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Spanish viewers prefer online video to pay TV: Study

MUMBAI: Sixteen per cent of Spanish pay TV households subscribed to pay TV for the first time last year, according to Parks Associates. The country’s broadband households still exhibit high incidences of cord shaving, cord cutting, and cord nevers.

‘Connected Consumer in Europe’ reveals that Spanish consumers are more likely than consumers in other Western European markets either to have never had pay TV or to have cancelled pay TV in favour of online video sources.

“First-time adoption of pay TV is up among Spanish broadband households as is the penetration of pay TV overall. The Spanish pay-TV market in general has a very active, cost-conscious base of subscribers, with higher-than-average rates of downgrades and upgrades and a substantial population of cord nevers,” said Parks Associates director research Brett Sappington.

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Spain actually exceeds the US in percentage of cord cutters and broadband households that watch online video, but in the other surveyed countries—the UK, France, and Germany—the incidence of cord cutting is far lower than in the US.

“The percentage of consumers in the UK, Germany, and France cancelling pay-TV services and instead using online video is half the rate seen in the US market,” Sappington said.

Connected Consumer in Europe surveys consumers in multiple Western European countries and provides a complete picture of European connected consumers, including their household demands, expectations, and purchase plans. Parks Associates analysts make direct comparisons to previous EU surveys to gauge the key trends and growth areas for these markets.