16% of Spanish pay-TV households subscribed to pay-TV for the first time last year, although the country’s broadband households still exhibit high incidences of cord shaving, cord cutting, and “cord nevers.”
A new Parks Associates report, Connected Consumer in Europe, reveals Spanish consumers are more likely than consumers in other Western European markets either to have never had pay-TV or to have cancelled pay-TV in favour of online video sources.
“First-time adoption of pay-TV is up among Spanish broadband households as is the penetration of pay-TV overall,” comments Brett Sappington, Director, Research, Parks Associates. “The Spanish pay-TV market in general has a very active, cost-conscious base of subscribers, with higher-than-average rates of downgrades and upgrades and a substantial population of cord nevers.”
Spain actually exceeds the U.S. in percentage of cord cutters and broadband households that watch online video, but in the other surveyed countries—the U.K., France, and Germany—the incidence of cord cutting is far lower than in the U.S.
“The percentage of consumers in the U.K., Germany, and France cancelling pay-TV services and instead using online video is half the rate seen in the U.S. market,” Sappington adds.