Daily usage time of selected types of media in Portugal Q3 2024

Portugal's media consumption habits reveal a significant digital shift, with internet usage dominating daily media time at over seven hours and 30 minutes per day in 2024. The daily time spent watching television (broadcast and streaming) reached two hours and 56 minutes, while the time spent using social media was measured at two hours and 18 minutes. Respondents spent the least amount of time using physical print, at only 32 minutes per day.

Television remains influential despite digital dominance

While the internet leads in usage time, television continues to play a crucial role in Portuguese media consumption. TV has an enduring popularity evidenced by its status as the most widely used media type, reaching 84 percent of the population in 2024, which also benefited from the increase in the use of online TV. Moreover, television maintains its position as the primary news source for 53 percent of Portuguese internet users, underscoring its continued relevance in the digital age.

Social media gains traction, but the music industry remains mostly traditional

Social media platforms have become integral to Portuguese daily life. The penetration of social media has grown dramatically, from 32 percent of the population in 2011 to over 70 percent in 2024. The music industry is also adapting to this digital shift, even though the majority of sales in Portugal still occur in physical formats. However, signs of a digital transition are visible in the higher sales volume of digital music for music produced in Portugal.