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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSVideo
live
streaming
services:Vimeo
Livestream
followers
inSpainConsumer
Insights
reportJune2024Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofVimeo
Livestream
followers
inSpain:whothey
are;
what
theylike;
whatthey
think;
andhow
toreach
them.
Itprovides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
tobenchmark
Vimeo
Livestream
followers
in
Spain(’’brandusers’’)
againstSpanishvideo
livestreamingsiteusers
ingeneral
(’’category
users’’),
andtheoverallSpanishconsumer,
labelled
as
’’all
respondents’’
inthe
charts.Numberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
Spain)•
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
dataFieldwork:from
theConsumer
InsightsGlobal
survey,
an•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
theextended
survey
areupdatedfourtimesayearinternational
survey
thatcovers
more
than15,000brandsacross
56
countries.2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
June
2024Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insightsVimeo
Livestream
is
the
seventh
most
used
video
live
streaming
service
in
Spainwith
YouTube
Live
in
first
placeManagement
summary:
brandusageand
competitionTop10
most
used
videolivestreamingservicesinSpainYouTube
LiveTwitch67%48%Facebook
LiveSteamTV39%11%10%Gaming
TVDailymotion
GamesVimeo
LivestreamBigo
Live7%6%5%5%YouNowDLive5%4Notes:"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:
n=1,244
video
live
streaming
site
usersConsumer
Insights
Global
as
of
June
2024Sources:Vimeo
Livestream
followers
in
SpainManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsVimeo
Livestream
ismore
popularamong
Millennials
thanother
video
livestreaming
services.Social
justiceis
more
importanttoVimeo
Livestream
followers
than
toother
video
livestreaming
siteusers.Itstands
out
that43%
ofVimeoLivestream
followers
areexcited
aboutusingthemetaverse.Snapchatis
more
popularamong
VimeoLivestream
followers
thanthe
averagevideo
livestreaming
siteuser.Vimeo
Livestream
hasmore
male
thanfemale
followers.Politics,society
andcurrent
worldevents
arerelatively
prevalent
interestsof
Vimeo
Livestream
followers.29%
ofVimeo
Livestream
followers
areinnovators
or
early
adopters
ofnewproducts.Vimeo
Livestream
followers
rememberseeing
adson
blogs
and
forums
moreoften
than
other
video
livestreamingsiteusers.Vimeo
Livestream
hasalarger
shareoffollowers
with
ahighincome
thanother
Photography
isarelatively
popularArelatively
highshare
ofVimeoLivestream
followers
think
thattheenvironment
isanissuethatneedstobeaddressed.video
livestreaming
services.hobbyamong
Vimeo
Livestreamfollowers.Vimeo
Livestream
followers
aremorelikely
to
liveincities
withover
1millioninhabitants
than
theaverage
consumer.5Sources:Consumer
Insights
Global
as
of
June
2024CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Vimeo
Livestream
is
more
popular
among
Millennials
than
other
video
livestreaming
servicesDemographic
profile:
generationsAgeof
consumersinSpainBrand
users14%48%30%7%7%Category
usersAllrespondents21%38%34%18%33%41%9%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";
Multi
Pick;Base:
n=69
Vimeo
Livestreamfollowers,n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsSources:Consumer
Insights
Global
as
of
June
2024Vimeo
Livestream
has
more
male
than
female
followersDemographic
profile:
genderGenderofconsumersinSpainBrand
users57%43%Category
usersAllrespondents52%48%49%51%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";
Multi
Pick;Base:n=69
VimeoLivestreamfollowers,
n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsSources:Consumer
Insights
Global
as
of
June
2024A
relatively
high
share
of
Vimeo
Livestreamfollowers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinSpain48%31%30%24%
24%17%15%15%14%14%13%12%11%10%7%3%3%3%2%
2%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:n=69
Vimeo
Livestreamfollowers,n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Sources:Vimeo
Livestream
has
a
larger
share
of
followers
with
a
high
income
than
othervideo
live
streaming
servicesDemographic
profile:
incomeShare
ofconsumersinSpain
inthehigh,
middle,
andlow
thirdsofmonthly
household
gross
incomeBrand
users40%37%22%Category
usersAllrespondents35%33%33%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
towatch
video
livestreams?";Multi
Pick;Base:n=69
Vimeo
Livestreamfollowers,
n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Compared
to
other
video
live
streaming
site
users,
Vimeo
Livestreamfollowersare
relatively
likely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSpain
live43%34%34%24%23%
23%18%16%12%10%9%9%7%8%6%6%5%
4%Other3%
3%
3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";MultiPick;Base:n=69
VimeoLivestreamfollowers,
n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Vimeo
Livestream
followers
are
more
likely
to
live
in
cities
with
over
1
millioninhabitants
than
the
average
consumerDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSpain35%35%33%28%26%25%22%18%17%17%16%10%7%7%6%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
websites
orapps
have
youused
in
the
past12
months
to
watch
video
livestreams?";Multi
Pick;
Base:
n=69
Vimeo
Livestreamfollowers,n=1,244
video
livestreaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
202410%
of
Vimeo
Livestreamfollowers
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSpainBrand
users10%9%88%1%Category
usersAllrespondents87%3%7%89%4%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;Base:n=69
VimeoLivestreamfollowers,n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedSocial
justice
ismore
important
to
Vimeo
Livestreamfollowers
than
to
othervideo
live
streaming
site
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSpain58%55%59%59%52%50%35%34%30%31%28%32%31%30%29%27%26%24%25%
22%19%25%23%23%20%17%15%7%
7%7%AhappyrelationshipAnhonest
andrespectable
lifeHavingagood
timeSafety
andsecurityLearningnew
thingsAdvancingmy
careerSocial
justice
TobesuccessfulMaking
myown
decisionsTraditionsBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:
n=69
Vimeo
Livestreamfollowers,
n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Politics,
society
and
current
world
events
are
relatively
prevalent
interests
ofVimeo
LivestreamfollowersConsumer
lifestyle:
main
interestsTop10
interestsofVimeo
Livestream
followers
inSpain71%62%58%58%56%55%55%55%51%51%45%49%50%49%46%42%48%48%45%44%43%41%40%38%35%35%34%34%31%29%TravelMovies,TVshows&musicFood
&diningScience
&technologySportsFinance&economyHealth
&fitnessFashion&beautyHistoryPolitics&societyandcurrentworld
eventsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:
n=69
Vimeo
Livestreamfollowers,
n=1,244
video
livestreaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Photography
is
a
relatively
popular
hobby
amongVimeo
LivestreamfollowersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofVimeo
Livestream
followers
inSpain70%61%58%58%57%52%49%48%48%46%46%
44%40%46%43%43%38%40%41%39%
37%33%39%39%36%35%33%32%25%23%TravelingOutdooractivitiesReadingDoing
sportsandfitnessVideo
gamingSocializingTech
/computersPhotographyPetsShoppingBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;Base:n=69
VimeoLivestreamfollowers,
n=1,244
video
livestreaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Vimeo
Livestream
followers
are
more
likely
to
play
basketball
than
other
videolive
streaming
site
usersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofVimeo
Livestream
followers
inSpain29%29%25%26%26%26%25%24%23%21%20%19%19%18%18%17%16%14%13%13%12%11%11%10%10%9%9%7%7%5%Running/joggingSoccerBasketballFitness,aerobics,
cardioHikingCyclingTennisSwimming/DivingDancingYoga
/pilatesBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;
Base:
n=47
Vimeo
Livestreamfollowers,n=716
video
live
streaming
site
users,n=6,647
all
respondentsConsumer
Insights
Global
as
of
June
2024Vimeo
Livestream
followers
are
more
likely
to
follow
tennis
than
other
video
livestreaming
site
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byVimeoLivestream
followers
inSpain48%41%40%35%30%24%24%20%20%20%20%19%16%13%13%12%11%10%10%9%
9%8%6%6%6%5%6%5%4%3%SoccerTennisBasketballCyclingMotorsportsAthletics(track&
field)AmericanfootballHandballMixedMartial
ArtsBoxingBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:n=35
Vimeo
Livestreamfollowers,n=569
video
live
streaming
site
users,n=5,061
all
respondentsConsumer
Insights
Global
as
of
June
2024CHAPTER
04Consumer
attitudes•
Attitudestowards
onlineadvertising•
Innovation
adoption•
Challenges
facing
thecountry•
Politics20Itstands
out
that
43%
of
Vimeo
Livestreamfollowers
are
excited
about
using
themetaverseConsumer
attitudes:marketing
&social
mediaAgreementwithstatements
towards
marketing&socialmediainSpain58%55%50%43%38%32%30%28%22%21%20%20%16%10%8%Idon’tmindadvertising
ifIgetIamexcited
aboutusing
Ihaveboughtproductsthemetaverse
because
celebrities
orIdon’tmind
whencompanies
usemy
personal
dataforadvertisingIoften
havedifficultydistinguishingadvertising
from
contentfree
content
inreturn
(immersive
virtualworld)
influencers
advertisedthemBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:n=69
Vimeo
Livestreamfollowers,
n=1,244
video
livestreaming
site
users,n=2,030
all
respondentsConsumer
Insights
Global
as
of
June
202429%
of
Vimeo
Livestreamfollowers
are
innovators
or
early
adopters
of
newproductsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSpain43%40%39%32%31%26%19%18%14%13%10%9%3%Innovators2%1%Early
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
websites
orapps
have
you
used
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;Base:n=69
VimeoLivestreamfollowers,
n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024A
relatively
high
share
of
Vimeo
Livestreamfollowers
think
that
the
environmentis
an
issue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Spain
accordingtoVimeo
Livestream
followers59%54%58%62%60%60%58%49%49%51%57%55%55%54%54%52%52%51%49%48%48%43%42%41%38%
39%37%
36%34%33%UnemploymentHealth
andsocial
securityHousingPovertyEducationEnvironmentRising
prices
Climatechange/inflation/EconomicsituationImmigrationcost
of
livingBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:n=69
Vimeo
Livestreamfollowers,
n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Compared
to
other
video
live
streaming
site
users,
Vimeo
Livestreamfollowerstend
to
have
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSpainBrand
users32%33%34%29%39%0%Category
usersAllrespondents30%29%9%28%26%12%LeftCenterRightPrefer
nottoanswer24
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
websites
orapps
have
youused
inthe
past
12
months
towatch
video
livestreams?";Multi
Pick;Base:n=69
VimeoLivestreamfollowers,
n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024CHAPTER
05Marketing
touchpoints•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsSnapchat
is
more
popular
among
Vimeo
Livestream
followers
than
the
averagevideo
live
streaming
site
userMarketing
touchpoints:social
media
usageSocial
mediausageinSpain
by
brand89%73%81%78%76%66%74%68%67%61%58%56%50%44%44%34%40%32%39%33%21%26%22%19%17%7%15%13%8%4%FacebookYouTube
X(Twitter)Brand
usersTikTokLinkedInTwitchSnapchatRedditCategory
usersAllrespondents26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?This
does
notinclude
instant
messengerssuch
as
WhatsApp.’’;
Multi
Pick;
"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";MultiPick;Base:n=18
VimeoLivestreamfollowers,
n=308
video
live
streaming
site
users,n=3033
all
respondentsConsumer
Insights
Global
as
of
June
2024Vimeo
Livestream
followers
tend
to
read
magazines
more
often
than
video
livestreaming
site
users
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSpain
havebeen
using
inthe
past
4weeks88%86%
84%
85%84%79%69%77%70%
70%67%58%67%54%
54%64%61%59%57%55%54%49%45%37%36%29%33%31%29%
29%26%8%6%DigitalvideocontentTVMovies
/cinemaDigitalmusiccontentRadioOnlinenewswebsitesMagazinesPodcastsOnlinemagazinesDailyWeeklynewspapers
newspapersBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
websites
orapps
have
youused
in
the
past12
months
to
watch
video
livestreams?";Multi
Pick;
Base:
n=69
Vimeo
Livestreamfollowers,n=1,244video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Vimeo
Livestream
followers
remember
seeing
ads
on
blogs
andforums
moreoften
than
other
video
live
streaming
site
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereVimeo
Livestream
followers
inSpain
havecome
across
digitaladvertisinginthepast4weeks65%55%54%54%52%52%45%44%45%41%40%37%38%38%37%35%35%35%34%30%30%29%28%26%23%22%20%15%15%10%Video
portals
Search
engines
Video
streaming
OnlinestoresservicesSocial
mediaWebsitesandappsof
brandsMusicportalsVideo
gamesBlogs/forumsPodcastsBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;Base:n=69
VimeoLivestreamfollowers,n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024Vimeo
Livestream
followers
remember
ads
they
saw
in
printed
magazines
andjournals
more
often
than
other
video
live
streaming
site
usersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSpainhave
come
across
non-digital
advertisinginthepast4weeks64%
64%
64%52%52%51%38%45%45%41%39%29%38%37%33%32%31%
31%31%21%21%21%18%18%OnTVBy
mailshot
/
OnadvertisingDirectly
inthestoreInprintedmagazinesandjournalsOntheradioInprinteddailynewspapersAtthemovies/cinemaadvertisingmailspaceson
the
goBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:
n=69
VimeoLivestreamfollowers,
n=1,244
video
live
streaming
site
users,n=12,169
all
respondentsConsumer
Insights
Global
as
of
June
2024CONSUMER
INSIGHTSUnderstand
what
drivesconsumersGainabetterunderstandi
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