YouTube Surges to Record Highs in Spain as Free Channel Viewing Plummets
Madrid, Spain – YouTube reached its highest-ever share of television viewing time in Spain this August, capturing 6% of the total time spent by viewers aged four and over. The Alphabet-owned platform gained 0.8 percentage points in a single month and a full point year-over-year, according to new data from NPA Conseil. This milestone positions YouTube on par with streaming giant Netflix, which also saw gains, increasing its share by 0.5 points monthly and 0.6 points annually to also reach 6%.
The shift in viewing habits signals a growing preference for user-generated content and on-demand video, challenging traditional broadcast models. This trend impacts media companies, advertisers, and content creators alike, as audience attention fragments across platforms. experts predict continued growth for YouTube as it invests in original programming and expands its creator ecosystem, while free channels face increasing pressure to adapt to evolving consumer demands.
Conversely, free-to-air channels, including platforms like RTVE Play and Atres Player, experienced a notable decline in viewership. These channels collectively lost 0.5 percentage points of viewing time in the past month and a substantial 2.2 points over the last year, hitting their lowest recorded levels.This downturn underscores the challenges faced by traditional broadcasters in attracting and retaining audiences in an increasingly competitive digital landscape.
Prime Video also demonstrated positive momentum, nearing its highest-ever share with gains of 0.4 and 0.5 percentage points, currently standing at 3% versus a previous high of 3.1%.
