As streaming continues growing and changing viewing habits around the world, the Spanish market seems to be rapidly following the global trend. According to Kantar Media, recently introduced international video-on-demand (VOD) leaders such as Netflix and HBO have been quick to monetise the behavioural changes of the Spanish audience.
The premiere of Game of Thrones seventh season is cited by the firm as an example of the growing series wave in the country. During the premiere night, over 35,000 related tweets were written in Spain, and Kantar Media estimates that the episode generated over 330 million audience impacts.
Looking at the figures, it’s not surprising that 41% of the Spanish consumers of OTT series are showing interest in Game of Thrones.
According to the report, this is the same kind of audience that is increasingly demanding VOD services that meet their needs. In fact, a third of the Spanish series-craving population regularly uses video-on-demand platforms.
However, the streaming habits are not evenly distributed among the population. According to Kantar, millennials (20-34 years old), singles, with a medium-high socioeconomic level are, by far, the main users of VOD services.