Spain: Demographics, Digital Usage, Economic Insights & Top 10 Streaming Services
CK3338 Created at Jan 26, 2026 06:08:01 Updated at Jan 26, 2026 06:39:19
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Spain's population is estimated at approximately 48.1 million as of late 2023 / early 2024, according to the National Institute of Statistics (INE). The country is characterized by a relatively high life expectancy and an aging population, with a significant proportion of its inhabitants residing in urban areas, particularly Madrid and Barcelona. The average household size in Spain is around 2.5 persons, reflecting a trend towards smaller family units compared to previous decades. Demographic trends include a decreasing birth rate and a growing reliance on immigration to maintain population levels.
Internet and Digital Usage
Spain demonstrates high internet and digital penetration rates. As of early 2024:
Internet Penetration: Approximately 95-96% of the population uses the internet, equating to roughly 45-46 million users.
Mobile Connectivity: Mobile phone penetration significantly exceeds the population, with over 57 million active mobile connections (around 118% of the population), indicating multiple device ownership per individual.
Social Media Usage: Around 42-43 million people in Spain are active social media users, representing over 88% of the total population.
E-commerce: E-commerce is well-established and growing, with a high percentage of internet users engaging in online purchases across various categories. Digital service consumption, including streaming and online gaming, is widespread.
Current Exchange Rate, ARPU Consuming
As of mid-May 2024, the approximate exchange rate for the Euro (EUR), Spain's currency, is:
1 EUR = ~1.08 USD
ARPU Consuming (Average Revenue Per User) - Mobile Services: The Average Revenue Per User (ARPU) for mobile telecommunications services in Spain generally ranges from €12 to €18 per month. This figure often reflects the revenue generated by mobile network operators from their subscribers, including voice, data, and value-added services. The specific ARPU can vary depending on the service provider, contract type (prepaid vs. postpaid), and bundled services.
Top 10 Video Streaming Companies
Here are the top 10 video streaming companies in Spain, based on popularity and subscriber/user volume estimates:
Founded in 1997 as a DVD-by-mail rental service in the United States. Launched its streaming service in 2007, shifting focus to online content. Began international expansion in 2010. Launched in Spain in October 2015, quickly becoming a leading streaming provider due to its extensive content library and original productions.
Company Location
Los Gatos, California, USA (Headquarters)
Total Audience Volumes
Estimated 6-7 million subscribers in Spain (as of late 2023 / early 2024, various market reports). Consistently one of the top two streaming services by subscriber count.
Content Categories
Movies, TV series, documentaries, stand-up comedy, animation, reality shows, and extensive original productions (Netflix Originals) across all genres. Includes content licensed from major studios and independent creators worldwide.
Service Platforms
Web browsers, iOS and Android mobile devices, smart TVs (Samsung, LG, Sony, etc.), gaming consoles (PlayStation, Xbox), streaming media players (Apple TV, Roku, Google Chromecast, Amazon Fire TV), set-top boxes from telecom providers.
Launched in the US in 2006 as Amazon Unbox, later integrated into the Amazon Prime subscription as Prime Video. Expanded globally, launching in Spain in December 2016. Its inclusion as a benefit of Amazon Prime membership has significantly contributed to its rapid growth and widespread adoption.
Company Location
Seattle, Washington, USA (Amazon.com Headquarters)
Total Audience Volumes
Estimated 5-6 million subscribers in Spain (as of late 2023 / early 2024, various market reports). Benefits from being bundled with Amazon Prime shipping and other services.
Content Categories
Movies, TV series, documentaries, Amazon Originals (e.g., The Lord of the Rings: The Rings of Power, The Marvelous Mrs. Maisel), licensed content, and sometimes live sports in specific regions (e.g., LaLiga in certain non-Spanish markets).
Service Platforms
Web browsers, iOS and Android mobile devices, smart TVs (Samsung, LG, Sony, etc.), gaming consoles (PlayStation, Xbox), Amazon Fire TV devices, Roku, Google Chromecast, set-top boxes from telecom providers.
Launched in the US in November 2019, quickly followed by a global rollout. Debuted in Spain in March 2020. It rapidly gained subscribers due to its iconic brands and exclusive content, later integrating the Star brand for more general entertainment content in markets outside the US.
Company Location
Burbank, California, USA (The Walt Disney Company Headquarters)
Total Audience Volumes
Estimated 3-4 million subscribers in Spain (as of late 2023 / early 2024, various market reports).
Content Categories
Content from Disney, Pixar, Marvel, Star Wars, National Geographic, and the Star hub (including content from FX, 20th Century Studios, Hulu Originals in international markets). Includes movies, TV series, documentaries, and exclusive original productions.
Service Platforms
Web browsers, iOS and Android mobile devices, smart TVs (Samsung, LG, Sony, etc.), gaming consoles (PlayStation, Xbox), streaming media players (Apple TV, Roku, Google Chromecast, Amazon Fire TV), set-top boxes from telecom providers.
HBO was established in 1972. HBO Max launched in the US in May 2020. It replaced HBO España in October 2021, bringing a much broader content library to the Spanish market. In May 2024, HBO Max will rebrand to Max in Spain, incorporating Discovery content alongside existing HBO, Warner Bros., and DC Universe titles.
Company Location
New York, USA (Warner Bros. Discovery Headquarters)
Total Audience Volumes
Estimated 2-3 million subscribers in Spain (as of late 2023 / early 2024, various market reports). Expected to grow with the rebrand to Max and expanded content offering.
Content Categories
HBO Originals, Warner Bros. movies and series, DC universe, Cartoon Network, Looney Tunes, Studio Ghibli (in some regions), and after the rebrand to Max, content from Discovery's portfolio (e.g., HGTV, Food Network, TLC).
Service Platforms
Web browsers, iOS and Android mobile devices, smart TVs (Samsung, LG, Sony, etc.), gaming consoles (PlayStation, Xbox), streaming media players (Apple TV, Roku, Google Chromecast, Amazon Fire TV), set-top boxes from telecom providers.
Movistar+ was launched in July 2015, integrating previous pay-TV platforms such as Canal+ and Movistar Imagenio. It is the leading pay-TV platform in Spain, primarily offered as part of bundled telecommunications services (broadband, mobile, TV). It has heavily invested in original Spanish series and exclusive sports rights.
Company Location
Madrid, Spain (Telefónica Headquarters)
Total Audience Volumes
Approximately 3.5-4 million pay-TV subscribers in Spain (as of late 2023, CNMC data), many of whom access content via the Movistar+ streaming app. Specific OTT-only subscriber numbers are not separately disclosed but the service reaches a vast audience through its bundled offers.
Content Categories
Live TV channels (linear and on-demand), extensive catalog of movies, TV series (including exclusive Movistar+ Originals), documentaries, and premium sports content (e.g., LaLiga EA Sports, UEFA Champions League, Formula 1, NBA, MotoGP).
Service Platforms
Movistar+ proprietary set-top box, web browsers, iOS and Android mobile devices, smart TVs (Samsung, LG, Sony, etc.), gaming consoles (PlayStation, Xbox), Google Chromecast, Amazon Fire TV.
Launched in 2016 in several markets, DAZN quickly established itself as a major global sports streaming service, often dubbed the "Netflix of Sport." It launched in Spain in 2019, securing significant sports rights, most notably a portion of LaLiga EA Sports matches from the 2022-23 season.
Company Location
London, UK (Headquarters)
Total Audience Volumes
Estimated 1.5-2 million subscribers in Spain (as of late 2023 / early 2024, based on market analysis and sports rights acquisition). Numbers fluctuate based on sports seasons and content availability.
Content Categories
Live and on-demand sports content, including football (5 LaLiga EA Sports matches per matchday, Premier League, Copa del Rey, UEFA Women's Champions League), Formula 1, MotoGP, boxing, MMA, EuroLeague basketball, and other major international and national sports.
Service Platforms
Web browsers, iOS and Android mobile devices, smart TVs (Samsung, LG, Sony, Panasonic, Philips, etc.), gaming consoles (PlayStation, Xbox), streaming media players (Apple TV, Roku, Google Chromecast, Amazon Fire TV), Vodafone TV set-top box (via integration).
As Spain's public service broadcaster, RTVE has long offered online content. RTVE Play was officially launched in June 2021, consolidating previous "RTVE a la carta" services into a comprehensive, modern streaming platform. It offers both live streaming of RTVE's linear channels and a vast on-demand library, all free of charge.
Company Location
Madrid, Spain (RTVE Headquarters)
Total Audience Volumes
Millions of unique monthly users. As a free, ad-supported service, subscriber numbers are not applicable. It consistently ranks among the most-used streaming platforms in Spain, with reported figures often exceeding 10 million unique users in peak months.
Content Categories
Live streaming of RTVE channels (La 1, La 2, 24h, Teledeporte), a large archive of Spanish TV series, films, documentaries, news programs, cultural content, and children's programming. It includes both current broadcasts and historical content.
Service Platforms
Web browsers, iOS and Android mobile devices, smart TVs (via direct app or HbbTV), Google Chromecast, Amazon Fire TV.
Atresplayer is the streaming platform of Atresmedia, one of Spain's leading commercial broadcasters. Initially a catch-up service for its linear channels (Antena 3, La Sexta), it evolved into a hybrid AVOD/SVOD model with the launch of Atresplayer Premium in 2019, offering ad-free viewing and exclusive original content.
Company Location
San Sebastián de los Reyes, Madrid, Spain (Atresmedia Headquarters)
Total Audience Volumes
The free, ad-supported tier serves millions of unique users monthly. Atresplayer Premium (SVOD tier) is estimated to have between 500,000 and 1 million subscribers (as of late 2023 / early 2024, market estimates), making it a significant local player.
Content Categories
Live streaming and on-demand content from Atresmedia's linear channels (Antena 3, La Sexta, Neox, Nova, Mega), Spanish TV series, movies, news, entertainment programs. Atresplayer Premium offers exclusive original series, early access to new episodes, and ad-free viewing.
Service Platforms
Web browsers, iOS and Android mobile devices, smart TVs (Samsung, LG, etc.), Google Chromecast, Amazon Fire TV.
Launched globally on November 1, 2019, as part of Apple's push into services. Apple TV+ distinguishes itself by offering exclusively original content, focusing on high-quality productions from renowned creators. It has aimed to compete by offering a curated selection of premium shows and movies.
Company Location
Cupertino, California, USA (Apple Inc. Headquarters)
Total Audience Volumes
Spain-specific subscriber numbers are not publicly disclosed by Apple. Globally, Apple TV+ has tens of millions of subscribers/users, often boosted by free trials and bundles with Apple product purchases. In Spain, estimates suggest anywhere from 500,000 to 1 million active users/subscribers (including trial users).
Content Categories
Exclusively Apple Originals: critically acclaimed TV series, movies, documentaries, and children's programming. Examples include Ted Lasso, Severance, The Morning Show, and CODA.
Service Platforms
Apple devices (iPhone, iPad, Apple TV, Mac), smart TVs (Samsung, LG, Sony, Vizio, etc.), streaming media players (Roku, Amazon Fire TV, Google Chromecast with Google TV), gaming consoles (PlayStation, Xbox), and web browsers.
Rakuten Group, Inc. (acquired original founder Wuaki.tv)
History
Originally founded as Wuaki.tv in Barcelona, Spain, in 2009. It was acquired by the Japanese e-commerce giant Rakuten in 2012 and rebranded to Rakuten TV in 2017. It operates primarily as a transactional video-on-demand (TVOD) service for new movie rentals/purchases, but has significantly expanded its free, ad-supported video-on-demand (AVOD) offering and free linear channels.
Company Location
Barcelona, Spain (European Headquarters) / Tokyo, Japan (Rakuten Group Headquarters)
Total Audience Volumes
Millions of users for its free AVOD and TVOD services across Spain and Europe. While specific subscriber numbers for premium content are not publicly available, it is a significant player in the free and rental/purchase movie market. It benefits from broad distribution via smart TV integrations.
Content Categories
Primarily new release movies for rent or purchase (TVOD), an extensive library of free ad-supported movies and TV series (AVOD), and a growing number of free ad-supported linear channels (FAST channels). Content spans various genres from Hollywood blockbusters to independent films.
Service Platforms
Web browsers, iOS and Android mobile devices, most major smart TVs (often pre-installed, including Samsung, LG, Sony, Philips, Hisense, etc.), gaming consoles (PlayStation, Xbox), Google Chromecast, Amazon Fire TV, Roku.
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