KONODRAC
KONODRAC is a oTT, CTV and HbbTV analytics plus monetisation software.
Analyst Perspective
KONODRAC is a Spanish B2B software company focused on OTT, connected TV and HbbTV data and advertising infrastructure. Its product suite covers audience measurement and analytics, recommendation engines, OTT-focused data lake and cloud infrastructure, smart TV ad serving, and technical tooling for ad insertion and broadcast synchronisation. The company serves broadcasters, streaming platforms, TV networks and their product, engineering, data and ad operations teams. The business appears to be built around enterprise SaaS licensing and implementation of modular products that can be sold individually or as broader OTT and HbbTV solution bundles. KONODRAC creates value by helping media operators unify audience data across web, mobile and TV environments, improve personalisation and user conversion, and monetise connected TV and linear inventory through addressable advertising capabilities.
Explorer Tier
Start exploring for free
Start with public company intelligence. Save companies, build your first watchlist, and unlock deeper strategic insights when you are ready.
- View public Company Profiles
- Save/watch companies
- Build your first Watchlist
- Access additional market signals
Key insights about KONODRAC
Category Differentiation
KONODRAC is a B2B software vendor for OTT, connected TV and HbbTV operators, not a consumer streaming service or media owner. It is also not a general-purpose cloud analytics vendor despite competing with broader data platform providers.
KONODRAC: About
KONODRAC develops proprietary software for OTT operators and broadcasters and commercialises it as an enterprise platform suite. Its offering combines analytics, data infrastructure, recommendation, ad serving and HbbTV workflow tooling, allowing customers to centralise audience data, personalise experiences and monetise connected TV inventory. Value is created through tighter audience insight, improved retention and registration, and better monetisation of advanced TV environments.
How KONODRAC Works & Monetises
Business model analysis and core revenue streams
The company primarily uses an enterprise B2B SaaS licensing model. Revenue likely comes from recurring platform subscriptions for analytics, data lake, recommendation and ad tech modules, plus implementation and integration fees for deployments in broadcaster and OTT environments. For ad serving and monetisation products, usage-based elements are also likely, including impression-driven or traffic-driven pricing tied to advertising delivery, data processing or storage volumes.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (KONODRAC)
Company Leadership and Team Overview
The current version of the webpage provides detailed information about the company's leadership team, including the CEO, COO, CTO, and CMO, along with their professional backgrounds and LinkedIn profiles.
Read original sourceHow Spanish Broadcasters Have Eliminated Zero Ratings
Spanish broadcasters are reducing zero ratings by fusing Konodrac’s HbbTV-derived viewing data with Kantar TAM panel data. Konodrac collects granular viewing signals from approximately 12.5 million Spanish households and has access agreements with most Spanish broadcasters. While HbbTV enables granular, device-level measurement, it isn’t weighted to represent the overall population like traditional panels. Kantar’s integration virtually expands its TAM panel by aligning Konodrac’s data to individual panel members, a process demonstrated in RTVE’s ecosystem in 2019 and expanded to more than ten channels in 2022. RTVE channels La2, 24 Horas, Clan, and Teledeporte historically recorded high levels of zero-rated airtime (20%, 16%, 19%, 37%), which drop to near 0% under TAM fusion (Teledeporte at 2%). Proponents say the fused data provide a clearer picture for advertisers and suggest a hybrid future for TV measurement across Europe, with potential applicability beyond Spain.
Read original sourceKONODRAC: Frequently Asked Questions
What is KONODRAC?
KONODRAC is a Spanish B2B software company providing OTT, connected TV and HbbTV analytics, data infrastructure, recommendation and ad monetisation tools.
Who uses KONODRAC?
Its users are broadcasters, streaming platforms, OTT operators and teams in product, data, engineering, audience measurement and ad operations.
How does KONODRAC make money?
It appears to earn revenue through enterprise SaaS subscriptions, implementation work and likely usage-based charges for data and advertising delivery modules.
Company Facts
- Founded
- 2012
- Headquarters
- Ronda del General Mitre, 126, 6a Planta, 08021 Barcelona
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- konodrac.com