The study entitled The importance of time-shifted viewing compared to linear viewers in Spain by the University Camilo José Cela concludes that 67% of the viewers participating in the study preferred watching fictional TV genres on demand (time-shifted, occurring at least one minute after the traditional scheduled broadcast) rather than linear (viewed at the time of broadcast) current affairs or entertainment programs. The research determines that there is a trend towards increased on demand viewing in the medium term.
A total of 7% of the overall linear and time-shifted audience prefer on-demand viewing and still do not overshadow the numbers of linear viewers in the most popular open broadcast TV channels, but they do in specialised TV channels. This is due to the fact that the television programs broadcast in free and open TV channels in Spain have a massive audience for linear broadcasts, which makes it difficult for time-shifted consumption to reach these figures quantitatively. However, the content broadcast in specialised channels obtain very few viewers in their linear broadcast and the weight of time-shifted consumption is higher, which justifies a much higher percentage growth.
By type of genre, the research shows that Spanish series accumulate the largest number of viewers in time-shifted viewing over the nine months of analysis, with more than 80 million views, compared to 51 million for foreign series, jointly totalling 131 million views, followed by films (23 million) and children’s programs (10 million). The study has classified the information by subgenres: news, current affairs, documentaries, sports, live sports, non-sporting events, Spanish series, foreign series, films, children’s programs, reality shows, docurealities, game-shows, talent shows, comedy and chat shows.
The study highlights the need to consolidate a hybrid measurement system that allows multi-device measurement, beyond those obtained merely in linear broadcasting, advocating for “agreeing on a unified measurement system, at least, by country. Also, for viewers watching on demand shows beyond seven days after scheduled broadcast. ”
The research led by Professor Jorge Gallardo has been published in the journal ‘OBS Observatorio’. The methodology measured audience data of the 10 television programs with the highest time-shifted audience each day for nine months (between 25 March 2016 and 25 December 2016) in order to gauge the importance of the time-shifted audience in Spain compared to traditional linear viewers, with a total of 2,750 time-shifted television programs.