Prime Video Debuts a New OT Edition with Record Engagement in Spain
Prime Video launched a fresh edition of OT, billed as the platform that brings the most seasoned talents to television. Since its 2016 rollout, the service has become the go-to home for local content, often attracting viewers within minutes of release. The latest edition is no exception, drawing strong early engagement as audiences explore the new format and performances. Marketers and fans alike noted the immediate buzz across social channels, signaling a successful rollout that aligns with Prime Video’s commitment to high-profile entertainment in Spain and across Iberia. The premiere week alone showcased a surge in early adopters and voting activity on the program’s associated app, reflecting a growing fan base and sustained interest in the live format.
With a platform reach of hundreds of thousands of users, the OT edition prompted tens of thousands to express support through voting, and thousands more joined in the live viewing experience. The early phase demonstrated that viewers are not only tuning in for the weekly performances but also for behind-the-scenes moments, live interactions, and the communal energy of a televised talent competition extended to digital channels. The show’s presence on YouTube and other social networks amplified audience involvement, as fans streamed the opening distribution of performances and joined complementary programming related to the new season.
Content creators and program segments consistently trended across major social networks in the days following the premiere. The OT-related hashtags gained prominence on X (formerly Twitter) for multiple days, signaling a robust social footprint and ongoing conversation about the talent lineup, performances, and live episodes. In addition to video content, short-form clips and creator-captured highlights circulated widely on TikTok, driving broader discovery and engagement with the OT brand.
Over 17 Million Views Across Social Platforms
The OT phenomenon also extended to informal conversations online, with fans sharing reactions and commentary across platforms. Hashtag activity remained high for consecutive days, and the talent-centric content continued to be reshaped and repurposed by the community, helping to sustain interest. According to Prime Video Spain and Portugal leadership, the season has delivered a remarkable reception, praising the live show format and the fresh twists introduced in this edition for engaging both longtime followers and new audiences. The production team highlighted that audience response has surpassed expectations, underscoring Prime Video’s role in elevating classic talent competitions through streaming innovation.
OT, produced by Gestmusic (Banijay Iberia), traces its roots to an early 2000s format that grew into a cultural touchstone. After a period away from television screens—during which the brand explored other opportunities—the show has returned with a renewed energy on Prime Video. The season features 16 contestants who train and rehearse in a dedicated Academy, compete weekly in gala episodes, and vie for a substantial cash prize to fund education or career launch. The format continues to blend musical competition with personal storytelling, mirroring a trend toward immersive, contestant-centered entertainment on streaming platforms.
The collaboration between OT’s legacy and Prime Video’s distribution channels reflects a broader strategy to stage live, high-stakes performances while offering on-demand access to a loyal audience. Viewers are invited to follow the journey from auditions to the final gala, with audiences in Canada and the United States discovering the series through Prime Video’s catalog and related social content. The evolving viewer behavior — from live votes to interactive commentaries — reinforces the synergy between traditional TV formats and digital engagement in today’s streaming ecosystem.
As the season unfolds, fans can expect more behind-the-scenes glimpses, audience interaction opportunities, and additional content that expands the OT universe beyond the weekly gala. The combination of familiar music, emotional storytelling, and live performance creates a compelling viewing experience that resonates with global audiences while remaining rooted in Iberian television history. In summary, the new OT edition on Prime Video continues to captivate viewers, fuel social conversations, and chart a course for contemporary talent competitions on streaming platforms.