This week, the streaming platform Rakuten TV presented the results of a study entitled Unlocking New Audiences, which analyses consumer attitudes towards television and streaming. In Spain, there is a shift towards free, ad-supported models, with 75% of respondents stating that they watch AVOD (advertising-supported video on demand) or FAST (Free Ad-Supported TV) services at least once a week.

The report, conducted in June this year in Spain, France, Germany and Italy, also shows that 60% of Spanish respondents who consume AVOD/FAST no longer watch traditional linear television — the highest percentage among the markets analysed. Furthermore, 18% of those who consume AVOD/FAST also do not use SVOD (subscription) platforms. Regarding the advertising experience, 70% of respondents say they are very satisfied, satisfied or neutral about the volume of adverts shown.

Across these four countries, the report reveals that 71% of respondents consume AVOD/FAST weekly, while 44% no longer watch linear television. In addition, 25% of AVOD/FAST users do not subscribe to SVOD services, and 41% of frequent FAST/AVOD consumers said they watch films or series that they would not normally watch on traditional television. The main motivations appear to be free access, followed by content selection. Specifically, 78% of respondents value free access, even if it includes advertising, while 62% are satisfied with the quality of films and series available on these platforms.

Rakuten TV also presented the study A Clearer Picture, conducted in collaboration with Bluestripe in the United Kingdom, focusing on measurement and transparency in CTV advertising (advertising displayed on Internet-connected television devices, such as smart TVs or game consoles). The report concludes that transparency and trust surpass price as the top priorities for advertisers in the United Kingdom. A total of 97% express concerns about transparency, with 42% identifying it as the biggest barrier to investment. In addition, one-third (33%) express concern about advertising fraud and visibility, which directly affects trust in the medium. Only 28% of advertisers say they are very confident that their CTV ads are running in fully viewable, fraud-free environments. In conclusion, these results demonstrate the growth of CTV, a strong demand for transparency, and a shift towards premium, high-quality environments.

The full report, Unlocking New Audiences, is available for free here.