Nobody knows 'Operacion Triunfo's audience

Having a presence on social media and breaking records with the app that is affiliated with it are both indicators of its success.

Regarding the return of ‘Operación Triunfo’ on Prime Video, there were several reservations that were expressed. In spite of the fact that it has repeatedly demonstrated considerable financial muscle, the platform still does not have in its catalogue the impact that it has with its premieres and its own production of veterans like HBO or giants like Netflix and Disney+. This was a risky bet for a platform that had to “dress up” for it as traditional television. On the other hand, this was a different kind of wager.

A competition that was born on national television and that, in fact, had a history of successes and failures behind it, with a couple of editions (the one with Bisbal, Chenoa, and company on the one hand, and the one with Amaia, Aitana, and others on the other) that are already a part of the history of Spanish pop culture can be found in the history of the competition. On the other hand, in addition to it, there were a great number of other editions that have gained almost no attention in terms of the influence they have had on the mainstream. In point of fact, its narrative is peculiar, since it has been used by two different television stations in succession (it began on TVE, then moved to Telecinco, and then it came back to TVE).

Prime Video made the decision to go with an edition that was equivalent in terms of its scope to the editions that came before it. Technically, the effort is reflected in the live galas (another unusual effort on a streaming platform , but essential on a program of these characteristics), practically indistinguishable – if not superior in that sense – to the galas of previous editions, to which is added an effective use of social networks and mass access platforms such as YouTube, something that other editions had experimented with, but with less success.

There is evidence that ‘Operación Triunfo’ is at the top of the list of issues that are discussed the most on social media on a daily basis. For instance, at the moment when these lines are being written, the hashtag #OTGala8 is trending on Twitter with nearly half a million posts, #OTDirecto22E has more than one hundred thousand posts, and there are a good number of posts related to the program that are in the top ten, such as #Emilia, #Juanjo, #Álvaro, #Lucas, or #Cris, all of which easily surpass one hundred thousand posts. However, outside the realm of social media, if we delve a little deeper into the data that we have at our disposal, we are able to determine not just the degree to which the program has been successful, but also the objectives that Amazon may be attempting to accomplish.

We are able to approach another indicator of success, which is the voting through the ‘OT’ app, because we are not going to know the audience figures (with the exception of isolated data that is not very useful, such as the fact that its premiere on November 20 was the most watched national premiere in the history of Prime Video in Spain, or that it is the local content that the majority of homes have enjoyed in the first twenty-four hours). In this case, we do have certain figures, and this is used to determine who will be ejected and who will be the winners each week.

For instance, during the voting week for Gala 6, which took place at the beginning of January, the record for the number of votes cast using the app was broken for the very first time since its introduction in 2017. The total number of votes cast came to 6.2 million. Since then, this number has been steadily climbing for each week, and with the release of Gala 7, the number of users who have registered for the platform surpassed one million for the very first time. In both the 2017 and 2018 editions, the maximum number of registrations allowed was 820,000.

However, there is more: the official YouTube channel for the show, which is where highlights and live broadcasts are presented, already has 1.32 million subscribers. The record for live audience consumption, which had been held by the 2017 event, was broken a few of weeks ago. More than 179,000 users were connected at the same time, and it was during the distribution of topics for Gala 6 that this occurred.

When I say this, I mean that it is no longer only a question of having a consistent presence on social networks (Twitter’s dominance of the discourse is joined by TikTok, with 2 billion views of the hashtag #OT2023 in these first seven weeks), but rather of having a prominent presence in several varied domains of audiovisual: YouTube, broadcasts on Prime Video with a broadcast rhythm that is comparable to that of traditional television, the utilization of the app… The presence of this presence provides Prime Video with something that cannot be purchased with money or the success of an audience.

The transition of many streaming platforms to online content with traditional television (HBO Max announced a few days ago that it will be adding reality shows to its schedule, and it is only a matter of time before we see more live programs on platforms with more technical muscle, such as Prime Video and Netflix) makes it easier for advertising to appear on these platforms. We are living at a time where platforms require advertising just as much as they require subscribers, and Prime Video has acquired sponsorships from ING Direct and Mapfre for the ‘OT’ event. Nevertheless, presence is required for that. In every kind of media, complete and unquestionable presence, spanning the entire spectrum. Regarding this particular aspect, Prime Video already possesses an advantage over conventional television.

Nobody knows ‘Operacion Triunfo’s audience

Having a presence on social media and breaking records with the app that is affiliated with it are both indicators of its success.

By b0oua

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