Convergence of linear television and digital platforms: An analysis of YouTube offer and consumption

Abstract

This research studies the offer and consumption on YouTube in Spain of videos from the three main media groups on free-to-air TV. Firstly, a study of the offer of these channels’ onset platforms was conducted. Later, the audience data gathered by YouTube Data API and Comscore between February and May 2020 was analyzed to ascertain the traditional broadcasters’ strategy regarding new viewing windows. The results indicate that this window display is used mainly as a promotional strategy and the channels do not consider it to be a key element in their digital strategy, with practical nonexistence of crossmedia initiatives and exclusive content. The consumer analysis permits definition of the TV content, its success and user patterns.