Tipologías de consumo de las plataformas de streaming en España: hacia un cambio en el paradigma audiovisual

The audiovisual sector is undergoing profound transformations as a result of the advent of the Internet, the phenomenon of streaming and interactive formulas such as HbbTV. The growth of streaming platforms is affected by consumer behavior. In a sector where competition increases, platforms try to capture the attention of new customers, differentiate themselves through content and create different marketing and advertising strategies. Using a quantitative methodology (survey and inferential statistics), it is observed that streaming platforms in Spain are modifying the audiovisual paradigm, with mostly solo consumption, through various devices, prioritizing films and series, ahead of entertainment and reality shows. A relationship is detected between age (not sex) and the consumption of streaming platforms, and between age and pirated consumption of digital content in the past.