how it works and not having a platform contracted .
Connected TV Study - Barriers
3. Do Connected TV users vs. non-users diverge in content consumption?
If we focus on comparing both profiles ( connected TV users vs. non-users) we see that there are certain differences:
Connected TV users stand out for their consumption of: movies (78% vs. 66%), foreign series (64% vs. 42%) and national series (61% vs. 33%), sports (39% vs. 29%) and live events (21% vs. 9%). News is consumed in a similar way between Connected TV users and non-users (63% vs. 61% respectively).
Non-Connected TV users watch more TV alone than users (36% vs. 23%).
The average TV viewing time in minutes is greater for Connected TV users (138 min on average) than for Non-Connected TV users (124 min).
Prime time for digital audiovisual content is between 9 p.m. and 11 p.m. for both connected TV consumers and non-connected TV consumers.
Connected TV Studio
Study 07
hours
Connected TV Study - When watching TV
4. Platforms and advertising
We go further and delve deeper into Connected TV users.
What platforms do you use the most?
Connected TV users are more likely to use Netflix, YouTube, Amazon Prime Video, HBO, Disney+, Movistar Plus+, AtresPlayer and Mitele.
Connected TV Study - Which platforms are watched the most?
Where do they claim to consume more advertising?
YouTube (88%) and Mitele (81%) are the Connected TV platforms where most people report consuming advertising, followed by AtresPlayer (69%) and Movistar Plus+ (57%).
Study 10
In addition to being the platform where most advertising is seen, YouTube is also positioned as the Connected TV platform where users would be most willing to see advertising in exchange for obtaining other advantages, such as a better subscription price or exclusive content (69%).
5. Advertising is tolerated in audiovisual content in exchange for certain advantages
For those who do not consume ad-supported connected TV platforms, what would they have to offer to consume it?
CTV users tolerate advertising in audiovisual content in exchange for certain advantages . The main drivers for seeing more advertising are: lower monthly subscription price, free service offers and advertising not cutting off important scenes.
Connected TV Studio - Advertising
The majority (67%) of non-paying platform users would be willing to reduce the cost of the TV service through advertising; although 43% would do so on the condition that the advertising shown does not interrupt the content they are watching.
Study 12
So they would be willing to pay an approximate rate of €4/month . Women, older people and those who watch TV are the profiles where more effort would have to be made to convince them.
Study 13