Media penetration in Spain 2023, by medium
Television was Spain’s second best-established telecommunication medium, according to the latest statistics on media penetration in Spain. This data revealed that 82 percent of the Spanish population watched television in 2023. This medium is almost equally popular among both genders, although women tend to consume it more often than men. Out-of-home media, featured a penetration rate of close to 81 percent, holding the third position on the list. Internet surpassed all other media, placing first that year.
The increasing numbers of media consumption
The average Spanish consumer has been increasing their daily time using media in the last decades, clocking up almost nine hours a day in 2021, up from about six hours in 1997. During those hours, Spaniards mostly watch TV and surf the internet, with both activities combined summing up to around seven hours a day. The two key differences between 2019 and 1997 that contributed to the amount of time spent on media might be related to the rise of the World Wide Web and, in particular in recent years, streaming services and social media.
Television in Spain: viewers decline but investment maintains stable
Television might be the most consumed media in Spain, but its popularity has been in decline over the last decades. Spanish TV registered a penetration rate of over 90 percent in 2003, and it only decreased thereafter until reaching 82 percent in 2023. This fall in popularity does not reflect on the expenditure on television advertising, which is set to remain fairly stable, at around two billion euros in the coming years, after having recovered form the impact of the coronavirus pandemic in 2020.
The increasing numbers of media consumption
The average Spanish consumer has been increasing their daily time using media in the last decades, clocking up almost nine hours a day in 2021, up from about six hours in 1997. During those hours, Spaniards mostly watch TV and surf the internet, with both activities combined summing up to around seven hours a day. The two key differences between 2019 and 1997 that contributed to the amount of time spent on media might be related to the rise of the World Wide Web and, in particular in recent years, streaming services and social media.
Television in Spain: viewers decline but investment maintains stable
Television might be the most consumed media in Spain, but its popularity has been in decline over the last decades. Spanish TV registered a penetration rate of over 90 percent in 2003, and it only decreased thereafter until reaching 82 percent in 2023. This fall in popularity does not reflect on the expenditure on television advertising, which is set to remain fairly stable, at around two billion euros in the coming years, after having recovered form the impact of the coronavirus pandemic in 2020.
