Abstract

GALLARDO-CAMACHO, Jorge  and  LAVIN, Eva. The importance of the time-shifted audience in front of the linear audience in Spanish television. OBS* [online]. 2018, vol.12, n.4, pp.140-158. ISSN 1646-5954.

This research tries to quantify the importance of the time-shifted audience in front of the linear or traditional audience in the Spanish television market from a new perspective based on the accumulated audience of the analyzed shows. We propose three research hypotheses: H1 to ensure that the power of the time-shifted audience in Spain is very small compared to the traditional audience; H2 to determine that the genres with the greatest number of accumulated viewers in time-shifted audience are those linked to fiction versus current affairs and entertainment tv shows; and H3 to affirm that the Spanish series generate more audience than the others. To verify these hypotheses we propose a methodology based on the study of the 10 most watched time-shifted programs during nine months, although, in this case, they will focus on the cumulative audience of the programs and not on their frequency. We conclude that time-shifted audience has more power than we thought because it is already transforming, in some cases, the way in which it is determined whether or not a program has been successful. We will also conclude that the genres of fiction are those that obtain more time-shifted audience and, mainly, the Spanish series because of the interest generated also by local content on the Internet.

Keywords : time-shifted audience; linear audience; Video On Demand; television; television genres.

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