Last Tuesday, Prime Video celebrated the success of OT 2023 providing some figures: 8.6 million weekly votes, 1.6 million registrations in the app, 5,000 million views on TikTok, peak of 180,000 connected users on YouTube… One of the most striking data was 3.5 million of estimated unique viewers throughout the 14 weeks of broadcast, with 85% of them returning each week. But that information, as explained in Vertele, has a trick. Unique viewers are people who have spent at least one minute watching a program throughout its entire broadcast. In this case, that complete broadcast is the 12 galas, the Christmas special, gala 0, OT per day and the post-galas, both recorded and live. Furthermore, on the platform they understand that behind each account there is not a single person watching the program, so they added a multiplier to their viewing figures that they do not detail. This calculation means that we do not know how many real devices have connected with this edition of OT.
It is difficult to measure the real success of the program with the figures provided by Prime Video, which also come from an interested party. Therefore, to get an idea of the relevance it has had, we have asked for the collaboration of GfK DAM, the official digital consumption meter in Spain, and Audiense, a Spanish company that, among other things, analyzes the social audience.
In addition to this evolution in the accumulated value of each month, the number of users who come to the platform every day has also grown. In the first months of 2023, the daily accumulated number was around 1.5 million users. In November 2023, it reached 1,992,522 unique daily users on average. And in December and January they already exceed two million daily unique users: 2,063,996 in December and 2,021,129 in January. That is to say, not only has the number of people who access Prime Video in Spain each month grown, but the increase in the average accumulated daily audience also proves that their loyalty has been greater.
GfK DAM highlights a relevant factor among the Prime Video audience and that is its growth among the younger audience. Users aged 16 to 24 have gone from remaining at 1.2 million monthly unique users to growing in November to 1,511,394 accumulated users and remaining above one and a half million in December (1,588,145) and January (1,561 .650). The group between 25 and 34 years old also went from 1.6 million in October to more than 1.8 million in November and beyond.
The GfK DAM report also provides data on digital consumption in the program’s official app. In January 2024, the app OT exceeded one million monthly users (1,121,711). More than 460,000 people access the application every day, on average. Generation Z users have been the most active on the app, with 448,233 monthly users between 16 and 24 years old. They are followed by the group between 25 and 34 years old, with 294,252 monthly users. And another fact: the fan phenomenon OT 2023 It has been mainly female, judging by the data on the use of the app: 770,682 monthly users compared to 351,039 men.
Audiense’s social audience analysis focuses on original posts made on X (former Twitter) with the hashtag #OT2023 since November 19, the day before the show premiered. From that date until February 20, 282,120 tweets with the #OT2023 hashtag were published by 52,543 different people. In that time, the @ot_oficial account has gained 78,000 followers and has published more than 4,600 messages, while @primevideoes has gained more than 6,500 followers and has published more than 1,300 posts.
Some data provided by the Audiense Insights tool on the demographic characteristics of that social audience within the #OT2023 tag are curious. The tweeting universe is not representative of real society, but this has been a program with a large following on networks from which some readings can be extracted by looking at this data. In Audiense’s analysis there are aspects that coincide with the information provided by GfK DAM, such as the female majority among the program’s audience: 62.15% of the users who have published on X with the #OT2023 tag were women. The pull among young people also stands out: 54.45% of those who have published tweets with that hashtag They are between 25 and 34 years old. The next age group is between 18 and 24 years old, to which 20.96% of the messages belong.
77.2% of the posts came from Spain. That is, there are almost 23% of messages written from outside Spain, which shows that there was a fairly significant follow-up outside of Spain. Argentina, Brazil, Mexico and Chile are some of the countries from which most people have written abroad. It’s also fun to see what topics these tweeters like: LGTBIQ+ topics dominate, followed by topics like music, Eurovision, and TV shows.
Receive the television newsletter
to continue reading
_