{"id":124126,"date":"2021-04-14T18:16:10","date_gmt":"2021-04-14T16:16:10","guid":{"rendered":"https:\/\/ipmark.com\/?p=124126"},"modified":"2021-04-14T18:17:09","modified_gmt":"2021-04-14T16:17:09","slug":"el-streaming-avanza-la-tv-resiste-pero-debe-captar-nuevas-audiencias","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=124126","title":{"rendered":"El streaming avanza; la TV resiste pero debe captar nuevas audiencias"},"content":{"rendered":"<p>Cada vez son m\u00e1s los j\u00f3venes que visualizan contenido a trav\u00e9s de servicios <em>streaming<\/em>, aunque a nivel global, la televisi\u00f3n tradicional sigue teniendo su hueco. El <strong>58%<\/strong> de j\u00f3venes de entre <strong>18-24<\/strong> a\u00f1os ven la tv en <em>streaming<\/em> frente al <strong>42%<\/strong> que ve la tv tradicional. En el grupo de mayores de<strong> 55<\/strong> a\u00f1os, es la televisi\u00f3n tradicional, con un <strong>67%<\/strong>, la que supera a la visualizaci\u00f3n del contenido en <em>streaming <\/em>con un <strong>33%.<\/strong><\/p>\n<p>En nuestro pa\u00eds, las cifras son parecidas. El grupo de j\u00f3venes de <strong>18-24 a\u00f1os<\/strong>, prefiere ver programas en <em>streaming<\/em> \u00a0en un <strong>64%, frente al 36%<\/strong> que ve la televisi\u00f3n lineal. Los mayores de <strong>55<\/strong>, se decantan en un <strong>37%<\/strong>\u00a0 por el <em>streaming<\/em> y en un <strong>63%<\/strong> por la televisi\u00f3n lineal. En Espa\u00f1a, la televisi\u00f3n en <em>streaming<\/em> supera a la televisi\u00f3n lineal, sobre todo entre los j\u00f3venes.<\/p>\n<p>El consumo de TV durante la pandemia ha aumentado y los consumidores son cada vez m\u00e1s exigentes con el contenido que quieren ver. Las suscripciones a servicios de <em>streaming<\/em> en nuestro pa\u00eds fue de un 52% durante los \u00faltimos\u00a0 seis meses. Plataformas como Netflix, Disney + o Amazon han ganado un gran n\u00famero de suscriptores durante los meses de confinamiento<strong> (del 49% al 53%, del 9% al 13% y del 16% al 19%, respectivamente).<\/strong><\/p>\n<p>Est\u00e1 claro que la tendencia del <em>streaming<\/em> seguir\u00e1 subiendo y que el confinamiento ocasionado por la pandemia ha supuesto un impulso para las plataformas en l\u00ednea, que, visto lo visto, seguir\u00e1n teniendo un margen de mercado amplio.<\/p>\n<p>Como se muestra en el <em>LIVE panel<\/em> de Wavemaker, son las audiencias m\u00e1s j\u00f3venes las que est\u00e1n impulsando el cambio hacia el uso de los servicios de contenido <em>streaming<\/em>. Para ganar terreno, o simplemente sobrevivir, la televisi\u00f3n debe ofrecer contenido de calidad y comenzar a generar m\u00e1s audiencias. Los especialistas en marketing deber\u00e1n pensar de manera creativa e interactuar con los consumidores creando historias relevantes para las marcas a trav\u00e9s de <strong>un contenido sin publicidad<\/strong>, por ejemplo, con <strong>programaci\u00f3n financiada con publicidad o <em>product placement.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wavemaker analiza el consumo de los servicios &#8216;streaming&#8217; frente a la televisi\u00f3n lineal de cuatrocientas mil personas en 54 pa\u00edses<\/p>\n","protected":false},"author":6970,"featured_media":124260,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[6281],"class_list":["post-124126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-streaming"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El &#039;streaming&#039; 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