Mediaset España restricts ad-skipping on catch-up content

Mediaset España has introduced measures to prevent viewers from fast-forwarding through advertising when watching catch-up programming, as part of efforts to safeguard the value of its ad inventory.

Under the change, users accessing time-shifted content via the broadcaster’s digital and connected TV platforms must now watch commercial breaks in full, bringing the on-demand experience closer to traditional linear viewing.

The broadcaster said the move is intended to reinforce advertising effectiveness as audiences continue to migrate դեպի non-linear consumption. By ensuring full ad exposure, Mediaset aims to offer stronger guarantees to advertisers.

The decision reflects a broader trend across European broadcasters and streaming services, which are increasingly limiting ad-skipping features and exploring new formats and measurement models tied to completed ad views.