How is the new era of content reshaping daily life?

Consumer · Entertainment · Global Streaming · Spain

A global streaming and entertainment platform needed to understand how the role of digital content was shifting in a post-pandemic landscape. Beyond the spike in subscriptions, the question was where content truly sits in the modern consumer’s life and how "heavy viewers" are navigating an increasingly saturated market of choices.

Hilo Research led the Spanish fieldwork as part of a broader multi-market study conducted in collaboration with Neighbourhood Insight. Our focus was the tension between convenience and intention, and what it reveals about how consumption habits are being quietly renegotiated.

The research highlighted a significant shift in motivation: a move away from pure escapism toward a search for didactic value and social relevance. The study provided the brand with a deep understanding of the "why" behind the play button, identifying the cultural nuances and generational drivers that dictate how content is discovered, consumed, and shared in the Spanish market.

Respondents: Adult "Heavy Viewers" (High-frequency consumers)

Methods: Desk research on cultural trends · Ethnographic in-depth interviews (IDIs) · Behavioral mapping