Omdia: TIKTOK, YouTube and Twitch Beat Netflix as Most Popular Video Services With Under 25s in Spain

VideoContentCustomer Experience Management
By PRNewswire
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New exclusive research from Omdia reveals YouTube, TikTok and Twitch are the most popular video services with the under 25 age group in Spain. Netflix continues to be popular with all other age groups.

Unveiling the latest research from Omdia on trends across the generation Z (gen Z) market at Conecta Fiction & Entertainment 2023 in Spain, Omdia Senior Director Maria Rua Aguete said: “TikTok, YouTube and Twitch are dominating the gen Z market. Netflix remains a key player and appears in all the other age groups but not with gen Z.”

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TikTok has been enhancing its services across several entertainment categories. It was the official entertainment partner of the 2023 Eurovision Song Contest in Liverpool, UK through a partnership with the European Broadcasting Union, and offered exclusive content from the event with live performances, interviews, and behind the scenes scoops. This activity generated 4.8 billion views on TikTok and 540 million views of official videos on TikTok, Twitter, Instagram, and Facebook.

TikTok expanded its presence in the soccer market in June 2021, with its global sponsorship of the delayed UEFA Euro 2020 championship, a deal that it regards as a precursor to further marketing deals in soccer, followed by other deals for UEFA’s Women’s Euro 2022. TikTok also formed partnerships with broadcasters, players, and pundits to create a pipeline of unique content for its platform.

Summarizing the market, Rua Aguete said: “As a creator or distributor in Spain, it is important to know where your target market’s eyestballs are, and for young people in Spain those eyeballs are firmly affixed to YouTube, TikTok and Twitch. It is also a myth that gen Z don’t watch linear television as our research indicates numbers for Free TV (terrestrial or DTH) is quite high. The second screen is also critical for gen Z as they use their smartphones to consume a great deal of content.”

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PRNewswire

PR Newswire, a Cision company, is the premier global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, public affairs and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content -- and then distribute and measure results. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions.

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