Media penetration in Spain 2022, by medium
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 6 hours in 1997. During those hours, Spaniards mostly watch TV and surf the internet, with both activities combined summing up to 420 minutes daily, that is, 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: 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 79.1 percent in 2022. 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 1.9 billion euros in 2021.