MADRID: Connected TV is gaining ground in the Spanish market as a new report shows almost one third of users there  have completely stopped watching TV programmes in the traditional way.

The Second Annual Survey of Connected TV and Video Online, produced by trade organisation IAB Spain in association with ecommerce marketing specialist VIKO and video advertising platform Smartclip, also revealed that smart TVs have become the main way to access connected TV with 54% of users adopting this route, a 20% uplift on 2013.

Almost one quarter (24%) of connected TV users said they were now watching less traditional TV and a similar proportion were watching online video, double that reported in 2013.

Angel Fernández Nebot, Smartclip country manager Spain, observed a 'gradual and profound change that is occurring in the way we consume media'.

As regards online video, the survey noted a 20% increase in the consumption via the websites hosting it, while that via social media had fallen 5%. YouTube dominated the online video market with 76% watching here. The nearest rival, Vimeo, was a long way behind on 12%, followed by Yomvi (10%), Nubeox (6%) and wakiTV (5%).

When it came to actual content, there was an upward trend for film, TVOD, music and exclusive internet programmes.

While users could pay up to €6 a month to access this material, almost two thirds (64%) of Spaniards were willing to accept online video advertising if that meant they could get free content.

"The adaptation and evolution of connected connectivity is a reality that opens up many options for users and advertisers," declared Antonio Traugott, Director General of IAB Spain.

"Smart TV penetration will continue to grow, which will mean increased investment in advertising and communication on connected TVs. Its evolution will accelerate so that eventually investment in digital will surpass conventional television."

Data sourced from IAB Spain; additional content by Warc staff