YouTube Leads as Spain Sees Shift to Free Streaming, FAST Barometer Reveals
Madrid, Spain - YouTube is the dominant force in Spain’s rapidly evolving free ad-supported streaming television (FAST) landscape, according to the inaugural FAST Barometer released by GECA. the report, based on a representative sample of 1,000 Spanish adults, reveals a growing appetite for free platforms, with a notable impact on traditional subscription video on demand (SVOD) services.
The Barometer found that youtube reaches 71.3% of Spanish users in the most recent quarter, significantly outpacing competitors.Public broadcaster RTVE’s RTVE Play follows with 53.4%, then Atresmedia’s Atresplayer (37.1%), Paramount’s Pluto TV (35.5%), and DAZN (26.5%).
Among multi-platform users, YouTube maintains its lead as the preferred free platform, garnering 46.7% of respondents’ preference,followed by RTVE Play (15.7%) and Pluto TV (7.3%).
The study also highlights demographic trends within the FAST ecosystem. Users of FAST platforms are, on average, slightly younger and more male than those subscribing to SVOD services. Notably, Gen Z is the only age group in Spain that favors thematic channels over general programming. This generation’s consumption is overwhelmingly mobile-first, with 70% viewing content on smartphones compared to 45% of millennials.
“The findings highlight the growing role of free platforms in Spain’s media ecosystem, with direct implications for advertisers and programmers,” said GECA.
The rise of FAST isn’t limited to on-demand content, with over half of free-platform users already engaging with live streams. While concerns about advertising volume persist, almost half of users acknowledge that the ads they encounter are relevant to their interests, suggesting potential for effective segmentation and personalization.
Perhaps most significantly, the Barometer indicates a potential disruption to the SVOD model. While only 12.8% of respondents currently have no paid streaming subscriptions, 13% have canceled at least one subscription due to increased FAST usage, and a further 23% are considering doing so.
“Although only 12.8 percent of respondents report not subscribing to any paid platforms, there is a clear trend toward returning to free consumption,” GECA summarized.
Kike Lozano, managing director of GECA, emphasized the strategic importance of the Barometer. “The strategic value of the FAST Barometer goes far beyond consumption figures. It is a key tool for qualitative competitive analysis. It provides the insights needed to understand competitor strategies, identify where audiences are, and seize the growing opportunities in connected TV monetization, which continues to expand year after year.”
The report signals a important shift in spain’s media landscape, as consumers increasingly explore free alternatives to traditional paid streaming services, with YouTube positioned to capitalize on this trend.
