3Cat recovers the young audience: 43% of users are under 45 years old

The platform 3Cat is recovering the audience that no longer watches television: 43% of its users are under 45 years old. In its second anniversary, it has consolidated its position with an average of one million unique devices per week, almost 500 million views and 357,000 hours of content in Catalan.

This trend contrasts with that of linear television. For years, there has been a progressive loss of younger age groups. The president of 3Cat, Rosa Romà, has taken stock of the first two years of the platform, framing the growth of the platform within the objectives set by the new CCMA Strategic Plan.

The 3Cat digital platform was launched in 2023 with the challenge of recovering an audience and doing so by “positioning Catalan in a digital environment where the presence of our language is very minority.” The platform's exclusive products, designed with a specific strategy adapted to new audiovisual habits, such as La travessa, La casa nostra, Jo mai mai or Vinagreta, are some of those that have recently promoted this trend.

Romà has highlighted that, although TV3 maintains “undisputed leadership” and continues to grow (this year it has an average share more than half a point above that of 2024), the downward trend in linear television consumption cannot be ignored, which has been affecting the sector worldwide for more than a decade, especially with regard to audiences under 45 years of age. In fact, on TV3, almost three out of every four viewers are over 55 years old.

The platform is also a tool for exploring complementary audiences, with examples such as TV3's iconic shows Crims and Joc de cartes, which have different age profiles depending on the viewing window.

Two years after its launch, with a catalog of 357,000 hours in Catalan, one million weekly unique connections per device and 500 million total reproductions, Romà has celebrated that “the 3Cat platform has positioned itself as the main digital consumption environment for audiovisual content in the Catalan language.”

With more than 1.5 million registered users, it is the third most popular platform among Catalans, only surpassed by Netflix and Prime Video, according to Kantar Media.

Some of the strategies that have been key to recovering the younger audience are the use of new narratives and formats, adapted to a context of mainly digital audiovisual consumption, as well as the search and promotion of new faces as part of the creation of a universe of content creators in Catalan.