Sign in Subscribe
Video

Movistar Plus+ launches on Titan OS across Philips Smart TVs in Spain

Spanish streaming platform expands reach through smart TV integration as connected TV market grows.

Luis Rijo

• 6 min read
Movistar Plus+ interface on Titan OS showing content categories and LaLiga sports programming options
Movistar Plus+ interface on Titan OS showing content categories and LaLiga sports programming options

Movistar Plus+ became available on all Titan OS-powered Philips Smart TVs across Spain according to an announcement made today, July 15, 2025. The integration marks a significant expansion for Telefónica's streaming platform into the connected television ecosystem, providing Spanish households with direct access to premium entertainment content through their television's operating system.

According to Titan OS, the collaboration brings "premium, localized entertainment into homes across the country." The platform's content offering includes award-winning series and blockbuster films alongside sports programming featuring LaLiga and Champions League matches. Users can now access Movistar Plus+ directly through the Titan OS homepage and app store on compatible Philips Smart TVs.

PPC Land Newsletter

Subscribe the PPC Land newsletter ✉️ for similar stories like this one. Receive the news every day in your inbox. Free of ads. 10 USD per year.

Subscribe

Summary

Who: Titan OS and Movistar Plus+ announced the integration partnership, with Telefónica's streaming platform becoming available to Spanish households using Philips Smart TVs powered by Titan OS.

What: Direct integration of Movistar Plus+ streaming service into Titan OS smart TV platform, providing access to premium entertainment content including series, films, LaLiga football, and Champions League matches through television's native interface.

When: The announcement was made today, July 15, 2025, with immediate availability across all compatible Titan OS-powered Philips Smart TVs in Spain.

Where: The integration targets the Spanish market exclusively, focusing on households with Titan OS-powered Philips Smart TV devices as connected television adoption accelerates.

Why: The partnership addresses growing consumer preference for integrated streaming experiences while capitalizing on the expanding connected television advertising market, which shows superior engagement rates compared to traditional linear TV broadcasting.

PPC Land Newsletter

Subscribe the PPC Land newsletter ✉️ for similar stories like this one. Receive the news every day in your inbox. Free of ads. 10 USD per year.

Subscribe

The announcement represents a strategic move within Spain's competitive streaming landscape. Movistar Plus+ operates as the largest subscription television provider in Spain with 3.7 million customers and 45% market share as of January 2022. The platform, owned by Telefónica, distributes content via optical fiber, ADSL, and satellite services while offering mobile applications for various devices.

The integration addresses the growing importance of connected television advertising and content distribution. Industry data shows significant growth in CTV adoption, with streaming TV advertising expected to surge by 19.3% globally while linear TV faces a 3.4% decline. This transformation reflects changing viewer behavior as households increasingly prefer streaming services over traditional cable or satellite subscriptions.

Titan OS serves as the smart TV operating system powering select Philips Smart TV models. The platform focuses on providing localized content discovery and streaming services integration for different regional markets. Through this partnership, Spanish consumers can access Movistar Plus+ content without requiring additional hardware or complex setup procedures.

The timing coincides with broader shifts in the Spanish media landscape. Movistar Plus+ underwent a complete service overhaul in August 2023, offering expanded content libraries and enhanced linear TV channel access through its streaming platform. The service renovation transformed the platform from a traditional pay-TV provider into a comprehensive over-the-top streaming service similar to Sky's Now platform.

For the marketing community, this development illustrates the accelerating convergence between traditional television services and smart TV platforms. Connected television advertising continues to outperform other digital channels, with 65% of advertisers reporting significant sales increases when performance TV integrates with other marketing channels. The platform integration creates new touchpoints for reaching Spanish audiences through their content discovery journey.

Smart TV operating systems have become critical distribution channels for streaming services seeking wider market penetration. The arrangement allows Movistar Plus+ to reach households without requiring separate streaming devices or complex application downloads. This simplified access model aligns with consumer preferences for seamless entertainment experiences within familiar television interfaces.

The partnership reflects Movistar Plus+'s strategy to expand beyond traditional telecommunications infrastructure. The platform has evolved from its origins as a merger between Canal+ satellite operations and Telefónica's Movistar TV service in July 2015. Recent developments include significant content renewal deals with major Hollywood studios and enhanced production investments in original Spanish programming.

Content accessibility improvements accompany the technical integration. Movistar Plus+ offers specialized services including subtitles with audio description for deaf users and Spanish sign language interpretation across select programming. These accessibility features extend to the Titan OS platform, ensuring comprehensive service availability for diverse Spanish audiences.

The development occurs amid increasing competition within Spain's streaming market. Netflix maintains significant presence through integration partnerships with local telecommunications providers, while international services like Disney+ and HBO Max compete for market share. Recent research indicates that 72% of marketers plan to increase programmatic advertising investment in 2025, with Connected TV emerging as a dominant force projected to double its media budget share.

Technical implementation details suggest seamless user experience design. The integration places Movistar Plus+ within Titan OS's native interface, allowing users to discover and launch content through familiar television navigation patterns. This approach reduces friction compared to external application downloads or separate device requirements.

Industry analysis reveals strategic importance of smart TV platform partnerships for streaming services. Data shows that 9 in 10 US homes now have internet-connected TVs, while viewers spend an average of 9 minutes and 46 seconds navigating from TV power-on to actual content consumption. These content discovery moments represent valuable opportunities for platform promotion and user acquisition.

The announcement comes as streaming platforms face economic pressures from subscription fatigue and increased competition. Free ad-supported streaming television (FAST) platforms have gained significant ground, with user growth outpacing subscription video-on-demand services by 3:1 ratios. Movistar Plus+'s integration strategy positions the service within existing television workflows rather than competing for standalone application attention.

Market implications extend beyond content distribution to advertising effectiveness. Studies indicate that streaming platforms deliver higher engagement rates than traditional television, with average frequency of 7.3 exposures for CTV compared to 26.5 for linear TV. This efficiency advantage supports premium pricing for streaming advertising inventory while reducing audience oversaturation.

The collaboration demonstrates technological convergence between telecommunications services and consumer electronics manufacturers. Titan OS provides the technical infrastructure for content delivery while Movistar Plus+ supplies programming and user experience elements. This partnership model enables rapid market expansion without extensive hardware investments or distribution negotiations.

Spanish media consumption patterns support the strategic timing of this integration. According to comparative analysis of streaming platforms, Movistar Plus+ offers competitive pricing at 14 euros monthly for non-telecommunications customers, positioning the service competitively against international alternatives while providing extensive local content libraries.

The development reflects broader industry trends toward platform consolidation and simplified user experiences. Rather than managing multiple applications or subscription services, consumers increasingly prefer integrated solutions that aggregate content within familiar interfaces. Smart TV operating systems serve as natural convergence points for these integrated entertainment experiences.

For advertising professionals, the integration creates new opportunities for reaching Spanish audiences through connected television environments. The platform combination enables targeting capabilities while maintaining user privacy protections through device-level processing and secure computation methods. These technical approaches address growing regulatory requirements while preserving advertising effectiveness.

The partnership timeline suggests careful coordination between technical and content teams from both organizations. Integration projects typically require months of development work to ensure seamless user experiences and reliable content delivery across different television models and network configurations.

Looking forward, the Movistar Plus+ and Titan OS collaboration establishes a foundation for potential expansion into additional markets or enhanced service offerings. The technical infrastructure developed for Spanish market entry could support similar integrations across other European regions where both companies maintain operations.

Timeline