At first quarter of 2021, the television and radio advertising revenue were from 415.8 million of euros during the first quarter of 2021. That represents a fall of 10.7% compared to the same period of the previous year, which included around half a month of confinement. Mediaset and Atresmedia concentrated more than 80% of advertising revenues.
The total TV revenue and radio fell 9% in the first quarter to 910.4 million euros (not including subsidies). Pay TV revenues also fell 6.5% compared to the same period of the previous year, reaching 511.6 million euros.
The viewing of DTT, at a minimum
However, the really worrying figures are those of consumption. The average viewing was 3 hours and 47 minutes per person per day, and this time it was the first time that the DTT consumption has dropped by 75%, to get to 74.9%. In return, the consumption of pay television services through IP increases, where operators have more and more subscribers.
The most viewed channels were Telecinco (15.1%), Antena 3 (13.9%) and La 1 (9%), while Atresmedia had the most audience (28%) and Mediaset (27.8%).
The most up-to-date data is nothing positive. According to the latest data from Barlovento Communication, the DTT television consumption It stands at 72.4%, which is 2.5 points less than the figure for the first quarter of 2020. As the CNMC publishes more updated data, we will see how DTT tends more and more to the downside.
OTT platforms, other enemies of DTT
It is not only the television of the operators that is taking the most from DTT, but also all the alternatives for online consumption. Among them we find platforms such as YouTube and Twitch, and others like Netflix, Disney +, Prime Video or HBO Max. One of the main attractions of paid streaming platforms is that they do not broadcast ads, something that in DTT there is no option to avoid.
In this way, we see that DTT is losing share at a really worrying speed of several percentage points every year. And if there are no changes in the way of consuming their content, the number of viewers will continue to fall. Watching DTT through Tivify is undoubtedly one of the ways to bring the visualization of audiovisual content closer to other devices that do not have an integrated DTT tuner.