Related tv in Spain has reached some extent the place almost each web person watches it, but the promoting trade continues to be understanding how you can measure its affect reliably. IAB Spain this month published the fifth version of its annual Related TV examine, revealing that 95% of Spanish web customers between 16 and 75 years outdated – roughly 34.3 million individuals – eat content material via related tv. The examine was offered on Might 6, 2026, sponsored by Publiespaña and ready in collaboration with Elogia.

The headline penetration determine has now held at 95% for 3 consecutive years – 2024, 2025, and 2026 – a plateau that the examine’s authors interpret not as stagnation however as structural maturity. For context, Spain’s whole inhabitants between 16 and 75 stands at 37.6 million in accordance with INE knowledge, with web customers representing 96% of that determine, or 36.1 million individuals. Related TV customers – those that entry audiovisual content material via the web on a Good TV or any system related to a tv display screen – account for 95% of that web inhabitants. 9 out of ten Spanish web customers, in different phrases, are lively CTV shoppers.

Methodology and scope

The examine attracts on two parallel analysis streams carried out in March and April 2026. The patron survey lined 1,000 respondents – women and men aged 16 to 75 who use the web – utilizing computer-assisted internet interviewing by way of on-line panels. The margin of error is plus or minus 3.2 share factors at 95.5% confidence with p=q=0.5. The skilled survey captured 104 respondents from throughout the digital promoting trade: businesses, AdTech and MarTech corporations, publishers, and advertisers. That pattern carries a margin of error of plus or minus 9.8 share factors on the similar confidence degree.

The definition of related TV utilized in each questionnaires is exact: audiovisual content material accessed by way of the web via a Good TV, or via a TV related to a pc, laptop computer, console, or different accent system with connectivity. This definition encompasses every thing considered on the big display screen, whether or not accessed natively by the Good TV’s personal working system or routed via an exterior system.

Who makes use of related TV and the way

Penetration is equal between women and men, each at 95%. Amongst age teams, 16 to 34 yr olds and 35 to 54 yr olds register the best penetration at 97% every, whereas the 55 to 64 bracket sits at 91% and the 65 to 75 group at 90%. The typical CTV person is 45 years outdated, works (62%), holds a college diploma (51%), and lives in a family of two.8 individuals. Those that don’t use related TV – the remaining 5% – skew older at a mean age of 53, stay in smaller households of two.3 individuals, and the commonest cause they provide is solely lack of curiosity: 35% say they know the providers however should not , down from 44% in 2025.

Units and entry

Good TV penetration in Spanish households stands at 86%. Amongst CTV customers, 76% entry content material straight via the Good TV – a determine that has been secure at 75% to 76% for 2 years. Set High Field gadgets, which embrace Fireplace TV sticks, Google Chromecast, Apple TV, and operator decoders, are utilized by 33% to attach a tv to streaming providers. Amongst these utilizing Set High Field gadgets, Fireplace TV and Google Chromecast are tied at 37% every inside that phase, with Fireplace TV having declined barely and Chromecast gaining a small quantity yr on yr.

Smartphones are owned by 97% of customers and used as a second display screen by a significant minority. The twin-screen conduct is critical: 47% of CTV customers report utilizing one other system whereas watching tv, and 95% of these say that different system is their smartphone. What are they doing? 76% browse social networks, 55% browse the web usually, and 9% search particularly for details about promoting they’ve simply seen on the related TV. That final determine is small however in step with the examine’s broader discovering that CTV promoting has measurable behavioral results.

Viewing habits

Customers declare a mean every day viewing time of 130 minutes. Greater than half – 55% – say they watch between one and three hours per day. An additional 20% declare three to 5 hours, whereas 16% say lower than one hour. Households with kids watch much less, averaging 97 minutes. Viewing spikes within the night: the 9 PM to 11 PM window is the clearest prime time interval. A secondary peak seems round noon.

Most viewing is intentional. 85% of customers select content material on demand reasonably than watching no matter is stay at a given second, although 49% nonetheless report watching content material in actual time as nicely. Two thirds – 66% – entry platforms realizing precisely what they need to watch. One other 37% depend on platform suggestions, whereas 29% uncover content material via social media and 26% are influenced by the platform’s dwelling display screen.

Collection dominate content material consumption at 80%, adopted carefully by cinema at 76%. Information programmes come third at 42% and sports activities fourth at 39%, with sports activities rising amongst older male viewers. Households with kids present a definite content material sample: animation leads at 73%, adopted by cinema and sequence, with academic programming rising to fifth place from seventh a yr earlier.

Platform panorama

Netflix leads on each model consciousness and up to date utilization. 88% of related TV customers know it, and 61% report having used it within the earlier two weeks, up 6 share factors yr on yr. Amazon Prime Video follows in second place on each metrics, with 78% consciousness and 48% current utilization. YouTube ranks third at 75% consciousness and 45% current utilization. Disney+ and HBO Max comply with, whereas Movistar Plus+ ranks sixth for consciousness however rises to second place by current utilization as soon as age segments are accounted for – the 55 to 74 cohort makes use of it at considerably larger charges than youthful viewers.

Of the 8% of customers who know paid platforms however don’t subscribe, 51% say a decrease month-to-month value can be the principle issue that will lead them to enroll. Free service choices come second at 41%. Account sharing has declined as a driver: solely 26% cite it in 2026, in comparison with 31% in 2025, reflecting the gradual acceptance of stricter sharing insurance policies adopted by a number of platforms over the previous two years.

Promoting notion and codecs

Customers tolerate promoting in related TV environments however below particular circumstances. 47% desire advertisements positioned earlier than content material begins – the pre-roll place. Put up-content placement is the second choice at 29%, and advertisements displayed when opening the platform come third at 26%. Pause advertisements and predominant menu placements comply with at 18% and 17% respectively.

What do customers worth most about CTV promoting? 53% cite the power to skip some advertisements. 36% respect seeing fewer repeated advertisements than in different media. 23% worth with the ability to see how lengthy an advert break will final. The flexibility to work together with an advert – together with scanning QR codes – is valued by 6%. Solely 5% report ever having scanned a QR code from a CTV advert, down from 6% in 2025, suggesting that format stays at an early stage of adoption.

The display-in-menu format is probably the most remembered, cited by 41% of customers, and rises to 51% amongst 16 to 34 yr olds. The L-format is recalled by 34% and the pause advert by 27%. The choice rating mirrors the recall rating: menu show first, L-format second, pause third.

YouTube carries the best perceived promoting presence at 89% of customers reporting it reveals advertisements, adopted by AtresPlayer at 84% and Amazon Prime Video at 82%. Netflix sits at 55%, reflecting the blended person base throughout its subscription tiers.

The skilled perspective

104 promoting trade professionals participated within the separate survey. 96% say their organisation presently affords related TV providers to purchasers, a determine that displays simply how mainstream the channel has grow to be in Spanish media planning. 90% say they understand real curiosity in CTV’s aggressive benefits as an promoting medium.

The highest 5 causes given for providing CTV providers are entry to audiences consuming much less conventional tv (65%), adapting to altering audiovisual consumption habits (59%), reaching a key a part of the planning goal (29%), positioning it as an extra medium within the combine (26%), and higher flexibility in comparison with conventional TV planning (23%).

For marketing campaign aims, professionals use CTV primarily for incremental attain past standard tv, cited by 72%, and for viewers segmentation (67%). Extra superior functions – ACR-based contextual campaigns, cross-device campaigns, retargeting – lag behind considerably, reflecting an trade nonetheless constructing capabilities reasonably than deploying them at scale.

The KPIs most used to guage CTV campaigns are attain at 66%, view-through price or completion price at 65%, and incremental attain at 60%. Viewability and frequency every seem at 52%. Model recall stands at 39% and consideration at 21%, whereas buy intent and retailer go to elevate seem in solely 13% and seven% {of professional} survey responses respectively. The examine notes that this concentrate on fundamental funnel metrics displays a measurement strategy that’s nonetheless primarily tactical reasonably than full-funnel.

The measurement drawback

Essentially the most revealing knowledge within the skilled part considerations belief in present CTV measurement. When requested how a lot confidence they’ve in measurement techniques, roughly half – 48% – report full or substantial confidence. However 44% say they’ve neither a lot nor little confidence, and eight% report no confidence in any respect. That 44% center floor alerts persistent structural uncertainty.

The primary obstacles to additional CTV funding are the absence of metrics validating outcomes, cited by 52% of pros, conflicts with conventional TV shopping for groups at 50%, and technological unfamiliarity at 44%. Lack of format standardisation, inadequate high quality content material stock, and poor capping management every seem at round 20%.

This discovering connects on to earlier work from IAB Spain. In January 2026, IAB Spain published the first harmonisation guide for CTV bid request parameters, establishing P1 and P2 precedence fields throughout 16 taking part corporations together with Google, The Commerce Desk, Smartclip, and Smartme Analytics. That initiative addressed fragmentation in how totally different Spanish streaming platforms talk public sale knowledge. However the survey knowledge means that standardisation work on the infrastructure degree has not but translated into confidence on the shopping for degree.

The structural levers professionals determine as wanted to develop CTV funding additional are higher measurement and attribution (48% determine it as a precedence), improved knowledge segmentation and interoperability (38%), and customary measurement requirements throughout platforms. This maps carefully to what PPC Land reported on Spanish digital ad investment in February 2026: CTV grew 48.4% in 2025 to succeed in 174.9 million euros, but stays at solely 2.8% of whole Spanish digital promoting – a determine that displays each the velocity of development and the space nonetheless to journey.

The benchmark: what 71 campaigns present

The 2026 examine introduces a brand new chapter: an promoting efficacy benchmark contributed by Smartme Analytics. This part analyses 71 cross-media campaigns that included CTV of their media combine, executed throughout 2025 and the primary quarter of 2026. The methodology makes use of ACR (Computerized Content material Recognition) know-how and pixel monitoring throughout the most important streaming platforms working in Spain – Amazon Prime Video, Netflix, DAZN, Infinity, Atresplayer, Pluto TV, Disney+, and others. Outcomes evaluate uncovered and non-exposed audiences via a model elevate examine design that controls for pre-existing model attitudes.

The combination findings throughout all sectors present constructive uplift at each stage of the advertising funnel. Spontaneous model consciousness amongst CTV-exposed audiences was 7.8 share factors larger than amongst non-exposed audiences. Prompted model consciousness confirmed an 8.1 share level hole. Transferring into mid-funnel territory, spontaneous promoting recall was 5.0 share factors larger, prompted promoting recall 7.0 factors larger, and model consideration 6.7 factors larger. On the decrease funnel, buy intent confirmed a 5.7 share level uplift, model advice 7.8 factors, and model choice 4.6 factors.

The sector breakdown reveals the place CTV promoting generates the strongest elevate. Retail and ecommerce reveals the best buy intent uplift at 18 share factors, accompanied by 10.3 factors on prompted promoting recall and seven.3 factors on prompted model consciousness. Power sector manufacturers present 10.8 factors on buy intent and 12 factors on promoting recall. Eating places and meals service present 8.8 factors on buy intent and 14 factors on promoting recall. Style and luxurious manufacturers profit notably from the premium streaming atmosphere, with 14 share factors on promoting recall and 13.7 factors on prompted recall particularly.

Automotive manufacturers present 9.2 factors of uplift on prompted model consciousness, reflecting the large-screen benefit for visually intensive promoting. Magnificence and cosmetics present balanced uplift throughout the funnel. Shopper items and drinks present comparatively modest model consciousness beneficial properties of 1.4 factors however a stronger buy intent elevate of 6.7 factors, suggesting CTV prompts decision-making in that class even when brand-building results are extra restricted.

The shopping for mannequin

Programmatic shopping for is the dominant buying technique for CTV campaigns in Spain, however not solely. 14% of pros say they use programmatic solely for CTV. An additional 56% use programmatic more often than not together with different strategies. 22% use it sometimes, and solely 6% don’t use programmatic in any respect for CTV. On common, CTV accounts for about 25% of a complete marketing campaign price range when it’s included within the plan. 3% allocate greater than half their price range to CTV, whereas 19% allocate between 31% and 50%.

Relating to business fashions, the AVOD mannequin is most generally recognised amongst professionals, adopted by SVOD and FAST channels. Pre-roll video stays the dominant advert format utilized by 90% of pros, adopted by dwelling display screen show on Good TVs at 74% and the L-format at 41%.

IAB Europe’s virtual programmatic day in April 2026 famous that frequency administration in CTV stays a persistent operational problem for Spanish and European patrons, with ID fragmentation throughout family gadgets creating measurement gaps that SSPs and DSPs are nonetheless addressing. Magnite’s Spain-specific research published in March 2026discovered that 87% of CTV viewers can recall at the least some element from an advert seen of their most up-to-date viewing session – stronger recall than comparable digital video environments, a efficiency indicator that the IAB Spain examine’s benchmark knowledge broadly confirms.

What the roundtable stated

The examine presentation on Might 6 included a panel dialogue with Marcela Inserni, head of digital consciousness at L’Oreal grand consumption for Spain and Portugal; Elena Valles, digital advertising supervisor at Skechers Spain; and Maribel Vibancos, Media Options and Operations Lead at WPP. Their remarks supplied sensible context for the information.

Vibancos famous that CTV funding in Spain reached 175 million euros in 2025, multiplying by 18 instances over the earlier 4 years, and that the channel had grow to be “virtually indispensable” in media planning. She described how CTV was drawing price range concurrently from conventional tv and from digital show and video, as a result of the mixture of a full-screen premium atmosphere with non-skippable codecs affords a communication capability that digital video codecs couldn’t match.

Inserni described L’Oreal’s expertise as a shift towards programmatic supply, noting that the power to succeed in specified audiences via CTV had improved considerably over current months. She cited Netflix’s announcement of post-roll codecs in programmatic as a sign of the place the market is heading.

Valles described Skechers’ strategy as a hybrid, utilizing CTV primarily for model consciousness however gaining segmentation capabilities that enable the model to succeed in totally different shopper profiles – operating, soccer, informal grownup – throughout its 3,000 seasonal product strains. She famous that pause advertisements, launched programmatically in a partnership introduced in the course of the panel, had delivered robust outcomes.

Timeline

Abstract

Who: IAB Spain, in collaboration with analysis agency Elogia and sponsored by Publiespaña, along with Smartme Analytics which contributed the promoting efficacy benchmark.

What: The fifth annual Estudio de Tv Conectada, documenting CTV consumption penetration, viewing habits, platform utilization, promoting notion, {and professional} trade views on funding and measurement. The examine lined 1,000 shopper respondents and 104 promoting professionals surveyed in March and April 2026, and an promoting efficacy benchmark drawing on 71 crossmedia campaigns run between 2025 and Q1 2026.

When: The examine was offered on Might 6, 2026, at 10:00 AM. Area analysis was carried out in March and April 2026.

The place: Spain. The patron survey universe is Spanish web customers aged 16 to 75. The skilled survey covers businesses, AdTech companies, publishers, and advertisers working in Spain’s digital promoting market.

Why: The examine issues for the promoting and advertising group as a result of it paperwork CTV’s transition from a rising channel to a structural part of the Spanish media panorama – one which now instructions 25% of marketing campaign budgets when included in plans, generates measurable model uplift throughout all funnel levels, and but nonetheless faces measurement confidence gaps that 44% of trade professionals characterise as unresolved. Understanding these gaps is materials for media planners, advertisers, and know-how suppliers deciding the place to take a position and what infrastructure enhancements are nonetheless wanted.


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