Online video market evolves in Spain

20 December 2010

MADRID: YouTube dominates the Spanish online video sector, but print media owners and TV broadcasters are also winning fans with their equivalent web content, comScore has found.

According to a report from the research firm, just under 3bn online videos are viewed per month in Spain, with the various available platforms reaching 19.2m people - 83% of the web population.

YouTube, owned by Google, attracts 16.7m viewers, while music video specialist Vevo recorded 3.9m visitors and French-owned posted 3.5m.

But many of the nation's big media owners are attracting viewers by hosting video content on their websites.

For example, RCS Media Group, parent of El Mundo, a tabloid, and Marca, a sports daily, is the sixth most-popular video portal, with 3.2m unique visitors each month.

Grupo Prisa, boasting brands like El País and Diario AS, also attracts over 3m visitors, and is in seventh place, while - the website of a leading TV broadcaster - is in tenth.

Jaime Agulló, general director of comScore Iberia, said: "While the majority of videos are watched on YouTube, we are also seeing eyeballs move towards professional long- and short-form content produced by leading broadcasters such as

"This trend presents a significant opportunity for advertisers to more actively consider online in their brand building budgets."

Overall, the Spanish online video market has the second biggest reach among the major members of the European Union, behind France (84.4%) but ahead of Germany and the UK (81.3% and 80.7% in turn).

Men tend to be heavier consumers of video, with the typical male viewer watching 49% more content than females.

Members of the online video audience also tend to be young, with overall reach highest among 15–24 year olds (90.2%) and lowest among over-55s (81.8%).

Data sourced from comScore; additional content by Warc staff