Antena 3 was the most watched channel in 2023. It reaffirms the top position it achieved for the first time last year, despite losing six tenths in these 12 months. It achieved an average screen share of 13.3%. Consulting companies such as Barlovento and GECA point this out based on the measurement data collected by Kantar Media. The constant leadership of its news programs, which have been the most watched for more than five years, and the solid success of its competitions Pasapalabra and La roulette de laluck guarantee good viewing figures every day.
Telecinco's setback in the year in which Sálvame was canceled results in a share almost two points lower compared to 2022. It increases from 12.3% to 10.4%. The company remains in second place in the full-year figure, although it has been in third place in recent months. What is positive for the channel is that it continues to be a leader in a target group segment that is very attractive to advertisers, namely young adult viewers between the ages of 25 and 44. According to GECA, this age group is the one that has reduced its time watching traditional television the most in 2023. She uses 13 minutes less per day than last year.
Among the dozens of free-to-air channels analyzed by various consulting firms, La 1 is one of the channels with the highest increase. It improves by 0.6 tenths and this time reaches a screen share of 9.7%. In some last months of the year it even managed to place itself in second place, only behind Antena 3. The public broadcaster is still the place where the viewer follows the big events, be it around Christmas to celebrate or to find out about elections. In fact, it completely dominates the top 14 rankings of the most-watched shows of the year. He achieves this primarily through football, both through the Copa del Rey, the UEFA Nations League and this summer's triumphant World Cup, won by the Spanish national team Jennifer Hermoso and Olga Carmona. But also thanks to the various programs surrounding the Eurovision final on May 13th. And there were unexpected successes like the return of the Grand Prix.
The World Cup final, won by the Spanish national team, was the broadcast with the highest audience share of the year, with a share of 59.6% on La 1.WILLIAM WEST (AFP)
La Sexta receives a share of 6.3%, an increase of two tenths within a year. Cuatro remains at 5.2%, a tenth more than in 2022. The strong increase in the energy sector, which increases by 0.5 tenths to a share of 3%, makes it the market leader in its sector and ensures that a DTT is placed ahead of a linear broadcaster in the annual audience ranking. It overtakes La 2. The public broadcaster has been improving its data for several years, but suffered a slight decline in 2023, losing a tenth and remaining at a share of 2.9%.
Prime Video overtakes Netflix
It was a year marked by changes at the top of communications groups, highlights the Barlovento television consumption report, prepared with data from the National Markets and Competition Commission (CNMC); the General Media Study (EGM); and Comscore, which measures digital audiences, among other things. It is also characterized by the stabilization of the advertising sector, which has allowed Atresmedia and Mediaset to maintain their capital gains, despite lower usage on linear television and the fact that their main channels were the ones that lost the most screen share. The year 2023 continues to mark the rise of pay television and faces an increasingly pressing challenge, namely the use of artificial intelligence. But as the study shows, television (traditional television) is still very present: 28.2 million viewers turn on the television every day. That means 61 out of 100 potential customers see it every day.
Venetia (Alison Oliver), Felix (Jacob Elordi) and Oliver (Barry Keoghan), in a moment from “Saltburn”, the latest big global hit from Prime Video.Chiabella James (Chiabella James/Prime Video)
When it comes to payment platforms, on average every Spaniard spends almost 38 euros per month on them. The group of 65 to 70 year olds is the group that invests the most in these services, with 48 euros per month. Only 9% of those surveyed said they didn't spend anything on it. Prime Video has overtaken Netflix to become the platform with the greatest penetration in the Spanish market in 2023. The Amazon brand reaches 19.7 million Spaniards, which means that 53% of the population are expected to be users, compared to 46.1% for Netflix. This was the year that Disney+'s strong rise was consolidated. 31% of Spaniards have access to it, while at the beginning of 2021 it was only 19% of the population. Meanwhile, HBO Max remains stable and awaits new changes in its identity following its merger with Discovery. It currently reaches 23.5% of the population. Changes in this industry, which is starting to add advertising to some of its subscriptions and prevent account sharing, will cause this penetration rate to continue to change over the next 12 months.
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