Media - Spain | Statista Market Forecast

In Spain, revenue in the Media market is projected to reach US$17.64bn in 2024.
The largest market of this market in Spain is TV & Video, which is expected to have a market volume of US$6.90bn in 2024.
In a global context, the highest revenue will be generated the United States, amounting to US$541.20bn in 2024.
Furthermore, in the Media market in Spain, it is anticipated that 41.31% of total revenues will be generated through digital Media market by 2029.
Spain's media landscape is increasingly influenced by digital platforms, as traditional outlets adapt to shifting consumer preferences for on-demand content.

Definition:

The media market encompasses a diverse array of platforms and channels that facilitate the creation, distribution, and consumption of content, such as news, entertainment, and information. It includes traditional outlets like television, radio, and print publications, as well as digital platforms like social media, streaming services, and online news websites. This market plays a central role in shaping public discourse, cultural trends, and the dissemination of information on a global scale, making it a critical component of modern society.

Structure:

The market consists of several parts, namely Books, Games, Music, Radio & Podcasts, Newspapers & Magazines and TV & Video. These markets encompass digital and traditional revenues.

Additional Information:

The market comprises revenues, users, average revenue per user, penetration rates and advertising spendings. Revenues are generated through purchases, subscriptions, consumer spending or ad spendings. Key players of the market are companies, such as Netflix, Spotify, Activision or Amazon.
Market numbers for all the digital markets can also be found in the Digital Media topic.

Traditional media with non-digital revenues from TV, radio, music, print, and video games
Digital media with digital revenues from OTT video, music streaming, video games, digital versions of Newspapers & Magazines with ePapers & eMagazines, and eBooks

Movie theater ticket sales
Public licence fees collected in form of a tax (e.g. income tax in the Nordic countries)
Demo/trial versions
Esports & gaming advertising revenues

The Media market in Spain has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances.

Customer preferences: Spanish consumers have shown a strong preference for digital media, with a growing number of people accessing news, entertainment, and other media content through online platforms. This shift in preference can be attributed to the increasing availability of high-speed internet connections and the widespread use of smartphones and other mobile devices. Additionally, Spanish consumers are increasingly interested in personalized and on-demand content, leading to the rise of streaming services and digital subscriptions.

Trends in the market: One of the key trends in the media market in Spain is the growth of streaming services. Platforms such as Netflix, Amazon Prime Video, and HBO have gained popularity among Spanish consumers, who are attracted to the convenience and flexibility of streaming content. This trend has led to a decline in traditional television viewership and an increase in cord-cutting, as more people opt for streaming services over traditional cable or satellite TV. Another trend in the media market is the rise of influencer marketing. Social media influencers have become powerful marketing tools, with brands leveraging their large and engaged audiences to promote their products or services. This trend has led to a shift in advertising budgets, with a greater emphasis on digital and social media advertising.

Local special circumstances: Spain has a vibrant and diverse media landscape, with a wide range of newspapers, television channels, and radio stations catering to different interests and demographics. This diversity has contributed to the growth of the media market, as consumers have more options to choose from. Additionally, Spain has a strong tradition of journalism and a high level of media literacy, which has fostered a demand for high-quality and independent news sources.

Underlying macroeconomic factors: The growth of the media market in Spain is also influenced by underlying macroeconomic factors. Spain has experienced steady economic growth in recent years, with a growing middle class and increasing disposable incomes. This has led to higher consumer spending on media and entertainment, as people have more discretionary income to allocate towards these sectors. Furthermore, the Spanish government has implemented policies to support the media industry, such as tax incentives for film and television production, which have contributed to the growth of the market. In conclusion, the media market in Spain is developing in response to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital media, the rise of streaming services, the influence of social media influencers, the diverse media landscape, and the favorable macroeconomic conditions are all contributing to the growth and evolution of the media market in Spain.

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.