Less impact on the street but the necessary impact on networks and the internet for Prime Video to position itself in the market, not only with respect to other streaming platforms but also with a view to competing with traditional television. Although, obviously, this edition of Operación Triunfo is not being followed by the same number of viewers as when it was broadcast on open television (a comparison impossible to make with data due to the opacity of the platforms regarding their audience), it is serving to that Amazon’s streaming platform prepares to compete with live entertainment in addition to penetrating the youngest sector of the audience, one of the most coveted by the advertising sector.
Although Amazon does not offer viewer data, some reports do allow us to assess the program’s following. Thus, a study by the consulting firm SigmaDos30 indicated that the first two galas held on November 20 and 27 had been seen by 1.8 million unique viewers (those who contacted at least a minute), which represents 10.5 % of the platform’s users, which, according to the consulting firm Barlovento, stands at more than 20 million people.
Another study by Smartme Analytics ensured that the premiere of the program in this new stage managed to become the most viewed in the history of Prime Video in Spain and positioned the platform as the seventh most viewed “chain” among the general population and the fourth (by even ahead of Telecinco and 1) among those under 35 years of age with a share of 9.6%.
Two months after the start of the contest and one month from its end, scheduled for February 19, Amazon is satisfied with the results based on data such as the fact that in the sixth gala they broke the voting record through the OT app since its implementation in 2017 with 6.2 million votes during voting week. The number of votes has been increasing week after week. More data related to the app is that in the seventh gala, one million registered users were exceeded, surpassing the previous record of 820,000 registrations in 2017 and 2018.
And data related to social networks are, for example, that two weeks ago the record for live audience consumption was broken on the YouTube channel also since its implementation in 2017 with 179,000 concurrent connected users during the distribution of songs from the sixth gala. The hashtag has also surpassed two billion views on TikTok.
Another study that tries to assess the monitoring of OT is Social Intelligence, which measures aspects such as the social demand for that content on social networks or on the internet to compare them with content of the same genre on other platforms and even on free-to-air television. According to the latest Social Intelligence study, “social interest and demand for OT is always above average and also manages to maintain these figures program after program,” says Rafael Herrera, business director of Barómetro OTT GECA and Social Intelligence. .
“The penetration of OT is obviously lower in Prime Video than in RTVE, which is open and free – says Herrera -, but what Prime Video really seeks with OT is to position itself and achieve penetration, like when Sixth and Four were born and acquired rights soccer sports or Formula 1 with that same objective and assumed that they would not be profitable,” he continues.
“Prime Video has mainly opened a key window which is to start competing with live programming, the main pillar to defend traditional free-to-air linear television,” adds Herrera. The platform wants to roll out (“the technical problems they had in the first program they no longer had in the second”) to compete with guarantees in the future. “With OT they have gained viewer flow and brand image, they are generating interest, they sell merchandising, they can enjoy having a very high digital life and obviously they are preparing for the arrival of advertising,” she adds.
Prime Video had not had great local success like Netflix has had, for example, with La casa de papel or Paquita Salas. “Thanks to OT, Prime Video has picked up a very attractive sector for commercial brands: a young audience very connected to the networks, which will be very valuable when the advertising campaigns arrive, which they will,” predicts Herrera, who also dares to define this edition of OT “as a success for the platform” and that the outlook is favorable for “Prime Video to decide to renew OT for a second season on the platform
