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.

这项研究研究了西班牙 YouTube 上三个主要媒体集团的免费电视视频的报价和消费情况。首先，对这些渠道的起始平台的报价进行了研究。随后，对 YouTube Data API 和 Comscore 在 2020 年 2 月至 5 月期间收集的观众数据进行了分析，以确定传统广播公司关于新观看窗口的策略。结果表明，这种橱窗展示主要用作促销策略，渠道不认为它是其数字战略的关键要素，实际上不存在跨媒体举措和独家内容。消费者分析允许定义电视内容、其成功和用户模式。