Industry

Graphic provided by Omdia


New research by Omdia has revealed that YouTube, TikTok and Twitch have become the most popular video platforms among under 25s in Spain, whereas Netflix continues to be predominant among all other age groups. This latest research, centred on trends across the Gen Z market, was presented at Conecta Fiction & Entertainment 2023 in Toledo yesterday.

Maria Rua Aguete, Senior Director at Omdia, 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." She then added: "As a creator or distributor in Spain, it is important to know where your target market's eyeballs 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."

Most recently, TikTok was the official partner of the Eurovision Song Contest 2023 in Liverpool, thanks to a partnership with the European Broadcasting Union, providing exclusive content for the event. This activity generated 4.8 billion views on TikTok and 540 million views of official videos on TikTok, Twitter, Instagram, and Facebook. The platform also expanded its presence in the soccer market in June 2021, with its global sponsorship of the UEFA Euro 2020 championship, followed by other deals for UEFA's Women's Euro 2022. TikTok also formed partnerships with broadcasters, players, and other talent to create unique content for its platform.