We know that video marketing has been a trend in digital marketing for years. But to analyse this phenomenon in depth and adapt our strategies to it, we need to know the figures for the sector.
Luckily, IAB Spain carries out a comprehensive study
Every year that helps us understand the situation of video marketing in our country in depth, so let’s take a look at its conclusions!
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State of video marketing in numbers
The video marketing market in Spain
Today, more than 24 million internet users aged 16-65 watch online videos. This represents an upward trend since 2014, so it is not surprising that video marketing continues to be a trend.
The main barriers for non-users are traditional television
Not liking the online environment and lack of time or interest.
The most viewed videos are musicals, series, films, animation and comedy content.
Younger users focus more on music, movies, series and video games, while older users watch Country Wise Email Marketing database documentaries and news. Men tend to watch videos about sports, science and adult content, and women tend to watch videos about cooking and beauty.
On average
Users spend 19.2 hours a week watching online videos. Content is usually viewed on a time-delayed basis.
The most commonly used device for watching online video is the computer , followed by mobile phones, SmartTVs and tablets.
25% of users say they make comments while watching the video, especially to share opinions or interact with other users. These comments are made through social networks and the video page itself, and the device most often used to write them is the mobile phone.
The most popular online video
Platforms are YouTube (used by 8 out of 10 users) and Netflix . Facebook, Instagram and Atresmedia are also very popular in our country.
The best-rated catalog is Netflix, which receives an 8.3 from users. It is followed by HBO with an 8.2, YouTube with an 8.1 and Movistarplus with an 8.
Only 16% of users say
They have paid to watch online content, mainly series, films and sports. Content is the main motivation for paying to watch videos online.
The main barriers to paid content are the existence of free media and lack of interest or need.
