Advanced Television

Research: Social video apps favoured by Spain’s under-25s

June 29, 2023

Exclusive research from Omdia reveals YouTube, TikTok and Twitch are the most popular video services with the under-25 age group in Spain. Netflix continues to be popular with all other age groups.

Unveiling the latest research from Omdia on trends across the generation Z (gen Z) market at Conecta Fiction & Entertainment 2023 in Spain, Omdia Senior Director Maria Rua Aguete said that TikTok, YouTube and Twitch were dominating the gen Z market. “Netflix remains a key player and appears in all the other age groups but not with gen Z,” she added.

TikTok has been enhancing its services across several entertainment categories. It was the official entertainment partner of the 2023 Eurovision Song Contest in Liverpool, UK through a partnership with the European Broadcasting Union, and offered exclusive content from the event with live performances, interviews, and behind the scenes scoops. This activity generated 4.8 billion views on TikTok and 540 million views of official videos on TikTok, Twitter, Instagram, and Facebook.

TikTok expanded its presence in the football market in June 2021, with its global sponsorship of the delayed UEFA Euro 2020 championship, a deal that it regards as a precursor to further marketing deals in the sport, followed by other deals for UEFA’s Women’s Euro 2022. TikTok also formed partnerships with broadcasters, players, and pundits to create a pipeline of unique content for its platform.

Summarising the market, Rua Aguete said: “As a creator or distributor in Spain, it is important to know where your target market’s eyeballs are, and for young people in Spain those eyeballs are firmly affixed to YouTube, TikTok and Twitch. It is also a myth that gen Z don’t watch linear television as our research indicates numbers for Free TV (terrestrial or DTH) is quite high. The second screen is also critical for gen Z as they use their smartphones to consume a great deal of content.”

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