OTTs go live

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???? WHAT: Today, we are examining the move of Over-The-Top platforms -digital streaming services that deliver content over the internet directly to viewers, like Netflix or Prime Video- into live content. To gain a deeper insight into the scale of this trend, we examine the viewership of two traditional linear formats - ?? a talent show finale, and a sports broadcast- during their debut on these platforms in Spain.

?? WHY: The move could be an exciting one for advertisers for its potential to engage audiences in real-time, drive urgency, and offer new avenues for brand integration and monetization.

?? HOW: Leveraging our proprietary cross-media and single-source data, we generate a unified perspective on media and advertising consumption across all platforms, even walled-gardens. Curious about our approach? Visit our website for more details on our methodology.

17% of young Spaniards followed the final of ‘Operación Triunfo’ live on Prime Video

'Operación Triunfo' is a Spanish reality music competition where aspiring singers compete against each other for the chance to win and launch their music careers. It's a classic of Spanish television, but Prime Video acquired the broadcasting rights last year.

• On the night of the finale, 17.5% of Spanish young adults aged 18 to 24, totaling 580,000 individuals, tuned into the contest via Prime Video. In total, 980,000 adults in Spain watched the finale at some point.
• We delved into how viewers were divided among other available options that same night, exploring the 'fan profile' for each of them—the most consuming sociodemographic segment.

Who followed 'The Netflix Slam'?

595,000 Spanish adults followed the exhibition match between Rafael Nadal and Carlos Alcaraz on Sunday, March 3rd, which was organized and exclusively broadcasted by Netflix.

• Nearly all of the match consumption occurred live, with only 5% of viewers opting to watch it on-demand the following day.
• El País reported on the data, which included average consumption duration and the 'fan profile,' among other details.

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