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Last week the first edition of
Operación Triunfo
that is not celebrated on traditional television ended.
OT 2023
has been a milestone because it is the first entertainment format that was broadcast live in Spain by a digital platform, in this case, Prime Video.
“If this works, we are opening a door for the audiovisual industry that will not be closed again,” Tinet Rubira, director of the production company Gestmusic, told EL PAÍS shortly before this edition started.
And has it worked?
The clearest proof that the answer is yes is that Prime Video has already confirmed that there will be another installment.
But how much has it worked?
How to measure its success if there are no audience figures to use?
More information
Naiara, 'OT 2023' winner: “I hope my songs help people dance at the disco, cry aloud or sing out loud”
Last Tuesday, Prime Video celebrated the success of
OT 2023
by providing some figures: 8.6 million weekly votes, 1.6 million registrations in the app, 5 billion views on TikTok, peak of 180,000 connected users on YouTube... One One of the most striking data was the estimated 3.5 million 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 delayed 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 the analysis prepared by GfK DAM for EL PAÍS we see the evolution of digital consumption on Prime Video in Spain between January 2023 and January 2024. We cannot know how many of the people who have accessed Prime Video have chosen
OT
, but the The data does show how interest in the platform has grown since the premiere of the program.
Prime Video began 2023 with 10,965,821 monthly unique users, a figure that remained quite stable until July 2023, when it exceeded 11 million monthly unique users.
The big increase comes in November, coinciding with the beginning of the program: then they reached 12,206,849 unique users, a growth of almost 12% compared to January 2023. In December, when the contest has already been gaining followers, Prime Video increases its monthly audience to almost 13 million unique users.
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.
Chenoa and Naiara, in the final of 'Operación Triunfo 2023'.Jose Irun
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
OT
app 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
OT 2023
fan phenomenon has been mainly female, judging by the app's usage data: 770,682 monthly female 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.
Map of interests of tweeters who have participated with the #OT2023 tag, according to a report by Audiense.
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
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.
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