Audience behaviour and multiplatform strategies: the path towards connected TV in Spain

Abstract

The convergence of television and the internet is profoundly changing the audio-visual
\nmarket. Connected TV is offered through a wide range of internet-enabled devices. Taking
\naudience perspective into account, the aim of this article is to describe television companies’
\nstrategies for their multiplatform portfolios and the impact that this new context has
\non traditional pay television companies.The main data sources are professional reports,
\ncase studies, and an original online survey carried out in Spain.