Video reigns over Spanish social media | Social TV | News | Rapid TV News
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YouTube has increased its penetration as video leads social media habits in Spain, according to the Internet Advertising Bureau (IAB).

youtube usuario 21 april 2017The Estudio Anual Redes Sociales 2017 report delivers a comprehensive analysis of Spain’s social media sector, in which video continues to gain traction.

86% of Spaniards with access to the Internet use at least one social media platform, with Facebook topping the penetration ranking. YouTube, the third most used platform, is the only one in the top three that has managed to increased penetration. It is used by 71% of online Spaniards, and has the strongest user base among the 16-30 group. In fact, another recent report pointed out that over seven in ten Spanish people under 35 watch more video on YouTube than on TV.

The Google-owned platform is also the second highest-valued social media platform, ahead of other popular services such as Spotify, Instagram and Facebook, and right behind WhatsApp.

The report also shows that Spaniards spend a long time on social networks; on average, users watch over three hours of online video per week through YouTube.

In addition, apart from messaging, which is the most regular activity carried out through social media, video streaming appears to be the most popular thing to do over the Internet.

“Out of the 22 million Internet users in Spain, social media campaigns reach over 19 million. This figure shows that social platforms are great window for brands to strengthen their online presence,” said Juan Domínguez, founder of Adglow, which supported the research along with IAB Spain. “High segmentation and wide reach made social media a comfortable environment for both users and companies.”