Televidente 2.0 x trends on Video Consumption

1Televidente 2.0 X Oleada
Televidente 2.0
2016-17
(10th wave)
May 2017
Video consumption
trends among Spanish
Internet Users
Public report

The Televidente 2.0 report has presented over the last 10 years the evolution of video consumption in Spain supported by
the technology development, especially in three areas:
The expansion of broadband
connection and the online
access on content has changed
the relationship with linear TV,
allowing the setting of a
customized consumption from
the user perspective.
The emergence of new devices,
especially the smartphone, has
engendered a multi-screen,
decentralized and omnipresent
consumption.
The radical change on TV
offering has expanded the
offering on new platforms
(Youtube, OTTs, channels’ TV
websites) that paves way to a
greater diversity of contents and
proposals.
Analysing the impact of technology on video consumption in Spain
Televidente 2.0
This has set up a new model of video consumption where Content, Occasion, Platform and Device are arranged
according the user preference.
Which changes are happening now?

Objectives and methodology
1

Analysing the development of
video consumption on the main
platforms: DTT, IPTV and OTT,
as well as their users
Three key objectives of this wave
Exploring the remembering
about advertising formats in a
transversal way on devices and
platforms
Exploring how the technological
equipment at user’s home has
been changing, and also the
current moment of the new
screens: Smart TV and
Smartphone

Qualitative Research
7 Focus groups in Madrid
Methodology
1 FG Smartphone advanced
users
Youth 20-30 years old
Use Smartphone to watch video content
in an intensive way, both inside and
outside of their homes
2 FGs OTT Clients
Adults 35-50 years old
1 FG Channel TV apps users
1 FG IPTV other platforms
clients
VOD and App services users
1 FG SMART TV users
Watch at least 4 hours of content
1 FG Movistar+ clients
Subscribed to series, Movies. VOD
and app users.
Quantitative Research
Online Survey
Online survey (CAWI)
Spanish General population (internet users) 18-55 years old
1.410 interviews
30 minutes.
Methodology
Sample
Length
January 2017
Location Spain.
Target
Sampling Error With 95% confidence level, the sampling error is 2,6% for n=1410
Fieldwork

Main results
2
6

The evolution of preferences towards non-linear offering
It becomes to be perceived a loss of
consumption of services based on non-
linear, especially DTT, that just
overcomes half of total consumption
carried out by online audience.
Besides the impact on consumption
offering, it is important to start
considering this impact on
advertising, either for advertisers
and the players themselves.
In this fragmented scenario, it is important serves the audience of new platforms and devices to
know who consumes and how is the consumption of the higher value content, in order to keep
or increase the effectiveness of advertising.
Measuring this on these platforms will be a factor of value for the advertisers.
On IPTV, the linear channels are
losing relevance on consumption
and motivation for subscribing.

The preference of the users begins to change for non-linear platforms.
Although DTT keeps a clear leadership when it is measured the hours of consumption, it has a third of declared occasions
of consumption, and the linear TV keeps 50% of it.
The non-linear consumption offerings (catch-up, VOD, apps, webs..) are capturing
the audience’s interest
23%
30%
10%
18%
9%
10%
Standard open TV
(DTT) by community antenna
TV services on Internet
(Netflix, HBO, …)
Streaming/Downloads/P2P/KODI
DTT multi-devices apps
(RTVE, Atresplayer, Mitele, …)
IPTV multi-devices apps
(Movistar +, YOMVI, Vodafone/Ono TV, Orange/Jazztel, …)
IPTV (Movistar +, Vodafone TV,
Jazztel, …) Decoder
On which platforms video content is consumed?
IPTV
33%
Online content
47%

9Televidente 2.0 X Oleada9
News, Spanish series and contests have DTT as reference platform. IPTV stands out on the most relevant content as
movies, series and sports. OTTs have greater presence at the moment of watching movies and foreign series.
64% 24% 10% 9% 10% 6% 37% 9% 20%
47% 24% 11% 9% 9% 5% 40% 9% 23%
82% 18% 1% 1% 4% 1% 8% 5% 2%
74% 21% 7% 5% 7% 2% 23% 17% 10%
63% 27% 7% 6% 9% 3% 20% 10% 13%
68% 23% 7% 4% 6% 4% 22% 8% 11%
46% 20% 5% 1% 6% 4% 44% 11% 9%
54% 31% 8% 2% 20% 5% 23% 5% 5%
55% 31% 8% 3% 19% 3% 24% 5% 5%
67% 29% 6% 3% 7% 3% 10% 6% 3%
60% 20% 9% 5% 10% 5% 37% 15% 19%
71% 24% 8% 8% 9% 5% 15% 11% 11%
83% 17% 3% 2% 4% 2% 5% 10% 4%
50% 18% 7% 3% 13% 4% 28% 5% 6%
DTT
Consumed content by
platform DTT and/or
Pay TV
Decoder
DTT and/or
Multi-device
APP
On-demand
content
decoder
Recording
and 7 days
On-demand
content
Multi-device
APP
Base: (1410) (593) (432)
News
Spanish series
Children’s TV show
Cooking/ DIY-gardening, decoration, pets,
motor, auctions
Humor
Movies
Foreign series
Documentaries
Music
Soccer: Champions league
Soccer: La Liga/Copa del rey
Mini-serie/ tv movie
Contests and new talents’ shows
Fórmula 1
(593) (593) (432)
OTTs
Downloads/
Streaming DTT APPs
(938) (1410) (994)
Traditional Pay TV (IPTV) Multi-devices APPS

All TV shows or contests are consumed to a greater extent on DTT (except Late Show that are most watched on pay TV).
Tennis, NBA and golf are watched on IPTV.
61% 30% 8% 4% 8% 2% 14% 7% 4%
54% 22% 5% 2% 12% 3% 27% 6% 6%
80% 24% 3% 3% 4% 3% 7% 7% 3%
78% 17% 6% 3% 7% 2% 13% 9% 4%
54% 22% 6% 3% 13% 5% 28% 7% 7%
52% 21% 7% 5% 6% 3% 34% 5% 20%
77% 17% 3% 4% 7% 4% 7% 4% 4%
69% 33% 5% 2% 13% 2% 14% 7% 6%
68% 22% 4% 1% 10% 4% 11% 7% 5%
83% 19% 6% 2% 2% 3% 6% 7% 2%
23% 13% 8% 6% 9% 3% 53% 11% 11%
21% 33% 8% 5% 22% 6% 31% 2% 4%
65% 12% 13% 8% 7% 4% 9% 11% 3%
9% 34% 11% 0% 5% 12% 18% 4% 16%
Late Show: night TV shows
Other sports (that are not: soccer /Fórmula 1/
NBA/ Motorcycling/ Tennis/ Golf)
Motorcycling / Moto gp
Cartoons for adults
NBA
Adults
Gossip TV shows
Magazines (TV shows with variety of contents:
interviews, talk shows, contests…)
Reality show
Discussions
Talk Show / Programs of testimonies,
interviews, discussions
Tennis
Bullfighting / Bullfighting themes
Golf
(432) (432) (938) (1410) (994)
Traditional Pay TV (IPTV) Multi-devices APPS
Consumed content by
platform
Base: (1410) (593) (593) (593)
DTT
DTT and/or
Pay TV
Decoder
DTT and/or
Multi-device
APP
On-demand
content
decoder
Recording
and 7 days
On-demand
content
Multi-device
APP
OTTsDownloads/
Streaming
DTT APPs

The panorama of Pay TV
services
2.1

The set of Pay TV services
(IPTVs and OTTs) are
experiencing a moment of
coexistence and
complementarity for the
users.
Their combined effect presents
a growth dynamic on value for
users rather than
cannibalization.
As we shall see, the current
perception is that they are different
spaces at this moment, keeping own
values of interest. They are
addressing different audiences.
The overall result of this growth shows that the most part of Spanish
internet users is paying for one or another service.
The panorama of Pay TV services

Half of web users are subscribers to some IPTV or OTT service. There is a relevant number of
users who have both services IPTV Pay TV and OTTs.
Have tradicional pay TV
(IPTV) at home
42%
Pay for some OTT
service*
25%Pay TV at
home (IPTV)
+ OTT*
16%
Sample: Total (1410)
Coexistence of payment services at home
Subscribers to some IPTV or OTT service
51%
Only traditional pay TV
(IPTV)
26%
Only Pay OTT
9%
*Pay for some OTT service -> Pay OTT that is out of the IPTV package.
*Pay TV at home + OTT -> Have IPTV and have subscribed some OTT service apart.

The relationship with IPTV has changed in a substantial way: the elements in which traditionally the users have
established ties have changed.
The moment of IPTV
Contents and services are
getting close to the user
consumption ideal
● It is recognized that the content offering is currently much more diversified, relevant and complete compared to
some years ago.
● It stands out especially the multi-device and multi-platform access, that allows a consumption more adapted to
moments and interests of users, get them away from linear offering.
● Anyway, the offering sometimes is overwhelming: it is not easy to consume all the relevant and available content.
● Thanks to the “quadruple play”, those who have recently subscribed to pay TV feel the access has become simpler,
less demanding and y less exclusive.
● However, this also determines a lower motivation to subscribing: it is already included with telephonic services.
● It is setting the TV offering when new motivations are discovered and activated.
The “Quadruple Play”
democratizes and revises
the concept of the old pay
TV
“Nowadays everybody has pay TV” “They
gave me” “I went because the illegal
websites have closed”
I”It is a way to watch a more
adapted TV”

There are two main ways to subscribe pay TV at home:
15
● It is the main way and linked to an attractive price on
the set of contents.
● In these cases, the television is initially considered an
added value of the subscribing.
● In these cases, the consumer’s demand is usually
lower, but this demand might increase in light of
awareness of the available offering from the telecom
operator.
“If there is no soccer, it does not work for
me” “I can change the telecom operator
because of the TV”
“First of all you choose the telecom operator,
you see what they offer and, if the price is
ok, you go!”
Looking for
content
Looking for a
quadruple play
● This route has many alternative motivations:
○ Soccer
○ Other premium contents compared to the DTT
offering (series, children, others sports).
● In this case, the TV offering becomes determinant at choosing
a telephone provider, and might led to changes in the future.
● This indicates a client profile more demanding and more
premium when choosing a “TV package”.
Compared to previous times, the change is in the quadruple play as necessary
entry point or as detonating.
The moment of IPTV

The quadruple play is determinant for the majority at subscribing, but content and service are
relevant for large segments of subscribers.
45%
24%
21%
18%
17%
15%
10%
10%
10%
10%
Because it was included in the package
Because of the quantity of the content (series, movies, documentaries,...)
It is worth how much that you pay for the offered content
There is no minimum period of staying
It is not expensive
Because I can watch it on many devices
Because of the image quality
Because I can watch it in the original version and with subtitles
Because there is no advertising
Because of the quality of series
Sample: Have Pay TV (593)
Main reasons for IPTV subscribing (market total)

Sample: Have IPTV (593)
Thanks to the current IPTV offering…
The current IPTV offering allows a more adapted consumption according the subscriber
preferences: moments, platforms of access, contents...
6,5
Average
6,5
5,5
6,0
6,5
6,4
5,2
… I watch the DTT channels from the
IPTV decoder
… I watch what I want when I want
…... I have reduced the dowloads or streaming or
KODI (old XBMC), for free
…... I watch less DTT channels
…...I watch better quality contents
…the functioning of my IPTV decoder is good
… I watch more television
- 12 pts. Vs 2015
13%
9%
22%
16%
8%
9%
21%
8%
10%
8%
11%
9%
8%
14%
23%
25%
27%
25%
27%
28%
30%
25%
29%
20%
24%
35%
35%
24%
31%
28%
24%
24%
22%
21%
12%
Completely disagree (0 to 2) (3 to 4) (5 to 6) (7 to 8) Completely agree (9 to 10)
Relevant differences compared to 2015 (95% confidence)

Being able to choose what and when to watch what I like the most
…Diversity of contents
…Time flexibility when consuming content
48%
50%
38%
29%
38%Enjoying the contents with less advertising compared to DTT
The possibility of discovering new contents and channels
Increase in quality compared to DTT
48%
- 6 pts. Vs 2015
- 6 pts. Vs 2015
+ 10 pts. Vs 2015
My current IPTV offering has provided me…
IPTV provides a flexible model of consumption and diversity of contents, aligned with the
users demands. Not having advertising or allowing to discover new contents are less relevant
Relevant differences compared to 2015 (95% confidence)

* Not comparable with 2015
It would make me unsubscribe…
23%
19%
7%
6%
5%
11%
20%
13%
6,7 averagre
Average satisfaction with
Pay TV*
13
hours/week
Weekly hours watching
Pay TV
… Lost soccer
… Lost other sports (NBA, Fórmula 1, Motorcycling, …)
… Lost movies
… Lost main series (Narcos, Game of Thrones, …)
… Lost the multidevice app
… Lost documentaries
… Lost services as recorder, 7 days, on demand, …
… None
Satisfaction and consumed hours of
traditional Pay TV (IPTV)
(Market total)
The reference content (series, soccer and movies) is key to make the IPVT clients loyals.

The moment of Movistar+ is especially positive, anchored in a powerful content offering and a
good service that allow increase distance from the competitors.
A very outstanding
service offering
● VOD, Apps, recorder, Últimos 7 Días, download to play, V.O.... although they are known in an unequal way,
they allow the clients to consume contents as they want.
● This set of services changes the way to watch contents: the convenience is valued and it blocks the
dependence of linear TV
● The SmartTV app stands out as an Access to a content offering that provides a better user experience
compared to decoder interface.
● All clients find relevant content for the members of the family and themselves:
○ Football other sports
○ Trending series, of wide interest and complete seasons.
○ Blockbusters.
○ Specialized channels
Almost all the
relevant contents
available
“Convenience” “Freedom”
An offer that translates into a great correlation between quality and price that creates
attachment.

The Channel Cero receives positive evaluations in terms of
content and style.
The heritage of
Canal +
● Because of the kind of contents, the channel style, the language used, the presenters :
All this remembers the historic Canal +.
● It’s presences it’s evaluated as a differential content of the platform and a linear
channel that offers additional value than what is available in TDT.
The users identify it as the heritage of Canal +: It’s offer of contents and service has been completely
included inside the second.
“Leitmotiv” “El día después”
“Ii reminds me to Canal+, that was based on questions,
there aren’t trash programs”
“There I something always there that calls your attention”
“Movistar+ is bigger and has
integrated what Canal+ used to
be”

Profile according to the
service subscription
2.2

Have a pay TV service (IPTV u OTT)
51%
The analysis done to users of IPTV & OTT using excluding agroupations help us to see the
dfferences among the consumers of the different pltaforms.
Excluding distribution of the clients accroding to the
service subscriptions.
26%
9%
16%
49%
ONLY IPTV
ONLY OTT
IPTV + OTT
NO PAID TV
SERVICES

The consumers of only OTTs seems to be a more young and masculine profile than those who
have IPTV + OTT. This difference seems to be increased when compared to those who are only
IPTV users.
Sample: (121)
BCD
(A) (B)
B
18- 24 y/o
25-34 y/o
35-44 y/o
45-54 y/o
Gender
Age
ONLY OTT
9%
IPTV + OTT
16%
Sample: Total (231)
CD
A
(A) (B)
B
NO PAID TV SERVICES
49%
Base: (696)
A
(A) (B)
Base: Total (1410)
ONLY IPTV
26%
Sample: (362)
A
A
(A) (B)
(A) (B) (C) (D)
15%
42%
28%
16%
14%
28%
32%
26%
14%
21%
34%
31%
19%
20%
33%
29%
57%
43%
Male Female
54% 46%
Male Female
48% 52%
Male Female
49% 51%
Male Female
Letters (A,B,) indicate relevant differences among the segments
with a 95% level of confidence.

70%
66%
34%
29%
41%
32%
26%
22%
17%
20%
30%
17%
17%
10%
14%
9%
Movies
Foreign Shows
News
Spaniard shows
Documentaries
Humor
Music
Soccer: National league/King's cup
Cuicine/ gardening, decoration, pets,…
Mini serie/tv movie
Kid's shows
Contests and reality shows
Formula 1
Late Show
Motorcycles/ Mot GP
76%
66%
34%
37%
39%
32%
28%
26%
27%
30%
21%
20%
15%
16%
20%
13%
Movies
Foreign Shows
News
Spaniard shows
Documentaries
Humor
Music
Mini serie/tv movie
Kid's shows
Formula 1
Late Show
Motorcycles/ Mot GP
77%
60%
48%
45%
39%
35%
35%
25%
24%
26%
28%
22%
19%
17%
14%
14%
Movies
Foreign Shows
News
Spaniard shows
Documentaries
Humor
Music
Mini serie/tv movie
Kid's shows
Formula 1
Late Show
Motorcycles/ Mot GP
77%
61%
31%
37%
35%
33%
25%
45%
44%
26%
23%
16%
14%
21%
19%
23%
Movies
Foreign Shows
News
Spaniard shows
Documentaries
Humor
Music
Mini serie/tv movie
Kid's shows
Formula 1
Late Show
Motorcycles/ Mot GP
25
Sample: (362)
A
D
Sample: (121)
Base: Total (1410)
Sample: (696)
A A
ABC
ABC
AC
A
A
A
A
Sample: Total (231)
ACD
ACD
A
AC
ACD
The one subscribed to both platforms (IPTV & OTT) it’s a big consumer of all kind of
contents, while the others show a more specific interest (movies, shows and soccer). The
users without subscriptions prefers contents of the lineal TDT (and pirate access).
(A) (B) (C) (D)
ONLY OTT
9%
IPTV + OTT
16%
NO PAID TV
SERVICE
49%
ONLY IPTV
26%

37%
21%
27%
20%
16%
18%
11%
13%
11%
14%
10%
12%
7%
6%
7%
2%
2%
Porque venía incluido en un paquete de servicios de
telecomunicaciones
Por la cantidad del contenido
Merece la pena lo que pagas por el contenido que ofrece
No tiene periodo de permanencia
Es económico
Porque puedo verlo en varios dispositivos
Por la calidad de imagen
porque puedo verlo en versión original y con subtítulos
Porque no tiene publicidad
Por la calidad de las series
Cmodidad: no tengo que buscar el contenido
Porque tienen conteido exclusivo
Porque están disponibles todos los capítulos y
temporadas de las series
Porque están las series de moda
Por la calidad de otros contenidos
Porque es más difícil ver…
Poder ver contenido en calidad 4K/UHD
26
Base: Total (1410)
50%
26%
17%
16%
18%
13%
10%
8%
9%
7%
7%
5%
6%
6%
4%
4%
3%
It was included in a package of my telcom
service
Because of the amount of content
The cost it's worthy according to the price you
pay
It doesn't have an obligatory contract
It's cheap
Because I can see it in several devices
Because of the image quality
Because I can see the original version and
subtiteled
There aren't ads
Because of the quality of the shows
I don't have to search for contents
Because it has exclusive content
Because you can find all the seasons of the
shows
Because I can find all the trending shows
Because of the quality of other contents
Because it's harder to see content in other free
streaming websites
To see 4K/UHD content
Sample: (362) Sample: Total (231)
When consiering the drivers to hire IPTV, the exclusive users of this platform highlight the
package with other services, while the ones with this and an OTT give value to the content
offered for the price that is paid.
Motivations to get an IPTV
(A) (B)
B
A
A
A
EXCLUSIVOS IPTV
26%
IPTV + OTT
16%

17%
22%
21%
28%
33%
27%
19%
20%
36%
23%
18%
12%
14%
3%
3%
5%
4%
4%
Comodidad: no tengo que buscar el contenido
Es económico
Puedo compartir la cuenta y los gastos con
amigos,familiares, …
Porque puedo verlo en varios dispositivos (Ordenador,
Smart TV, Tablet, Smartphone, …)
Porque puedo verlo en versión original y con subtítulos
Porque tienen contenido exclusivo
Porque puedo descargar el contenido y verlo offline
Poder ver contenido en
calidad 4K/UHD
Porque es más difícil ver…
30%
30%
27%
26%
24%
23%
19%
19%
19%
17%
16%
14%
8%
7%
6%
5%
4%
2%
I don't have to search for content
It's cheap
I can share the account and expenses with
family/friends
I can see it in several devices
The prices is wiorthy for the content it offers
For the quantity of contents
I can watch it in original version and subtitules
Because of the quality of other services
For the quality of the shows
It doesn't have ads
It doesn't have obligatory contracts
Because it has exclusive contents
I can download content and watch it offline
I can watch content in 4K/UHD
Because it's harder to see content in free
streaming sites
Because of the quality of the image
I can see the trending shows
Because I can see the complete seasons of
shows when I want to
27
Base: Total (1410)
For the exclusive users of OTT, convenience and the availability of an economic service are
the main drivers to get it, while the quality of the content (specially shows) is what
activates the one that lives with IPTV.
Drivers to get OTT’s
(A) (B)
B
A
ONLY OTT
9%
IPTV + OTT
16%

37%
27%
21%
20%
18%
16%
14%
13%
12%
11%
11%
10%
7%
7%
6%
2%
2%
Porque venía incluido en un paquete de servicios de
telecomunicaciones
Porque puedo verlo en varios dispositivos (Ordenador,
Smart TV, Tablet, Smartphone, …)
Es económico
Porque puedo verlo en versión original y con subtítulos
Porque tienen contenido exclusivo
Comodidad: no tengo que buscar el contenido
Poder ver contenido en
calidad 4K/UHD
Porque es más difícil ver contenido en páginas web de
streaming/ descargas
Puedo compartir la cuenta y los gastos con
amigos,familiares, …
Porque puedo descargar el contenido y verlo offline
33%
27%
18%
28%
22%
36%
19%
12%
23%
5%
17%
20%
4%
4%
3%
3%
21%
14%
Because it was included in my Telcom package
The cost it's worthy according to the price you
pay
Because of the quantity of content
It doesn't have an obligatory contract
Because I can see it in several devices
It's cheap
Because of the quality of the shows
Because I can see it in theoriginal version and
with subtitles
Because it has exclusive content
Because it doesn't have ads
Because of the quality of the image
I don't have to search for content
Because of the quality of other contents
Because I can find all the seasons of the shows
Because I can find the trending shows
To see 4K/UHD content
Because it's harder to see content in other free
streaming websites
I can share the account and expenses with
family/friends
I can download content and see it offline
28
IPTV + OTT
16%
Drivers to get an OTTs vs IPTV
n/a
n/a
n/a
-6 pts
-6 pts
+2 pts
-10 pts
-6 pts
-22 pts
-6 pts
0 pts
-12 pts
+6 pts
-7 pts
-13 pts
+3 pts
+2 pts
-1 pts
-1 pts
The user of both kind of platforms is a big premium consumer. A higher intensity of the
motivations related to OTT than those to IPTV is observed. (specifically the quadplay).
Sample: Total (231)
OTTs IPTVs

29Televidente 2.0 X Oleada 29
Base: Total (1410)
Kind of IPTV package available
37%
63%
Basic Advanced
25%
75%
Basic Advanced
… also, this is complemented with higher presence of advanced content packages among
those who have IPTV and another OTT service (this packages are highly related to sports)
(A) (B)
A
26%
32%
41%
47%
Soccer package
Sports total
Soccer package
Sports total A
A
ONLY IPTV
26%
IPTV + OTT
16%

Other platforms and access
2.3

The YouTube moment
We can observe a weakening in the consumption of certain kind of contents in YouTube that changes the
game:
● Decrease of 4 points compared to the last wave.
● The elderly online population in growing faster than the number of users of YouTube.
● A wide number of “generic” content from YouTube of low value for the users (music, humor, tutorials)
show poorer search results. Only YouTubers show a similar strength in that matter. The YouTube users
are more likely to have an OTT subscription.
● It’s possible that Spotify Premium campaigns (attached to the Smartphone usage) are also affecting this
behavior.
Content
consumption
● We find a usage drop off in Smarthone and Smart TV. With Smartphone it might answer to the
impossibility to work together with other Apps like Whatsapp that tend to hog a lot of time.
Devices
A plausible hypothesis is that YouTube users are starting to migrate their consumptions to paid digital
platforms (OTTs& IPTV Apps).
Penetration

The YouTube moment
The declared access to YouTube in the last month drops down compared to the last wave.
The actual users of YouTube are starting to have more payment services (OTT or IPTV) than the
average. An derived of that, we observe a drop down of video consumption of the most advanced
devices: Smartphone and Smart TV, those that hardly reach the senior target.
4 hours/week
Weekly hours watching
YouTube
56%
46%
29%
28%
14%
3%
2%
1%
Smartphone
Laptop
Tablet
Desktop
Smart TV
Chromecast / TV Box
Console
Apple TV
Total
Vizualization frequency Used devices
86%
14%
Yes
No
35%
29%
18%
12%
4%
1%
0%
0%
1st selection
- 4 pts. Vs 2015
- 6 pts. Vs 2015
- 6 pts. Vs 2015
Access to YouTube in the
last month
Relevant differences of 95% of confidence compared to
2015

The moment of “pirate” downloading and streaming
Even tough it’s still a massive situation, the drop down of download/streaming that started last yeas
continues thanks to the IPTV subscriptions. Although, this drop down is not happening with those
who are OTT subscribers.
Weekly hours invested on the consume of
contents on each platform.
Pirate downloading or streaming consumers.
Total Weekly hours
Sample: Sees free contents (938)
Base: Total (1410)
- 6 pts. Vs 2015
Have IPTV and NO OTT
Have IPTV + OTT
Have OTT and NO IPTV
Don’t have any pay TV service
63%
68%
71%
67%
5hs 5hs 6hs
67%
33%
Yes
No
P2P Download Streaming
2015

Equipment evolution
2.4

A prepared environment for the personalized consume at home.
The equipment data doesn’t have relevant variations in front of the last year but we see a
reinforcement in the trend of personal devices, where the Smartphone is the king. The connection
speed doesn’t stop increasing.
92% 88%
77% 73%
65%
53%
41%
13%
8% 5%
91%
80%
65%
55% 49%
31%
20%
12%
5% 4%
Smartphone Laptop HDD Tablet Desktop Console Portable
console
Chromecast /
TV Box
Projector Apple TV
Base (Have):
Have at
home
Users
Connection at home
External TV devices
33%
21%
26%
16%
9%
Less than 50 MB From 50 to 99 MB From 100 to 300 MB More than 300 MB Mobile data
Connects
to the TV
21% 45% 57% 18% 17% 19% 26% 58%
5 devices
on average
4 devices
on average
- 7 pts. Vs 2015
+ 7 pts. Vs 2015
- 4 pts. Vs 2015
+ 4 pts. Vs 2015
1267 1211 1058 1018 897 734 573 185 107 75
None
21%
54% - 12 pts. Vs 2015
56% 74%
+ 4 pts. Vs 2015
42% + 16 pts. Vs 2015
2015

The current TV’s allow the display of TV Apps and services offers:
Most of the users homes already have an Smart TV and the HD quality is the average. By now
the 4K and HDR systems are a minority.
Average 3 TVs
1%
3%
8%
22%
37%
28%
1%
More than 5
5
4
3
2
1
None
Number of TV’s at home Place** TV type
(media de televisiones en el hogar
con esta característica)
99% 0,94
52% 0,67
29% 0,66
23% 0,19
9% 0,14
0,09
Living Room
Bedroom
Guest room
HD
Smart TV
Full HD
HDR*
4K / UHD
Son’s bedroom
Kitchen
*High Dynamic Range. The acronim migth have
couse confussion among the participants.
3D
**Recalculated percentage according to the average
51% 49%Have Smart TV + 7 pts. Vs 2015
Sample: Have TV (1401)
Sample: Tienentv (1401)
Sample: Tienentv (1401)Sí
No
2015

82%
19%
Yes
No
Smart TV Brand
The Smart TV is still growing. In line with the highest satisfaction with the product,
the Smart TV usage frecuency increases.
44%
33%
9%
6%
6%
1%
1%
5%
Samsung
LG
SONY
Philips
Panasonic
Toshiba
OKI
Otra
Have connected the Smart tv to the
internet
Sample: Has Smart tv (682)
Frequence of Smart TV connection to the
internet
10%
17%
17%
32%
24%Everyday
At least once a week
At least once a month
Less frequency
Once, just to try it
3%4% 17% 44% 32%
Not satisfied(0 a 2) (3 a 4) (5 a 6) (7 a 8) Completly satisfied (9 a 10)
Satisfaction with the Smart tv
Sample: Connects Smart TV to the Internet (556)
- 8 pts. Vs 2015
+ 7 pts. Vs 2015
+ 6 pts. Vs 2015
- 4 pts. Vs 2015
- 3 pts. Vs 2015
49% HAS SMART TV + 7 pts. Vs 2015
2015

70%
30%
Yes
No
54%
42%
41%
30%
25%
21%
21%
15%
14%
14%
12%
10%
9%
5%
6%
Movies
Foreign shows
Music vides
Spaniard shows
Documentaries
Humor videos
Sports
Tutorials
Entreteiment shows
Hobbies videos (Automotive, gardening)
Amateur videos
nformative
Gameplays
Adults
Others
38
The movies and foreign shows are still the most watched because of the presence
of IPTV and OTTs.
The content related to YouTube (music, documentaries, humor) and the one from DTT (Spaniard shows,
spots) lose presence with the Smart TV
70%
43%
24%
17%
15%
12%
11%
10%
5%
6%
Adioviual content (movies, series,,
programs, videos).
To watch music (Spotify, Radio, Google
Music, …)
Social media (Facebook, Twitter, …)
Games
Online press (El País, El Mundo, Marca,
As)
Photos
Email( Outlook, Gmail, …)
Communication ( Skype)
Karaoke
Others
Use Apps The Apps they use What contents they
watch
Sample: Have used Apps(389)
- 7 pts. Vs 2015
- 8 pts. Vs 2015
- 8 pts. Vs 2015
- 13 pts. Vs 2015
- 7 pts. Vs 2015
- 11 pts. Vs 2015
- 8 pts. Vs 2015
Users that use Apps on
Smart TV
2015

48%
48%
44%
42%
20%
13%
12%
11%
11%
8%
7%
6%
2%
Musical videos
News
Youtubers videos
Tutorial videos
Humor clips
Videogames: Gameplays, Reviews
Soccer
Foreign shows
Cinema
Entertainment shows
Spaniard series
Sports besides soccer (Basketball,
tennis…)
Others
39
The generic YouTube content consumption drops down in Smartphone but the
most valuable for the users remains. (YouTubers, series, soccer..)
The Gb for mobile data plans is increased.
Monthly Mb.
Sample: Have Smartphone at home (1276)
Total
Mobile data
What contents they see on
Smartphone
Sample: Have Data (992)
- 10 pts. Vs 2015
+ 8 pts. Vs 201538%
- 4 pts. Vs 2015
- 17 pts. Vs 2015
- 18 pts. Vs 2015
- 9 pts. Vs 2015
- 21 pts. Vs 2015
- 10 pts. Vs 2015
- 10 pts. Vs 2015
78%
22%
Yes
No
6%
14%
18%
34%
17%
6%
5%
More than 6 GB
More than 3GB to 6
GB
More than 2 GB to3
GB
More than 1 GB to 2
GB
From 500 MB to 1 GB
Less 500 MB
I don't know
2015

93%
44%
41%
37%
36%
34%
33%
32%
28%
24%
22%
17%
9%
9%
8%
7%
5%
4%
3%
3%
3%
1%
1%
1%
25%
Youtube
Atresplayer
Rtve a la carta
Mitele
Google Play
Vimeo
Apps de canales de TV…
Clan
Canal Cocina
Disney channel Replay
Netflix
Aplicación Movistar+…
Wuaki.tv
Bein Sports
Amazon Video / Amazon Prime…
HBO España
Servicio TV Online…
Apple TV/ Itunes (películas)
Servicio Orange…
Total Channel
Filmin
Filmotech
Cineclick
Dorna VideoPass (moto gp)
Otras
The decrease of consumption of this contents affects the frequency of YouTube
access. On the contrary it increases the use of other OTT, IPTV and TDT apps
considerably.
Sample: TienenSmartphone en el hogar (921)
Frequency of ctents seen on Smartphone
Has tried Uses comunly
81%
12%
9%
10%
25%
6%
7%
7%
5%
4%
10%
8%
2%
4%
3%
3%
2%
1%
2%
1%
1%
0%
0%
0%
6%
+ 8 pts. Vs 2015
+ 12 pts. Vs 2015
+ 9 pts. Vs 2015
- 6 pts. Vs 2015
CONSUME YOUTUBE IN THE LAST MONTH
FROM SMARTPHONE
56% - 6 pts. Vs 2015
We have seen that…
EGM DATA FROM 2016
Highest increase of internet userscompared to
YouTube (+2,7 pts)
+5,2 pts. vs. 2015 +2,5 pts. vs. 2015
Internet access YouTube acess
Apps de canales de televisión tradicional
2015

59%
43% 41% 38%
34%
29%
Outside home:
Dayly commute,
lunch
On vacation or
weekend outside
At home even
when no one is
using TV
At home when I
can use the TV (On
bed, Kitchen,
etc…)
At home when the
TV is being used
In other's people
homes (Family,
friends)
41
The average consume of video contents through Smartphone is 4 hours weekly, and 1 out of 3
consumes with more intensity..
The use of Smartphone outside home is reduced, while inside the house the voluntary consume in this devices is on the
lead. 6 out of 10 uses it more time, even tough the length of the videos watched remains the same.
How is the comnsumption of video contents in the Smartphone?
4 hours/week
Average of hours weekly
watching media with
Smartphone
Frecuency of consumption
If moble data was unlimited…
Would use it for more
hours
58%
Would use it the same
42%
Where they see the contents
Never
From time
to time
Usually All
Sample: See contents on Smartphone (921)
Length of contents
Outside home 67%
Inside home 85%+6 pts. Vs 2015
- 8 pts. Vs 2015
29%
Users of Smartphone thar
consume 4 or more hours
watching weekly
76%
64%
33%
3%
18%
28%
48%
30%
5%
7%
17%
54%
1%
1%
2%
14%
More than 60 minutes
From 30 to 60 minutes
2015

The intensive use of Smartphone for video
consumption
We will see..
The analyzed intense video consumer of Smartphone (young
people with at least 4 hours of consume weekly) shows how the
online consumer of contents is more detached to the norm of
other segments, and with a patterns of compulsive Smartphone
use that almost reach's addiction.
It’s relationship with the Smartphone, is going to configure the
new patterns of consume that will overflows the one that started
years ago because of the online access offered.
The technological advance is starting to develop a trend of intense video consumption on
Smartphones, overcoming the settlement of the micro-moments, detected on 2015.

Is inserted at every moment
● At home, at bed and waking upwhile
sleeping..
● On public transport
● At the office, college, while doing everyday
tasks
● While waiting..
With this starting point, the most advanced users show a wider pattern of consumption,
with the trend to be irrestrictive and preferent to other displays.
The intensive use of Smartphone for video
consumption
A large number of
consumption
oportunities
With a wide variety of
contens
Even tough it’s easier to consume short videos,
they consider amongg this category those who
last around 30 or 40 min:
● Series, TV shows, debates
● News
● Youtube videos: music, tutorials,
recepies, humor
● Documentaries
Besides, in some cases they even consider
movies or soccer games.
On different
platforms
● Apps of Youtube, Movistar+, Netflix,
Mitele, A3media
● Ilegal streaming websites
(pordede.com)
● Complementary with social media
Apps.

It doesn’t have to be turned on
or move to the place where the
device is set. The immediacy and
lack of wait is the most
important.
As device, the Smartphone finds for this users a lot of relevant advantages in front of other screens:
It’s immediacy
and mobility
It’s
personal
caracter
Oriented exclusively to a personal
consumption, it doesn’t require
consensus like bigger screens.
“What I always have in my
pocket is the phone” “I get
lazy to turn on the Laptop”
“I’m at the living and I can watch
the game if they chose
something else on the TV”
It’s distributed
presence
The consume of only one content doesn’t
require a time or place defined, it goes
with the user and the consume can be
fragmented and distributed as exclusive
or complementaty to other screens.
“When I’m outside I watch it on
the phone but I can arrive and
keep going on the TV”
Always a companion, always available, always property of the user. No other screen offers this specific
elements for the video consume.
The intensive use of Smartphone for video consumption

It’s not about not using it with 3G o 4G but
about until what point. Usually, they try to
keep data for the consume of other services.
On the contrary, the current limit for this users had more to do with the conditionals than self-imposed
limits.
The continuous data
consumption outside
the wifi connection.
The size of the screen
for long consumption.
For media longer than 40 minutes they look
for a bigger screen.
The concurrence with other
uses of the device
“It’s hard to see a movie”“I use it until I run out of it” “If i ran out of it, I
buy an additional package”
There is a conflict with other uses, specially
with WhatsApp, that tends to interrupt the
consume.
“You can’t chat while you are
watching a movie”
“If you want to watch Game of
trhones you better watch it on
TV.”
The quality of the image is
limited for hight interest
contents.
Those contents of higher interest are where
the and where consume experience has
more value tend to be avoided on the
Smartphone.

New lines and trends on video consumption
The Smartphone is starting to replace
other screens at home: it generates
preference even in front of higher
quality options.
The quality of the experience
loses relevance in front of the
immediate access to the
content
The consumption on Smartphone goes
from competing with other screens to
compete with other activities: my
work, my studies, my family time…
The consumption occasion becomes a
determinant variable that it’s even more
important than the content itself. The
content is now “subjected” to the situation
of the user that now decides the time and
dedication to give to them.

All moments during day and
night become sensitive to
become video consumption
thanks to the Smartphone.
The continuity and routines of
consumption are broken: any
moment and place is
susceptible of being used.
Therefore, the consumers are moving towards to a consumption that is increasingly unstructured and
distributed over time and space
The “omnivore” consumer of contents
becomes even more compulsive, helped
by the almost unlimited access to
content.
As a consequence, the
consumption becomes less
planned, more compulsive and
more present in each moment of
the user’s life
New lines and trends on video consumption

Advertising awareness by
platforms and devices
2.5

3 out of 4 internet users have been touched by advertising. The advertising awareness on devices (not TV)
grows significantly compared to 2015
Advertising awareness
Advertising impact for
creativity type.
54%
46%
38%
34%
Vídeos
Display /
Banner
Pop up
No
Base: Total (1410)
On TV On Smartphone On Smart tv On Tablet
53% 23% 28% 19%
n/a 45% 17% 34%
n/a 36% 19% 30%
n/a 53% 24% 43%
n/a 35% 26% 29%
n/a 55% 15% 36%
n/a 46% 22% 35%
n/a 40% 18% 37%
n/a 44% 17% 36%
TC channels
News websites
Sports websites
Video websites
TV channels websites
Social Media
Brands websites
Streaming websites
Download websites
Have TV and
remember ads
(1401)
Have Smartphone
and remember ads
(865)
Have Smart TV and
remember ads (454)
Have Tablet and
remember ads
(679)+5 pts. Vs 2015
- 7 pts. Vs 2015
- 6 pts. Vs 2015
- 6 pts. Vs 2015
+9 pts. Vs 2015
+21 pts. Vs 2015
+26 pts. Vs 2015
+18 pts. Vs 2015
+9 pts. Vs 2015
+14 pts. Vs 2015
+14 pts. Vs 2015
+18 pts. Vs 2015
+15 pts. Vs 2015
+11 pts. Vs 2015
+10 pts. Vs 2015
+12 pts. Vs 2015
+12 pts. Vs 2015
+19 pts. Vs 2015
+14 pts. Vs 2015
+15 pts. Vs 2015
+18 pts. Vs 2015
+23 pts. Vs 2015
+16 pts. Vs 2015
+20 pts. Vs 2015
+12 pts. Vs 2015
+13 pts. Vs 2015
+15 pts. Vs 2015
+18 pts. Vs 2015
Advertising impact for type and device
Impacted
67%
- 4 pts. Vs 2015
Diferencias significativas al 95% de confianza frente 2015

The format of the remembered ads and the interest on personalized advertising is similar and it doesn’t
depend if it’s shown through an decoder, or an App of IPTV or OTTs
Has seen ads on…
Decoder
Apps of pay TV
(Movistar +, Online TV service , Orange Multideviceo)
Internet TV service
(Netflix, HBO, …)
34%
22%
21%
21%
17%
47%
Text
Banner (with images)
Video or animated ads
Info covers the screen for a while
Interactive Ads
I haven’t seen ads
38%
30%
31%
28%
28%
42%
Text
Interactive Ads
27%
24%
23%
18%
18%
53%
Text
Interactive Ads
Very interesting
Interesting
Not really interesting
Nothing interesting
13%
29%
24%
35%
12%
28%
26%
34%
11%
28%
25%
36%
It was… Interest on personalized ads
Sample: Have multidevice app (429)
Base: Use or pay OTTs (994)
Advertising awareness
Very interesting
Interesting
Nothing interesting
Very interesting
Interesting
Nothing interesting

Thank you.

Televidente 2.0 x trends on Video Consumption

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