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Portugal's media consumption habits reveal a significant digital shift. Despite this, TV still dominated, with a weekly average of ** hours and ** minutes spent on it, most of which came from linear or broadcast TV as opposed to streaming. The most popular online activity was watching videos, at around **** hours per week.

Television remains influential despite digital dominance

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 ** percent of the population in early 2024, which also benefited from the increase in the use of online TV. Moreover, television maintains its position as the primary news source for ** 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 ** percent of the population in 2011 to over ** percent in 2025. 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.