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In 2024, approximately *** million users paid for access to Netflix. This made it the streaming video platform with the most subscribers in Spain, surpassing Prime Video and Disney+, which completed the podium. Given these figures, it is not surprising that it also records the highest usage rate within the Iberian country. Specifically, approximately ** percent of the population that watched on-demand TV programs in Spain during 2023 did so through this service.

Why is Netflix successful in Spain?

The Netflix multimedia library available in Spain is one of the ** largest in Europe and the world, with nearly movies and more than series as of July 2024. It thus surpasses countries such as Belgium, the United States, or Switzerland, all with the most expensive basic plans, which makes this service an attractive option despite the stricter controls recently imposed to prevent account sharing. Considering also that movies and series episodes are precisely the audiovisual content most consumed by Spaniards on the Internet, the success of the Californian platform in the national territory is more than understandable.

Conventional television, the big loser

As expected, the growing popularity of various subscription-based video-on-demand services (SVoD) has negatively impacted traditional television, which ended 2024 with the second worst penetration rate of the last quarter-century. As a result, advertising investment has also gradually decreased, although a slight increase was observed in 2023. Specifically, around **** billion U.S. dollars were allocated for broadcasting ads on this medium, about **** million more than the previous year.