- Netflix was the most used, followed by Amazon Prime Video and Movistar Plus +.
- Over 60% of households subscribed to these services directly with the platform.
The National Commission of Markets and Competition (CNMC) has analyzed the audiovisual consumption of Spaniards through online payment platforms such as Netflix, HBO Max, or Amazon Prime Video. At the end of 2024, according to the latest data from the CNMC Household Panel, 63.3% of households with Internet access stated using one of these audiovisual payment platforms.
Use of payment platforms to watch online audiovisual content (percentage of households)
Universe: Households with Internet access. Source: CNMCData
Among households using payment platforms, over 60% stated that they subscribed directly with the platform. 41.3%, on the other hand, said the content was included in a package of services from their Internet provider, while 13.2% stated they used the credentials of a family member or friend.
Which situation best describes how you access the online audiovisual content platforms you use? (percentage of households) 4Q 2024. Multiple possible answers
Universe: Households using online audiovisual payment platforms. Source: CNMCData.
The combined use of multiple platforms is consolidating: 63.3% of households that consumed online audiovisual content used more than one platform. Specifically, 25.4% stated they had two; 16.8% had three, and 21.1% claimed to have four or more. On the other hand, 36.7% of these households used only one.
Number of platforms used by households to watch online audiovisual content (percentage of households) 4Q 2024
Universe: Households using online audiovisual payment platforms. Source: CNMCData.
Regarding the most used platforms, Netflix remained the leader and was the favorite in over 40% of households, followed by Amazon Prime Video (21.4%) and Movistar Plus+ (16.7%).
Which is the most used online audiovisual content payment platform? (percentage of households) 4Q 2024
Universe: Households using online audiovisual payment platforms. Source: CNMCData.
Age influences the service used. This was confirmed by the data on audiovisual content consumption according to service and age from the Panel.
During weekends, the youngest (10 to 24 years old) preferred video-sharing platforms (YouTube, TikTok…) and video-on-demand services (platforms like Netflix, Disney Plus, or HBO Max, among others), while adults over 50 mostly opted for free-to-air/DTT television. On the other hand, adults between 25 and 49 years old were divided between video-on-demand services and free-to-air/DTT television.
These patterns were similar on weekdays, although overall consumption hours decreased.
Audiovisual content consumption by service and age during weekdays (average hours per day) 4Q 2024
Universe: Individuals. Source: CNMCData.
Methodology
These results are part of the CNMC Household Panel, a biannual survey of households and individuals. The CNMC aims to collect information directly from citizens through surveys and analysis of service bills. The study covers multiple sectors and collects data related to the telecommunications, audiovisual, energy, postal, and transportation markets, among others. The survey for this wave was conducted in the fourth quarter of 2024 and included 5,402 households and 9,139 individuals. This tool provides comprehensive and diverse information, allowing the CNMC to better understand the consumer perspective.