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Last week ended the first edition of Operación Triunfo, which is not celebrated on traditional television. OT 2023 was a milestone as it is the first entertainment format to be broadcast live in Spain from a digital platform, in this case Prime Video. “If this works, we will open a door to the audiovisual industry that will not be closed again,” said Tinet Rubira, head of the production company Gestmusic, to EL PAÍS shortly before the start of this edition. And did it work? The clearest evidence that the answer is yes is the fact that Prime Video has already confirmed that there will be another installment. But how much did it work? How can success be measured if there are no ratings?
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Last Tuesday, Prime Video celebrated the success of OT 2023 with some numbers: 8.6 million weekly votes, 1.6 million registrations on the app, 5 billion views on TikTok, peak of 180,000 connected users on YouTube… One of the most striking data was the an estimated 3.5 million unique viewers during the 14 weeks of broadcast, 85% of whom return each week. But this information, as explained in Vertele, has a trick. Unique viewers are people who spent at least one minute watching a program throughout its broadcast. In this case, the full broadcast includes the 12 Galas, the Christmas Special, Gala 0, OT per day and the Post-Galas, both delayed and live. Additionally, the platform assumes that there is no single person behind each account watching the show, which is why they have added a multiplier to their viewership numbers, which they do not specify. This calculation means that we do not know how many real devices are connected to this OT output.
Based on the numbers provided by Prime Video, which also come from an interested party, it is difficult to measure the actual success of the show. To get an idea of its relevance, we therefore asked for the collaboration of GfK DAM, the official digital consumption meter in Spain, and Audiense, a Spanish company that, among other things, analyzes social audiences.
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 people accessed Prime Video and opted for OT, but The data shows how much interest on the platform has grown since the show premiered. Prime Video started 2023 with 10,965,821 monthly unique users, a number that remained fairly stable until July 2023, when it surpassed 11 million monthly unique users. The big increase occurs in November, coinciding with the launch of the program: then they reached 12,206,849 unique users, a growth of almost 12% compared to January 2023. In December, when the competition has already gained followers, Prime Video increases its monthly number target group to almost 13 million unique users.
In addition to this evolution in the cumulative value of each month, the number of users accessing the platform daily has also increased. In the first months of 2023, the daily cumulative number was around 1.5 million users. As of November 2023, it reached an average of 1,992,522 unique daily users. 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, not only has the number of people accessing Prime Video every month in Spain increased, but the increase in average daily viewership also proves that their loyalty has increased.
Chenoa and Naiara, in the final of the “Operación Triunfo 2023”. Jose Irun
GfK DAM highlights a relevant factor in Prime Video audiences, namely the growth in younger audiences. The number of users aged 16 to 24 increased from 1.2 million monthly unique users to an increase in November to 1,511,394 cumulative users and remained at over one and a half in December (1,588,145) and January (1,561,650). Millions. The 25- to 34-year-old group also increased from 1.6 million in October to over 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). On average, more than 460,000 people access the application every day. Generation Z users were the most active on the app, with 448,233 monthly users between the ages of 16 and 24. This is followed by the group of 25 to 34 year olds with 294,252 monthly users. And another fact: OT 2023's fan phenomenon is mainly female, as shown by the app usage data: 770,682 monthly users compared to 351,039 men.
Audiense's social audience analysis focuses on original posts created on From that date through February 20, 282,120 tweets with the hashtag #OT2023 were published by 52,543 different people. During this time, the account @ot_oficial has gained 78,000 followers and published more than 4,600 messages, while @primevideoes has gained more than 6,500 followers and published more than 1,300 posts.
Map of the interests of tweeters who participated with the tag #OT2023, according to a report by Audiense.
Some data provided by the Audiense Insights tool about the demographics of this social audience within the #OT2023 tag is curious. The Twitter universe is not representative of real society, but it was a program with a large following on networks from which some insights can be gleaned by looking at this data. In the Audiense analysis, there are aspects that agree with GfK DAM's information, such as the female majority among the show's viewers: 62.15% of the users who posted on X with the tag #OT2023 were women. Its appeal among young people is also striking: 54.45% of those who posted tweets with this hashtag are between 25 and 34 years old. The next age group is between 18 and 24 years, which accounts for 20.96% of the messages.
77.2% of the contributions came from Spain. This means that almost 23% of the messages were written from outside Spain, showing that there was quite a bit of tracking outside of Spain. Argentina, Brazil, Mexico and Chile are among the countries from which the 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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