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YouTube and connected television lead the trends in online video consumption

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YouTube and connected television lead the trends in online video consumption

 

 

75% of users agree to see advertising in exchange for free content, preferring pre-roll (54%) over Post-Roll (34%). IAB Spain, the advertising, marketing and digital communication association in Spain, today presented the Annual Study of Connected Television and Online Video sponsored by Smartclip and carried out together with the company china mobile number how many digit . The study consists of two differentiated blocks, one focused on the use of TV Connected to the Internet, and the other on the consumption of Online Video on different devices, seeking to understand if they are two markets doomed to collide with traditional TV. Connected TV1 in 4 Internet users use  connected TV regularly, 4.3 M Spaniards, data similar to those of a year ago and which confirms that it is a market yet to be exploited. Smart TV is the main device (64%), followed by TV with console (29%), TV with Computer (28%), Hybrid DTT (10%), Blue-Ray Devices (8%) and Set Top Box like Apple TV (5%). In connected TV, the most viewed contents are cinema (56%) and series (54%), followed by YouTube (37%), sports (36%) and TV on demand (36%). The content of Youtubers and Influencers already represents 17%.

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In addition, the study confirms how TVC users use their television for new habits such as listening to music and radio (61%), reading email (38%), search engines (37%), video games (36%), reading the press (32 %), social networks (29%), shopping (20%) or banking (18%).Smart tv1 in 3 users (6.3 million Spaniards) declare having a Smart TV, an increase of 9 points compared to 2014, although only 44% of them have it connected to the Internet. Samsung leads the ranking of Betting Email List with 44%, compared to LG (30%), Sony (12%), Phillips (4%) or Panasonic (3%).YouTube is the App with the most penetration (52%), followed by Atresmedia (26%), Rtve (22%), Yomvi (17%), Antena 3 (16%), Clan TV (16%), Disney Channel (15 %), Facebook (14%) and La Sexta (14%).Traditional TV vs.Connected TV30% have completely stopped watching the programs they can watch on Connected TV on traditional TV. The most watched contents on Traditional TV and Connected TV are very similar (Cinema, Series and Sports), although in the traditional one, the news stand out, while in the connected YouTube, TV on demand and Influencers.On connected TV, programs that could not be seen on traditional TV (74%) and additional content (55%) are mainly seen. 40% of users with connected TV only watch live programs on traditional TV.Online Video90% of Internet users watch video online. The PC (85%) is the main device for watching video, although the Smartphone (41%) and the Tablet (32%) doubled in 1 year.The most viewed contents are Youtube (47%), Foreign series (35%), Cinema (33%), TV on demand (31%), Video clips (28%), Youtubers and Influencers (26%), National Series ( 24%) and Sport (24%).In addition, the study reveals that 4 out of 10 Internet users watch less traditional TV since they consume online video, especially from 16 to 44 years old (47%).1 in 4 Internet users watches videos of Youtubers and Influencers (1 in 3 from 16 to 29 years old), highlighting ElRubiusomg, AuronPlay, Isasaweis, Wismichu or Vegetta. The most consumed Influencers contents are humor, beauty, music, fashion, video games, crafts and cooking.El 12% de los usuarios de vídeo online declara haber pagado por contenidos en alguna ocasión, pero 1 de cada 2 estaría dispuesto a pagar. Los contenidos de pago con más interés son: cine, deportes y series extranjeras. El usuario estaría dispuesto a pagar por ver vídeo online 2€ el programa o 7 € al mes.PublicidadEl 75% acepta la publicidad si con ello acceden a contenidos gratis, principalmente el Pre-roll (54%), seguido del Post-Roll (34%), mientras el mid-roll goza de baja aceptación (13%).8 de cada 10 usuarios perciben que hay más publicidad en TV tradicional que en Video online. 1 de cada 4 usuarios considera el Video recomendado un formato menos intrusivo que la publicidad en TV. El 70% de los usuarios recuerda la publicidad en Video online, y de estos el 76% ha clicado en ella.The most remembered brands are Telecommunications (Movistar, Vodafone, Orange, Samsung, Sony) and Automotive (Opel, BMW, Seat, Audi).

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