OTT tops pay-TV in Spain | Media Analysis | Business
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Spaniards have embraced video streaming, driving Netflix and Amazon Prime Video to become real alternatives to pay-TV options.

cnmc panel 26 may 2018A third of connected Spaniards watches content over-the-top (OTT), a survey from the Comisión Nacional de los Mercados y la Competencia has revealed. Pay-TV had a similar penetration rate not so long ago, before IP-based technologies and convergence drove the industry to reach 40% of homes.

Since the beginning of 2017, subscription video-on-demand (SVOD) platform leader Netflix has tripled its subscriber base, now nearing 1.5 million active accounts and 9.1% of Spain’s Internet homes. The global agreement reached with Telefónica on Thursday is expected to ratchet up the platform’s penetration even further.

Despite Netflix’s growth over the last 12 months, it is Telefónica’s Yomvi TV everywhere service that is the market-leading OTT platform. With 2.16 million subscriptions (13.5% penetration), Yomvi has almost doubled its reach since January 2017.

Vodafone’s mobile, online TV service is the third most used service, reaching 5.9% of Spain’s connected homes with 944,000 subscribers.

The newest OTT in town, Amazon Prime Video, has shown strength during its first full year operating in the country. It has exceeded the half a million subscribers and reaches 3.5% of households.

On the other hand, HBO, which was reported to have reached 414,000 subscribers by the end of 2016, now has 363,000 people subscribed to it, 2.3% of Internet homes.

“On average, Spaniards spend nearly three hours per day watching video on TV, but they use almost 2.5 daily hours to consume video across other devices,” has pointed out the CNMC. When looking to younger demographics, mobile screens gain relevance (4.7 hours a day) while daily TV time decreases to 2.2 hours.