Global Media Intelligence 2020: Spain

Key Features

TV and video viewing are settling into new patterns, but traditional media has also kept large audiences.

  • Internet users in Spain still devote plenty of attention to live TV. More than 94% of respondents ages 16 to 64 had watched live TV in the month prior to polling and devoted an average of 2 hours, 14 minutes (2:14) daily to TV—6 minutes more than in H1 2019.
  • Some 69.1% of respondents had used a TV channel’s catch-up or on-demand service to watch programs they’d missed—a slightly higher percentage than last year. Crucially, the share of internet users who’d watched TV via subscription video-on-demand (SVOD) services like Netflix jumped by 10 percentage points, to 77.6% this year. Among younger internet users ages 16 to 24, 92.7% had accessed TV via SVOD in the previous month. In high-income households, 83.1% had done so.
  • Despite the notable increase in SVOD usage, overall penetration of VOD services that GlobalWebIndex tracks in Spain dropped from 69.4% in H1 2019 to 65.4% in H1 2020. And video streaming occupied just 1:09 per day, on average—about half the time spent each day with broadcast TV.
  • Meanwhile, 69.4% of respondents had listened to digital audio—including music, podcasts, and dramas—in the month prior to polling. That said, age-related differences remain much more marked among digital audio consumers. In the youngest age group (16- to 24-year-olds), more than 91% said they listened to audio accessed via digital platforms. Usage had grown in almost all demographic groups but still correlated with rising age; penetration among seniors 55 to 64 was just 45.8%.
  • Over 80% of web users surveyed had listened to broadcast radio in the prior month. Nearly two-thirds had read a print newspaper, and 59.1% had read a print magazine. All those values were essentially unchanged since H1 2019. Time spent with both radio and print press had declined slightly, however.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Magenta Ranero
Senior Chart Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor

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