Spain television market shifts as Connected TV reaches record share

Television viewing habits in Spain are undergoing a significant transformation, characterized by the rise of Connected TV (CTV) and a decline in traditional free-to-air (FTA) digital channels.

According to reports from Barlovento Comunicación and GECA, CTV accounted for 32.4% of TV consumption in the third quarter of 2026, a record high. This represents a 1.6-fold increase since 2022. The shift is most pronounced among younger demographics; for viewers aged 25 to 34, CTV consumption reached 56.4%, surpassing linear television's 38.2%.

Conversely, the aggregate audience share for Spain's 19 FTA thematic DTT channels fell to 26.6% in September 2026, down from 30.9% in 2016. While traditional linear TV still maintains a majority share of 64.8%, major general-interest networks have seen varying results. Public broadcaster La 1 gained 2.7 points over the last decade, while Telecinco experienced a 5.7-point decline.

Pay-TV thematic channels have grown, rising from a 7.4% share in 2016 to 12.4% in 2026. Additionally, regional public broadcasters saw an increase from 7.2% to 8.2% during the same period.