Television was Spain’s second best-established telecommunication medium, according to the latest statistics on media penetration in Spain. This data revealed that 83.3 percent of the Spanish population watched television in 2021. 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 77 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 over eight hours a day in 2020, up from about 6 hours in 1997. During those hours, Spaniards mostly watch TV and surf the internet, with both activities combined summing up to 390 minutes daily, that is, 6.5 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: watchers 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 85.1 percent in 2020. This fall in popularity does not reflect on the expenditure on television advertising, which saw an increase over the last few years in the Mediterranean country and was estimated to approximately 1.7 billion euros in 2020.
Media penetration rate in Spain in 2021, by medium
Audience for the different media types was measured as follows:
Daily newspapers - readers/day
Supplements - readers/week
Magazines - readers/publication period
Radio - listeners/day
Television - viewers/day
Outside advertising - seen content/week
Cinema - viewers/week
Internet - users/day
The source did not provide the publication date, the date used is the date when the data was accessed.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Statista Accounts:
Access All Statistics. Starting from $468 / Year
Learn more about how Statista can support your business.
AIMC (Spain). (March 9, 2022). Media penetration rate in Spain in 2021, by medium [Graph]. In Statista. Retrieved May 25, 2022, from https://www.statista.com/statistics/436225/media-penetration-in-spain-by-media-type/
AIMC (Spain). "Media penetration rate in Spain in 2021, by medium." Chart. March 9, 2022. Statista. Accessed May 25, 2022. https://www.statista.com/statistics/436225/media-penetration-in-spain-by-media-type/
AIMC (Spain). (2022). Media penetration rate in Spain in 2021, by medium. Statista. Statista Inc.. Accessed: May 25, 2022. https://www.statista.com/statistics/436225/media-penetration-in-spain-by-media-type/
AIMC (Spain). "Media Penetration Rate in Spain in 2021, by Medium." Statista, Statista Inc., 9 Mar 2022, https://www.statista.com/statistics/436225/media-penetration-in-spain-by-media-type/
AIMC (Spain), Media penetration rate in Spain in 2021, by medium Statista, https://www.statista.com/statistics/436225/media-penetration-in-spain-by-media-type/ (last visited May 25, 2022)