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IAB Spain's Annual Connected TV 2024 Study.

Jul 03,2024
Amy Mazzola
Connected TV

IAB Spain has released the Connected TV Study 2024, sponsored by Publiespaña and prepared in collaboration with Nielsen. The study analyses the habits and consumption of Connected TV users and sizes up the market and its evolution in Spain.

The Study reveals that 95% of Spanish Internet users, aged 16 to 75, access audiovisual television content via the Internet, representing nearly 33 million individuals. In addition, the penetration of Connected TV has increased by five percentage points compared to 2023 (90%), driven mainly by young people aged 16 to 24, mostly men, where it grows by 15 points.

Regarding connectivity, the device best for consuming Connected TV content is the Smart TV, chosen by 75% of users; followed by accessory devices that allow connection to television services or streaming content, also known as set top boxes (34%) – with Chromecast, Fire TV and the Movistar Plus+ decoder being the most popular – and the smartphone (29%), with a growth of 14 percentage points compared to 2023. 

Download the full report here

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