Televidente 2.0

TELEVIDENTE 2.0AUDIOVIUAL CONSUMPTION TRENDS IN SPAIN (8º WAVE)PUBLIC REPORTFebruary 2015

The Televidente 2.0 reportIntroduction for new readers

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The Cocktail Analysis has been carrying out Televidente 2.0 (“TV Viewer 2.0”) for the last 8 years. This research project tries to give a full review in how the audiovisual consumption is evolving in Spain as consequence of the impact of technologies.

Since we started, the goal has been to be able of define what new consumption patterns are emerging as well which are stablished or declining.

That’s why besides working on devices, internet and services, there is a comparison with previous years in order to understand the changes.

This project has the sponsorship of:

Televidente 2.0 – 8º Wave

Televidente 2.0 Goals

3

Main groups of objetives:

To track the main indicators of consumption: equipment, downloads and streaming

The key topics of this year: mobile consumption, Smart tv, pay tv (& OTTs), Youtube

Further topics of interest: Concurrent use and Social tv, VOD

1

2

3


4

Methodology

Qualitative research

5 Focus groups in Madrid (2 hours long) with internet users.Technique

- 2 FGs Smart Tv: Smart Tv owners, everyone purchased it within the last 2 years.

- 1 FG Mobile content users (series, movies, TV shows, sports), at least, once a week.

- 1 FG Intensive Youtube users.18-24 years old segment.

- 1 FG Advanced Pay tv services users (Yomvi and Movistar tv Go). Frequent users of contents in these platforms.

- Sample: 1.400 interviews on Opinadores.com, online panel owned by The Cocktail Analysis.

- Sample standard deviation: for a 1.400 individuals sample size it is assumed, under the worst sampling conditions, a sample standard deviation of 2,6%, with a confidence level of 95%.

A 25 minutes long survey to Internet users (last day users) from 18 up to 55 years old.

Technique

Quantitative research

Field work carried out in October-November 2014

Field work carried out in June 2014


1. General context: technological equipment

6

25%

37%

25%

10% 4%

1 2 3 4 More than 5

Base: total n= (1384)

None

4K

3D

Smart TV

HD / Full HD

19%

1%

14%

30%

81%

Number of televisions at home

Main television features

2013 21% 39% 25% 10% 5%

2014

2013

76%

23%

11%

22%

-

Base: those who have TV n= (1379)

For the first time ever, the total amount of televisions at home falls slightly but, at the same time, their features improve. One out of 3 Internet users already own a Smart Tv, it is shown an increase of HD and even 3D televisions.

Main television brand

32%

26%

15%

9%

5%

3%

10%Other brand

Statistically significant positive difference vs 2013 (95%)Statistically significant negative difference vs 2013 (95%)Televidente 2.0 – 8º Wave

7

None at home

ADSL without Wi-Fi

Mobile connection

Optical fiber

ADSL with Wi-Fi

1%

1%

20%

29%

68%

2013

75%

20%

18%

2%

1%

Base: total (n=1384)

(Optical fiber connection 100MB or more 15%)

Internet connection

The optical fiber grows firmly: one out of 3 last day Internet users homes have it installed already. This fact poses a new audiovisual content consumption situation. The optical fiber (specially the fastest one) expands significantly amongst Internet users homes. This type of connection is slowly replacing the ADSL.


8

Apple Tv

Projector

Chromecast

Net-book

Multimedia hard drive

Tablet

Portable hard drive

Handheld video game console

Home video game console

Desktop computer

Laptop

Smartphone

2%

2%

4%

15%

23%

45%

47%

20%

36%

60%

74%

86%

2013

74%

85%

2%

42%

31%

63%

16%

23%

43%*generic

2%

Technological equipment

Base: total n=(1384)

-

40%generic

Nearly a half of Internet users have a tablet, while the Smartphone is almost at the highest possible position.However, the tablet is the device that grows the most. A certain degree of portable hard drives recovery can be observed along with content downloads, as we will see later on.


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36%

26%

24%

22%

14%

13%

11%

24%

Laptop


Portable hard drive

Multimedia hard drive

Smartphone

Desktop computer

Tablet

I connect none of these to the TV

Base: n=(1384)

Devices connected to the TV to watch multimedia contents

For the total sample, the laptop and the home video game console are the devices preferred to connect to the Tv and watch audiovisual content.Up to 76% of Internet users connect a device to the television: It is still the best screen for watching.

Total They have each device

46%

55%

42%

80%

15%

19%

22%Base: users of each device

n=(1024)

n=(494)

n=(655)

n=(321)

n=(1192)

n=(829)

n=(627)

20%

Smartphone+

Tablet


2.Mobile

81%

19%

YesNo

12%

47%

21%

13% 8%

2 gb per month or more From 1 to 2 gb per month From 500 to 999 mb per month Up to 499 mb per month DK/NO

11

Do you have a data plan contracted?

Base: those who have Smartphone n=(1.192)

Base: those who have Smartphone with a data plan n=(964)

What sort of internet connection do you have in the Smartphone?3%

68%

22%

7%

2G

3G

4G

DK/NO

How many monthly megas do you have contracted?

59%

Smartphone internet connection has become stronger and faster, giving way to outdoors audiovisual consumption.8 out of 10 Smarthpone owners has a data plan contracted, being a 59% of these rates of, at least, 1 GB per month.Though, the 4G is breaking in: a 22% of the data plans include 4G. .

Base: those who have Smartphone with a data plan n=(964)


12

Other sports

Spanish series

Movies

TV shows

Foreign series

Football

News

6%

6%

8%

10%

10%

11%

34%

What kind of audiovisual contents have you seen?

28%

How often do you see audiovisual contents from the Smartphone?

A least once a day

At least once a week

At least once a month

44%

17%

Less frequently 12%

Base: those who have Smartphone n=(646)

46%Do not watch audiovisual contents from the Smartphone

54%Watch audiovisual content in the Smartphone

Base: those who have Smartphone n=(1.192)

Relevant consumption of tv contents in the Smartphone:More than a half of the Smartphone users watch professional audiovisual content in it. Also, a 72% of those who watch contents from the Smarphone, do this, at least, in a weekly basis.

72%Weekly +


Base: those who watch audiovisual contents using the Smartphone n=(646)

13

What are the motives to watch audiovisuals contents in the Smartphone?

Because the image and sound quality are good

It allows me to watch videos alone, without having to share it

It allows me to do other things at a time

It is quicker to check than any other device, it is always reachable

It allows me to watch videos wherever I want

12%

21%

28%

51%

71%

The Smartphone finds its own space in the audiovisual consumption sphere.We identify two main advantages for the Smartphone to grow as screen of audiovisual consumption: These motives point out to an on-the-go comsupmtion, quick, flexible, fully adapted to the user, which allows to overcome the disadvantages over screens with better performance.


48%

37%

15%Using the webpage

Using the app

Downloads

Base: those who watch contents in the Smartphone n=(646)

8%

18%

39%

28%7%

Always

Frequently

Sometimes

Rarely

Never

Base: those who watch contents and have data plan n=(529)

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To what extent do you use 3G/4G internet connection to watch these contents?

When you are watching contents in the Smartphone; in which proportion do you use each

of the following options?

The web is the most used way of access to the contents, being preferred to apps or downloads instead.The 3G or 4G connection is not dominant yet due to the use of data plans, nevertheless the former are becoming more relevant for one out of four users who watch contents.


15

Which of the following apps do you use?

96%YouTube

Rtve a la carta 40%

Atresplayer 39%

Mitele 35%


Vimeo 28%

Clan 28%

Canal Cocina 19%

Disney Channel replay 14%

UseRegular use

64%

12%

16%

14%

10%

10%

9%

5%

YouTube is hegemonic in the Smartphone, setting a significant gap from the tv channels position (more than 50 points of difference).


16

51%

When and where do you use the Smartphone to access to the content?

Out of the house; in the transportation, lunch/dinner, …

In the house when I can not use the television (at bed, at the kitchen, …)

On holidays or on the weekends out of the house

41%

41%

At home when the television is being used 36%


At home, even if the television is not being used 33%

In someone else's house 26%

In which time of the year do you watch more content in the Smartphone?

I tend to watch more videos in the Smartphone when there are tv shows, series that appeal to me

I tend to watch more videos in the Smartphone on holidays

At any time of the year, I always watch videos in the Smartphone

18%

33%

49%


The Smartphone is like water: it strains and fills all the available moments and gaps that were previously not occupied by any other device.Thanks to its nature of permanent user´s companion, the Smartphone stays strong outdoors (barely with no other competitors) and, indoors, in the spaces that were not covered by other devices.

Half of the Smartphone video consumers do not declare any seasonal pattern. 2 out of 10 users watch tv shows or series when these appeal to them.


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How frequently do you watch contents in your Smartphone with the following durations?


More than 60 minutes

From 30 to 60 minutes



11%

13%

19%

61%

25%

37%

53%

37%

65%

50%

28%

2%

Series1 Habitually Sometimes

The Smartphone gets strong in the micro-consumptions (short videos), and it achieves a remarkable presence in the medium duration videos.6 out of 10 users who watch contents in the Smartphone the consumption is usually less than 10 minutes long. The users who habitually consume long-duration contents (over 30 minutes) are still minority: just 14%.


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How does the profile of those who watch long-duration contents from the Smartphone look like?

Base: those who watch long-duration content in the Smartphone n=(89)

Data plan

Monthly download capacity

≈

≈

4G 34%

Through web ≈

Through app ≈Through downloads 19%

At home, when the tv is not available 48%

Consumption moments of the year ≈

Gender ≈

Age ≈

SmartTV 46%

3D 29%

Plan features Access Consumptions moments

Sociodemographics Equipment

Those who watch long-duration content from the Smartphone They usually watch longer than 30 minutes contents from the Smartphone14%

The long-duration videos consumer (over 30 minutes) is, in comparison to those who are not, a well-equipped profile: 34% of them already have 4G, although they also consume in greater degree at home and downloads. The role of the Smartphone as a tool to watch news fades away while increases its use linked to tv shows and series.

Foreign series

Type of contents

49%

Tv shows 38%

Spanish series 35%

News 50%

Atresplayer

Rtve

Apps of contents

68%

50%

Mitele 59%

Vimeo 49%Statistically significant positive difference vs segments (95%)Statistically significant negative difference vs segments (95%)


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4G connection user vs 3G connection user

Plan features

More than 1GB of monthly download capacity

56%

3G 4G

72%

Type of content

Entertainment shows

3G 4G

9% 17%

Spanish series 5% 11%

Foreign series 10% 16%

Movies 7% 14%

News 34% 41%

Frequency of the use of internet connection to watch contents in the

Smartphone

Frequently +Always 24% 33%

3G 4GFrequency of audiovisual content visualization in

the Smartphone

3G 4G

Daily 25% 38%

Use of playersTV channels

Mitele 32% 48%Atresplayer 38% 45%

RTVE a la carta 40% 39%

3G 4G

Base: those who have 3G connection n=(815)

Base: those who have 4G connection n=(259)

Age

18-25

3G 4G

19% 25%

As the user with 4G connection have more megabytes and speed in his Smartphone, they consume more audiovisual content.They are a younger profile.

Statistically significant positive difference vs segments (95%)

Statistically significant negative difference vs segments (95%)Televidente 2.0 – 8º Wave

3.Tablet

18%

82% Yes

21

Do you have a data plan contracted?

Base: those who have Tablet n=(627)

Just an 18% of Tablet devices have a data plan associated.Therefore, 8 out of 10 Tablets depend on Wi-Fi hotspots.Among the Tablet owners, those who have a data plan attached are more senior than those who connect by WiFi.

Data plan in the tablet.

18-35 36-55

36% 64%

Base: those who have a data plan in the tablet

n=(112)

They have data plan


22

Other sports

Football

Entertainment shows

Spanish series

Movies

News

Foreign series

8%

18%

20%

23%

27%

32%

33%

Which audiovisual contents have you watched?

20%

How often do you watch audiovisual content in the tablet?

At least once a day

At least once a week

At least once a month

45%

23%

Less frequently 12%

Base: those who watch contents in the Tablet n=(463)

26%DO not watch contents in the tablet

74%Watch content in the tablet

Base: those who haveTablet n=(627)

Tablet as a tool for audiovisual consumption rises: a 74% of Tablet users consume video.Keeping the comparison with the Smartphone, in the Tablet the sort of contents changes widely: being the foreign series the most consumed content. .



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What are the motives to watch audiovisuals contents in the Smartphone?

It allows me to watch videos alone, without having to share it

Because the image and sound quality are good

It allows me to do other things at a time

It is quicker to check than any other device, it is always reachable

It allows me to watch videos wherever I want

24%

26%

36%

38%

68%

The benefits that the Tablet provides to the video consumption are similar to the Smartphone ones, but reduced to the home context: independence and, in lesser degree, immediacy or the combination with other tasks.

“I use it as if it was a laptop in order to watch series”


50%34%

16%Using the webpage

Using the app

Downloads


24%

18%

33%

19%6%

Always

Frequently

Sometimes

Rarely

Never

Base : those who watch contents and have data plan n=(86)

24

To what extent do you use 3G internet connection to watch these contents?

When you are watching contents in the Smartphone; in which proportion do you use each

of the following options?

The ways of access are similar to the ones used in the Smartphone; in both there is a predominance of the web versus apps or downloads.Among the minority that have data plan, just 4 out of 10 use it habitually to access to the contents.


25

Which of the following apps have you used/use?

96%YouTube

Atresplayer 49%

Rtve a la carta 44%

Mitele 41%

Clan 34%

Vimeo 30%

Canal Cocina 20%

Disney Channel replay 16%

YouTube is also “the king” in the tablet, however the tv channels apps are more used than in the Smartphone.

+ 10 pts.

+ 4 pts.

+ 6 pts.

Vs. Smartphone

Vs. Smartphone

Vs. Smartphone


Total useRegular use

66%

22%

20%

20%

15%

11%

10%

8%


26

50%

When and where do you use the Tablet to access to the content?

In the house when I can not use the television (at bed, at the kitchen, …)

At home when the television is being used

At home, even if the television is not being used

44%

44%

On holidays or on the weekends out of the house 32%

Base : those who watch contents in the Tablet n=(463)

Out of the house; in the transportation, at the meals, … 20%

In someone else's house 11%

In which time of the year do you watch more content in the Tablet?

I tend to watch more videos in the Tablet when there are tv shows, series that appeal to me

I tend to watch more videos in the Tablet on holidays

At any time of the year, I always watch videos in the Tablet

18%

27%

55%


The role of the Tablet is different to the Smartphone: its use is based on its character as an alternative when the main television is not available, either because it is being used or because there is no television at the lounge

More than a half of the Tablet video consumers do not declare any seasonal pattern.


27

How frequently do you watch contents in your Tablet with the following durations?


The long-duration content consumption is a more rooted habit in the Tablet (vs. Smartphone): up to 28% watch frequently long contents (over 30 minutes) from the Tablet.

More than 60 minutes




18%

25%

28%

42%

46%

52%

61%

52%

36%

23%

11%

6%

Series1 Habitually Sometimes


28

How does the profile of those who watch long-duration contents from the Tablet look like?

Base: those who watch long-duration content in the Tablet n=(131)

through downloads 22%

At home, when the tv is not available

60%

Holidays

Age

Access Consumptions moments

Sociodemographics

Those who watch long-duration content from the Tablet They usually watch longer than 30 minutes contents from the Tablet

40%

28%

Atresplayer

Rtve

Apps of contents

57%

57%

Mitele 45%

59% Foreign series

Type of contents

69%

Movies 56%

Spanish series 50%

The long-duration videos consumer (over 30 minutes), versus those who are not, basically watches series and movies, as well as they strengthen the Tv channels apps roles.Atresplayer and Rtve are rated as the most used apps.

18-35


Statistically significant negative difference vs segments (95%)Televidente 2.0 – 8º Wave

4.Content consumption by platform

30

21

22

17

11

19

-7

-29

-19

-23

1

-35

11

11

17

-19

-13

-13

-11

-9

-13

5

28

17

24

-2

13

-10

-7

-12

4

-6

-4

-4

-4

-3

-5

0

0

1

2

16

5

-1

-6

10

1

-2

2

2

-1

8

0

2

-5

-1

2

-5

-4

1

0

-3

-3

-3

0

-2

-1

0

0

3

1

5

-1

1

-1

5

TDT Pay tv Internet through downloads/streaming

Apps/TV channels webs

Yomvi/Movistar multiscreen/

Wuaki/…

Profiles of off/online platforms contents consumed

Football

Formula 1Motorcycle

racingTennis

NBA

Other sports

Movies

Mini series

Foreign series

National series

Talent Show

Realities

Magazines

Debates shows

News

Sports Movies/ Series Shows Base: total n=(1384)

Each platform shows a differentiated profile regarding content consumption. In this analysis, built by the deviations around all platforms mean, can be observed how regular TV (public TV and pay TV) is limited to live consumption (sports and shows), while foreign series and movies are strong in downloads/streaming. The online TV channels stand out in national series.


31

Contents consumed in regular TV (users of each platform)

Public TV Traditional Pay TV

Football

Formula 1Motorcycle

racingTennis

NBA

Other sports

Movies

Mini series

Foreign series

National series

Talent Show

Realities

86%86%

83%78%81%

75%54%

67%68%

75%42%

82%82%85%

68%

Magazines

Debates shows

News


Sports Movies/ Series Shows

The public TV stands out in almost all sort of contents but, above all, in the consumptions of most sports apart from football as well as in national series and magazine shows, debates and news. Meanwhile, the Pay TV dominates in both: football and NBA.

28%29%

35%30%30%

38%52%52%

57%46%

63%43%

36%26%

62%

Base: those who have traditional pay TV contracted n=(547)


32

Internet through downloads/streaming

Apps/TV channels webs

Yomvi/Movistar multiscreen/ Wuaki/…

Football

Formula 1Motorcycle

racingTennis

NBA

Other sports

Movies

Mini series

Foreign series

National series

Talent Show

Realities

Magazines

Debates shows

News 8%8%11%14%

7%36%

64%48%

62%24%

38%13%

17%10%

37%

30%23%

29%26%

21%44%

36%31%

28%29%

25%19%19%

31%34%

3%3%4%7%

4%10%13%

11%16%

11%15%

7%10%

8%19%

Sports Movies/ Series Shows

Base: those who watch content through downloads/streaming n=(1059)

Base: those who watch TV channels though internet n=(724)

Base: those who use/have contracted Yomvi/Movistar Multiscreen/Wuaki…

n=(778)

Contents consumed in online platforms (do have platform sample)

Movies and foreign series are consumed through downloads/streaming. In online TV channels, whether these are by web or app, prevail national series. Regarding the online audiovisual content services, these have their greatest asset in football, NBA and movies.


33

74

31

41

85

10

26

85

13

24

78

20

35

84

1725

Football 50%% that watch the content

Formula 1 37%% that watch the content

Motorcycling 27%% ve el contenido

18-35 36-55 18-35 36-55 18-35 36-55

Recursos de consumo audiovisual deportivo usados (por edad)

n=(318) n=(367) n=(205) n=(305) n=(152) n=(223)

Public TV Pay TV Online audiovisual services(Yomvi/MovistarMultiscreen,

downloads-streaming, webs-TV channels apps)

The online content consumption becomes strong among young users.Furthermore, the consumption of football and motorcycling through online audiovisual services acquires high relevance among “milenials”.

61

34

57

Statistically significant positive difference vs segments (95%)Televidente 2.0 – 8º Wave

34

65

23

7671

26

5547

21

78

62

23

55

71

13

60

78

19

41

Movies 92%% that watch the

contentForeign series 76% National series 56%

18-35 36-55 18-35 36-55 18-35 36-55n=(621) n=(646) n=(542) n=(509) n=(384) n=(394)

Movies/series audiovisual consumption resources used (by age)


downloads-streaming, TV channels webs-apps)

This trend is even more pronounced for movies and foreign series.Among the youth, both movies and foreign series are watched online in a greater extent than in the Public TV.


% that watch the content

% that watch the content


5.Social media and other screens

86%

75%

54%

50%

45%

27%

19%

17%

12%

7%

4%

1%

5%

36

Facebook

WhatsApp

YouTube

Twitter

Google+

Instagram

Tuenti

Line

Pinterest

Atresmedia Conecta

Flipboard

Mio TV

Other

Base Total: n= (1384)

Social Networks/ communities / apps with active account

2013

87%

53%

46%

40%

25%

64%

30%

Whatsapp and Facebook leaders in the social platforms, and more than a half of the sample has an active account on Youtube.

Statistically significant positive difference vs 2013 (95%) Statistically significant negative difference vs 2013 (95%)

They own Smartphone

87%


37

Frequency of posts in Social Networks

About videos seen onlineSeries1 19% 38% 24% 19%Sometimes Rarely Never or Hardly ever Series5

About tv shows, series, movies, etc, that are being broadcasted at that timeSeries1 16% 33% 26% 25%

Sometimes Rarely Never or Hardly ever Series5

About advertisements that I am watching at that timeSeries1 7% 18% 29% 46%


Base: They have an

account in Social Network

n= 1347)

WhatsApp Facebook

60%

Ongoing broadcasted content…

59%

Google+

6%

Twitter

35%

Base: those who sometimes post comments in the Social Networks about ongoing content n= (661)

The social network posts about TV shows grow firmly, both in online and offline broadcasts.WhatsApp pushes this rise thanks to its immediacy and the fact of being an app where the messages received tend to come from friends/relatives, this growth is at expense of Facebook.

About tv shows, series, movies, etc, despite of not being broadcasted at that timeSeries1 17% 33% 25% 25%


Statistically significant positive difference vs 2013 (95%) Statistically significant negative difference vs 2013 (95%)Televidente 2.0 – 8º Wave

35%

36%

57%

41%

30%

31%

18%

21%

9%

7%

12%

4%

Habitually Sometimes Rarely Never

38

(n=1347)

(n= 1197)

(n=626)

Smartphone

Desktop computer or

LaptopTablet

62%Uses habitually other devices while watching TV

2013

> 60%Uses habitually other devices while watching TV

2014

Use of other devices while watching television

The concurrent consumption versus the TV displays certain stability in general, with some slight variances.

(59% in 2013)

(42% in 2013)

(39% in 2013)


6.Pay audiovisual content

The bundle that includes optical fiber offered by Movistar has made of this company the leader in the Market.

40%

60%YesNo


They have Pay TV contracted Which one has contracted?

11%91%

11%

29%80%

21%

8%6%

89%9%

89%

71%20%

79%

92%94%

I have contracted

it separately

Was included in a services package

TOTALcontracted

Movistar TV (imagenio)

Canal +

Ono

Telecable

GolT

Orange

R

Euskaltel

36%

31%

23%

10%5%

4%(*)

5%(*)4%(*)

Base: Pay TV client n=(551)(*) small sample.

Vs. 40% in 2013

40

Pay TV

20%

34%

24%

9%

7%

3%

5%

3%

Total contracted

2013

43%They have optical fiber contracted.


58%

42%

Type of Yomvi users

17%

83%

Yes

Yomvi users


Yomvi user, do you have Canal + contracted?

Has not C+ contracted

Has C+ contracted

Base: They use Yomvi n=(234)

17% of Internet users use Yomvi currently. However, just 4 out of 10 of these users have Canal+ or Yomvi contracted, at the same time, most of them do not possess any sort of subscription.Up to date, Yomvi has not achieved to have a key booking on its own (as we will see, likewise to the other online competitors).

7%Yomvi Users with C+ subscription

Total internet users 1%Yomvi Users with Yomvi subscription

10%Yomvi Users without subscription

41(those who access to Yomvi with someone else's password)


I do not know it

43

39% 53% 7%35% 56% 8%80% 17% 3%77% 19% 4%81% 16% 3%85% 13% 3%85% 13% 3%

I know it but I have not used it

I use it/ have used it

I pay for the services

85% 13% 2%

Magine

Nubeox

Apple TV/ Itunes (películas)

Cineclick

Filmin

Totalchannel.com

Dorna VideoPass (Moto GP)

Filmotech

1%1%1%0%0%0%0%0%


7%

93%I have no contract with any online tv services

Other online tv services


Low rates of online television services payment.The brand top awareness and the highest use is for YouTube and Google Play, although the payment is very low. Wuaki.tv y Nubeox are coming after. Those who pay this contents are, principally, clients of the traditional pay tv.

Pay for any online tv services

59% Of users who pay for online tv services also have some traditional pay TV service.

4% 18% 76%20% 44% 34%31% 57% 9%

YouTube

Google Play

Wuaki.tv

3%3%2%


7.Smart TV

30%

70%Yes

No

11%

38%

38%

14%

Within the last 3 months Within the last 3 months and last year 1 or 2 years ago More than 2 years ago

45

Is your television a Smart TV?

Base: those who have TV n=(1379)

Base: they have Smart TV n=(412)

Smart TV (new ones vs old ones)

Have you ever gone online in your Smart TV?

73%

27%

YesNo

Base: those who have Smart TV n=(412)

76%

24%

YesNo

Base: those who have a Smart TV bought less than a year ago n=(201)

49%Bought less than a year ago

Total Smart TV Smart TV bought less than a year ago

Movement recognition camera

Keyboard

Remote control with joystick or touchpad

6%7%9%

19%25%

82%

8%11%13%

27%34%

77%

What kind of remote control does your Smart TV have?

Vs. 23% in 2013

The Smart TV is getting strong at home: a third of internet users already have one. Half of these Smart TVs have less than 1 year old, which implies an improvement of the features, among these, the remote control.


By using apps

By using web browser

47%

46

13% 34% 20% 19% 14%

Daily At least weekly At least monthly Lesser frequency Seldomly

Base: they go online in the Smart TV n=(302)

By using the web browser and apps By using apps

By using web browser

26% 24%50%

Internet connection frequency Internet access method

18% 41% 18% 10% 12%

Daily At least weekly At least monthly Lesser frequency Seldomly

Base: they go online in the Smart TV bought less than 1 year ago n=(152)

15% 29%56%

Weekly +

52%Weekly +

Total Smart TV

Smart TV bought less than a year ago

2013 41% 29% 30%

In the new Smart TV is more frequent to use Internet. Are in the latest models where the access to Interner, both through the web browser or app, is higher.

By using the web browser and apps


16%

16%

15%

4%

4%

Audiovisual content apps used

73%44%

37%35%

19%19%19%18%

15%15%

11%11%10%

7%

6%3%

2%

15%

56%23%

15%22%

15%5%

13%4%

8%

4%

4%

6%4%

4%3%

1%1%

10%47

Type of apps used

Audiovidual contents

79%

ºTo listen to music

Online press

Social Networks

Games

Email

Communication

Photography

Karaoke

Other

44%

35%

37%

27%

YouTube

Rtve a la carta

Apps of the brand

Atresplayer

Yomvi

Wuaki

Disney Channel

History

Other apps

Cooking channel

Eurosport

Nubeox

Sol Música

Vimeo

TED

Decasa

Bio

Filmin

Have used

Use frequently

Base: they get

connected to internet

in the Smart TV and use

apps n=(225)

Base: they get connected to Internet in the Smart TV and

use audiovisual contents apps n=(179)

º

2013

81%

42%

39%

37%

28%

2013

26%

16%

22%

5%

2%

The audiovisual content apps are the most used ones in order to access the Internet, above all of them, YouTube highlights.RTVE a la carta and Atresplayer are the most commonly used apps along with the apps that belong to the brand. .


60%

33%

17%

16%

10%

48

Drivers and content to Smart TV audiovisual apps

Base: they get connected to internet in the Smart TV and use audiovisual content apps n=(179)

Why do you watch videos through these apps?

Apps are more comfortable to use than the web in the Smart tv

It offers on demand contents

The video/sound quality is better in the apps than in the web

There are more contents in the apps than in the web in the Smart tv

The apps allow me to interact with them from other devices

Others

News

Gamers/gameplay videos

Entertainment/Contests shows

Homemade/non professional videos

Tutorials/how to videos

Hobbies videos

Sports

Humour videos

Documentaries

Foreign series

Spanish series

Music videos

Movies

5%15%15%16%17%

24%26%

30%34%

38%41%41%

46%48%

Which contents do you watch through the apps?

The content seen is:

Pay content

Both (free and pay)

Free content

2%20%78%

2013

79% 19% 3%

The audiovisual content apps are understood as comfortable to use. Contents such as movies, videoclips and series (normally, free content) monopolizes this consumption.


Others

Homemade/non professional videos

News

Entertainment/Contests shows

Documentaries

Music videos

Sports

Spanish series

Foreign series

Movies

9%11%12%

17%26%

28%30%

43%44%

56%47%

40%

18%

17%

65%

38%

29%

17%

49

Type of audiovisual content webs used

Webpages related to Tv channels

Webpages to watch movies/series in streaming

Webpages to watch football or other sports in streaming

Others

What content do you watch through these webs?Why do you watch videos through these webs?

There is more content in the web than in the apps

The web is easier to use than the apps

The web allows me to have several videos opened at a time

The video/sound quality is better in the web than in the apps

Base: they get connnected to internet through the Smart TV and use the web browser n=(229)

Being able to access to a better catalogue is the principal driver to use the Smart tv web browser.The most visited webs are those related to TV channels. Movies (considering also streaming watching webs) and series stand out.


Series1 44% 32% 16% 6% 2%

10 - 9 8 - 7 6 - 5 4 - 3 2 - 0

50

Series1 35% 37% 18% 9% 2%

10 - 9 8 - 7 6 - 5 4 - 3 2 - 0

Smart TV satisfaction level

71%Top 4 76%Top 4

Total Smart TV Smart TV bought less than 1 year ago

Difficult to use

Easy to use

Good apps

It meets my expectations

It works bad

I like it

It works ok

10%13%14%

15%15%

21%23%

Difficult to use

Easy to use

Good apps

It meets my expectations

It works bad

I like it

It works ok

11%8%

12%14%

13%19%20%

Motives of satisfaction level about Smart TV

Base: they access internet in the Smart TV n=(302)Base: they access internet in the Smart TV bought less than 1 year

ago n=(152)

Positives Negatives

2013

63%

The satisfaction level regarding the Smart TV goes up compared to 2013, partially thanks to the newer tvs.The latest Smart TVs are seen as easier to use.


51

Series1 26% 30% 30% 8% 7%

Series1 9% 19% 25% 13% 34%

Series1 9% 25% 29% 15% 22%

Series1 6% 16% 25% 16% 37%

10 - 9 8 - 7 6 - 5 4 - 3 2 - 0

The apps and contents offer of my interest for the Smart TV is still poor

I would be willing to pay a reasonable price for contents that give added value to my Smart TV

I see more and more contents in the Smart TV, whether these are through the apps or the web browser

I would be willing to pay for contents in my Smart TV if it was through subscription

Base: they access internet in the Smart TV n=(302)

Attitudes towards the Smart TV

56%Top 4

28%Top 4

36%Top 4

22%Top 4

Although the apps and contents offer is still poor, the willingness to pay for contents reaches to almost 1 of each 3 users.


8.Downloads / Streaming

60%40%

70%30%

53

Downloads/Streaming

77%

23%

YesNo


Do you watch contents (such as series, movies, shows, sports, cartoons,…) through

downloads/streaming webs?

Vs. 82% in2013

Decrease in the consumption of contents through streaming and/or downloads in favor of an increase of the Pay TV among those who neither do streaming nor downloads. Nonetheless, when analysing separately, we can observe a growth in either one, this is, there is more users with both options than in 2013.

32%Had Pay TV contracted

2013

>38%Have Pay TV contracted

2014

Pay TV penetration in those who do not consume downloads/ streaming


Do you watch contents (such as series, movies, shows, sports, cartoons,…) through downloads?

Vs. 54% in 2013


Do you watch contents (such as series, movies, shows, sports, cartoons,…) through streaming?

Vs. 61% en el 2013


54

Contents and the access mode

Documentaries

Humour

Foreign Series

NationalSeries

Movies

Adults

Tv shows

Sports

n=(158)

n=(140)

n=(558)

n=(228)

n=(648)

n=(246)

n=(951)

n=(270)

15%33% 22% 17% 14%

13%44% 21% 16% 6%

16%24% 18% 20% 22%

14%28% 18% 21% 19%

19%19% 16% 17% 29%

12%40% 19% 16% 13%

10%52% 15% 14% 9%

9%56% 16% 12% 6%

Just through

streaming

Mainly through

streaming

I use streaming

and downloads

equally

Mainly through

download

Just through

download

The type of content that is immediate because of their nature; such as sports or tv shows are, in greater degree, watched in streaming. However, both foreign series and movies are the only contents in which the downloads are as high as the streaming.


60%

40%

YesNo

55

How many hours do you spend watching downloaded content weekly?

7 hours & 48 minutes

66%

64%

Peer to peer file sharing program (torrents, emule, P2P)

Online file hosting webs such as Mega or Rapidshare

Resources used for downloading


Do you watch contents (such as series, movies, shows, sports, cartoons,…) through downloads?

Base: those who watch content through downloads n=(834)

7 hours & 41 minutes2013

Audiovisual content through download

Vs. 54% in2013

The number of internet users that watch contents through downloads grows as well as the time spent on it.This figure has to do with the rise of the optical fiber in this segment. The P2P and the downloads webs are used almost indistinctly.

17%Had optical fiber at home

2013

> 31%Have optical fiber at home

2014

Own optical fiber…


56

How many hours do you spend watching streaming content weekly?

6 hours & 27 minutes

Devices used for streaming70%

30%


Do you watch contents (such as series, movies, shows, sports, cartoons,…) through streaming?

Base: those who watch contents through streaming n=(971)

89% 22%25% 12%

PC/ Laptop SmartphoneTablet Smart TV

69%

66%

Online file hosting webs to watch series/movies in streaming

YouTube

36%Online file hosting webs to watch football and other sports in streaming

14%Vimeo

13%Others

Resources used to watch contents in streaming

Base: those who watch contents through streaming n=(971)

2013 5 hours & 41 minutes

Audiovisual content through streaming

Vs. 61% in2013

The increment can be also seen in the visualization of audiovisual content through streaming. Important climb of the hours spent on consumption. The PC/Laptop prevails, although the tablet and smartphone have relevant positions. The online file hosting webs are the most used, followed by YouTube.

They have optical fiber2013

17%2014

30%


57

Behaviours in the consumption of download/streaming content

I "binge-watch": I watch a lot of downloaded or in stream-ing content one after another

I do not plan too much what I am going to watch: I search for something that I am interested in at that time

I follow the series that I like when they release them and I watch the corresponding episode of the week as soon as

it has been broadcasted

58%

62%

65%

Base: those who watch content through streaming and downloads n=(684)

The huge amount of content available lead to diverse consumption patterns living together for downloads and streaming users: planning, improvisation and binging.Those who use streaming as well as downloads follow the series weekly as it goes on television. However, when the content is available, more than a half of the internet users who either download or watch in streaming, binge-watch. (they watch several episodes or even full seasons in a row).


10. Optical fiber and Pay TV package

59

Profile of user in function of its type of connection

3 out of 10 internet users have optical fiber at home, and 6 out of 10 optical fiber users have Pay TV.As we saw earlier on, the optical fiber is gaining ground to the ADSL.

Statistically significant positive difference among segments (95%)

29%

69%

2%

Fiber ADSL Other connections

Base: total (n=1384)

50% 50% 57% 43%

Gender

Base: those who have ADSL (n=955)

Base: those who have Fiber (n=406)

ADSL User Fiber User

Those who have Pay tv

35% 58%


60

Users equipment depending its type of connection

59%

85%

45%

34%

Desktop computer

Smartphone

65%

90%

53%

43%

ADSL User Fiber User

Mobile hard drive



30% 13% 37% 34% 19% 51%Smart TV 3D Full HD Smart TV 3D Full HD

Base: those who have ADSL (n=955)

Base: those who have Fiber (n=406)

The user that has optical fiber has more and better technological equipment than those who have ADSL.

TV set TV set


71

32

49

61

59

39

53

86

10

24

80

19

30

83

1825

71

26

42

Football

48%% watch the content Formula 1

35%Motorcycing

27%

Resources of audiovisual sportive consumption used

n=(459) n=(215)



n=(361) n=(140) n=(270) n=(111)

53% 38% 28%


ADSL users and Optical fiber ones consume the same sportive contents but in a different way: the Optical fiber users stay away from public tv, expanding their consumption to the Pay tv or audiovisuals online services.

ADSLUser

FiberUser

ADSLUser

Fiber User

ADSL User

Fiber User

% watch the content % watch the content


62

69

23

64 63

33

68

56

20

66

49

31

7076

13

51

66

26

53

Movies

92%Foreign series

78%National series

56%



n=(875) n=(375) n=(718) n=(318) n=(531) n=(227)

Resources of audiovisual movies/series consumption used

92% 75% 56%


There is a similarity in the consumption of movies and series, since the Optical fiber user prefers to watch contents in Pay tv and streaming more than the ADSL user.

% watch the content % watch the content % watch the content

ADSLUser

ADSLUser

ADSLUser

FiberUser

FiberUser

FiberUser


11.YouTube

º

64

86%

14%

YesNo

Have you ever accessed to YouTube over the last month to watch videos?


85%

Which resource have you used to access YouTube?

Base: have ever accessed to YouTube in the last month n=(1191)

Access to YouTube

50%

Both 35%

Through its appThrough its web

YouTube is overwhelmingly prevailing: almost nine out of ten internet users have accessed this platform in the last month. Even though the access is predominantly through the web, the apps have reached a normalized use.

Internet users with an account on Youtube

54%


65

85% 57% 29% 10%

PC/ Laptop Smartphone Tablet Smart TV

Devices from which they access to YouTube

Places from where they access to YouTube

73% 62% 29% 26% 20% 19%

At the house Out of the house 51%96%Living room Otras

Estancias Outdoors In a friend or relative house

At the work place

Public transport

Base: those who have accessed to YouTube in the last month n=(1191)


º º º º º

YouTube has a wide range of multi device access and an ubiquitous consumption: although the PC and indoors dominate over all, the smartphones and outdoors reach to a 50% of users. The profile of the users who access outdoors is more masculine and younger.

56% 44%

18-35 36-55

59% 41%Base: those who have

accessed to YouTube in the last month from each

placen=(609)


“Now the Smartphone is

slightly bigger and it is closer at hand to

watch Youtube wherever you want”


85% 57% 29% 10%

66

PC/ Laptop Smartphone Tablet Smart TV

Profile of users who access to YouTube by device

When we analyze the profile of users who access to YouTube by device of access, we observe that the access through the Smart TV is way more masculine and the access through the Smartphone is more usual in those ranging from 18 to 35 years old.

Gender

Age

54% 46% 52% 48% 53% 47% 66% 34%

18-35 36-55 18-35 36-55 18-35 36-55 18-35 36-55

52% 48% 59% 41% 47% 53% 52% 48%Base: those who have accessed to

YouTube in the last month from each device

n=(1015) n=(676) n=(344) n=(123)

Base: those who have accessed to YouTube in

the last month n=(1191)

Statistically significant positive difference vs segments (95%)Televidente 2.0 – 8º Wave

Series1 6% 19% 18% 22% 35%

Series1 7% 26% 23% 22% 23%

Series1 11% 25% 16% 20% 27%

Series1 16% 38% 26% 12% 8%

67

Series1 8% 21% 18% 22% 31%

Series1 4% 14% 17% 27% 39%

Series1 4% 12% 16% 25% 42%Daily At least once a week At least once a month Lesser frequency Never or hardly ever

Frequency of visualization by content

Watching music videos

Watching television channels contents

Watching hobbies videos (DIY, cars, etc…)

Watching YouTubers videos

Watching sport videos

Watching videos that brands put online

Watching videos of celebrities

54%Weekly +

36%Weekly +

33%Weekly +

29%Weekly +

25%Weekly +

18%Weekly +

16%Weekly +


YouTube is mainly a music player: music videos are the most consumed content. At a certain distance, the television channels and hobbies contents.

“Most of the time on Youtube, I am listening to music”


85%

75%

62%

46%

40%

40%

37%

35%

34%

68

I use the YouTube searcher to find content of my interest.

When I access YouTube, I usually watch the videos I was looking for and also some other

recommended ones.

In YouTube I just watch the specific videos I was looking for.

It is my main source of consumption of entertainment videos .

I am subscribed to specific channels created by tv channels or people about

concrete themes.

I access to consume videos without any fixed aim, out of boredom, to see what I find.

To watch videos of series and shows that are broadcasted on TV.

I use someone else´s playlist or my own playlist to watch contents (such as music,

humour, et.).

I use general YouTube channels to watch contents (popular, music cannel, Sport cannel,

Movies cannel…).

Consumption patterns and attitudes towards YouTube


Several consumption patterns in Youtube: Use of the web browser to search for content of interest as well as the consumption of recommended content, playlist, theme channels…


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• Market & UX Research

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Televidente 2.0

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