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Spanish viewers take to smart TV

Connected TV use is gaining ground in Spain, with a quarter of connected TV users saying they are watching less linear TV and over half of users turning to smart TVs to access connected services, according to a new report.

According to the second annual survey of connected TV and video online by trade organisation IAB Spain in association with ecommerce specialist VIKO and video ad platform Smartclip, 54% of connected users access services via smart TVs, up 20% on last year, while 24% of users say they now watch less traditional TV.

The survey reported a 20% increase in consumption via websites hosting online TV, while access to online video via social media sites fell by 5% between the two surveys. YouTube dominates online video with 76% of users accessing video via the site.

Spanish viewers said they would pay an average of €6 a month to access film, TVoD, music and exclusive internet programmes, while 64% also said they would be willing to accept online video advertising if that meant they could get free content.

“The adaptation and evolution of connected connectivity is a reality that opens up many options for users and advertisers,” said Antonio Traugott, director general of IAB Spain.
”Smart TV penetration will continue to grow, which will mean increased investment in advertising and communication on connected TVs. Its evolution will accelerate so that eventually investment in digital will surpass conventional television.”