Colombia. Connected television advances by leaps and bounds and has gained a relevant space, becoming an essential channel within television planning for Colombians, in Colombia Connected Television (CTV), has an audience of more than 10.7 MM viewers in the country.
SunMedia puts into perspective what Colombians currently consume in terms of Connected Television and what happens to the advertising they receive when watching their favorite series and movies.
In Colombia, paid streaming services, increasingly increasing, platforms such as Netflix, Disney +, HBO Max, Prime Video, Star +, have become the most watched services by Colombians in the CTV, giving users the opportunity to watch movies and new series, which could be released on the movie billboard, but, that television and film producers, They have been targeting these platforms to sell their content and bring it to users in the comfort of their homes.
According to the results of the Comscore study, conducted with more than 12,000 consumers in 7 countries, including Colombia, which SunMedia shared, it showed that in Colombian households with CTV, consumers watch a wide variety of content, leading the list movies and series with 87% and 82% respectively, followed by music consumption with 62%, and sports 60%.
Among movie viewers, the most watched genres are action, comedy, science fiction and thrillers. Its percentage share is as follows:
● Action: 64%.
● Comedy: 59%
● Science Fiction: 56%
Other genres also have a considerable percentage of consumption, for example: suspense 52%, horror 43%, mystery 39%, fantasy 38%, drama/documentaries 37%, romantic 36%, romantic comedy 34%, crime fiction 24%, true crime 22%, and historical drama 20%.
Like movies, action, comedy, and science fiction are the main genres to watch when it comes to television series, therefore, the television series that users regularly watch the most on Connected TV are: action 68%, comedy 63%, science fiction 59%, documentaries 55%, suspense 54%, mystery 46%, horror / drama / fantasy 43%, Romantic/romantic comedy 40%. On the same scale, with a lower relevance, figure: nature and animals 34%, police cases 28%, historical drama 25%, newscasts 25%, reality show 19% and contests 13%.
This leads us to specify that, Connected Television, in parallel, is the new television and the new cinema for many users who seek to have in the comfort of home premiere movies, quality content, original content films created specifically for a particular streaming service, that is, for some streaming platform; And these, in turn, are directed to what the consumer wants to receive, which has allowed us to understand the taste of users and their needs.
Advertising on connected TV
CTV viewers expect relevant advertising, which is related to their tastes or the content they are watching. Younger viewers have higher expectations in relation to this.
Regarding the ideal advertising format, viewers are used to advertising that is broadcast before the start of the content and do not find it intrusive. The new CTV advertising formats, which include advertising in the search menu and on the paused screen, are not inappropriate (especially compared to advertising during content playback).
