Audiovisual consumption: more options, more screens and new habits

In this gallery, Pablo Alonso, technical general director of AIMC, breaks down the findings on audiovisual consumption from the latest Navegantes en la Red survey, which shows the evolution of business models, the growth of live content, the consolidation of short videos and, in short, an increasingly massive and fragmented audiovisual sector.

We have just published the results of the latest survey of Internet Navigators. This initiative of AIMC It is now in its 28th edition! and it is the study on Internet use with the largest sample in our country, with approximately 15,000 interviews on this occasion. It is a long survey, why deny it, because the range of topics that are treated is increasing; The growing breadth of the use of technology, the appearance of new tools and the greater knowledge and use of the Internet forces us to do so. Includes numerous study areas, from Internet use (time, frequency and devices) and social networks, to online shopping, AI, cryptocurrencies, teleworking, home automation or attitudes and perceptions about the Internet and new technologies.

This study comes to endorse the impact of the transformation digital in our society. One of its main values ​​is temporal comparative, which allows us to observe Internet user trends over the years. It is worth highlighting that this study is not representative of the population, since the sample is not probabilistic and is carried out only on Internet users, but, due to its size (in number of interviews, in number of editions and the breadth of the questions) and the profile of its participants (marked presence of the most active and expert Internet users, considered “trendsetters”), it has become a reference study.

Given the environment we are in - thank you Panorama Audiovisual for giving us this little piece of your space - We are going to focus on the results of some of the audiovisual content that is consumed through the Internet. The data show that the online audiovisual consumption It has become a practically universal activity among Spanish Internet users. In fact, 97.9% have carried out at least one activity related to viewing audiovisual content over the Internet during the last thirty days.

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Payment platforms, open and the growth of short videos

Payment platforms to watch movies and series continue to lead the scene. Nearly six out of ten Internet users (59.7%) have recently accessed services such as Netflix, Prime Video or Disney+. Although this figure decreases slightly compared to the previous year, it confirms the consolidation of a model that has transformed the way of consuming audiovisual entertainment during the last decade.

Internet television reaches a 59.5% coverage, similar to that of all payment platforms (Netflix, Prime Video, Disney +...)

However, subscription platforms are not the only axis of the online audiovisual ecosystem. Video platforms such as YouTube o Twitch, used by 56.7% of those surveyed, while short videos disseminated through social networks reach 54.4%. These data show that audiovisual consumption is diversifying and that users alternate professional content, content generated by digital creators y brief formats adapted to the dynamics of social networks.

Also significant is the coexistence between new digital models and television traditional. 43.5% of Internet users have followed live broadcasts of television channels over the Internet and 39.4% have consumed this online content on a delayed basis. Consolidating both consumptions (live and delayed online TV), Internet television reaches a 59.5% coverage, similar to that of all payment platforms (Netflix, Prime Video, Disney +, …). Television thus maintains an important attraction capacity, although adapted to the possibilities offered by the digital environment and to an audience that increasingly demands more flexibility to choose when and where to watch their favorite programs: “I choose when I see what I want.”

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The congregating value of the live

One of the most interesting phenomena reflected in the survey is the growth of live broadcasts made outside of conventional television channels. 31.0% of those surveyed claim to have seen live broadcasts on platforms like Twitch, YouTube or TikTok, three points more than a year ago. This evolution confirms the growing prominence of digital creators and Internet native events, capable of gathering massive audiences without needing to rely on traditional media.

The evolution of live broadcasts confirms the growing prominence of digital creators and native Internet events.

Precisely in this context, the evolution of The Evening of the Year, one of the most representative events of new digital entertainment. In 2025 it was followed at some point by the 16,0% of the Internet users interviewed, a figure that practically doubles that recorded in 2022, when it reached 8,7%. Beyond the specific data, this progression illustrates the capacity of certain creators to generate events of great social impact and compete for public attention with traditionally dominant formats.

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Between advertising and the free model: a new market

Las free online platforms of channels, movies and series (Pluto TV, Samsung TV Plus,...) are also part of the audiovisual ecosystem, although, with a 16.0% of users, they are still located at a distance from their paid older sisters.

Payment platforms are increasingly incorporating advertising-supported subscription methods, a formula that seems to be being accepted by users.

Another relevant aspect is the evolution of business models. Payment platforms are increasingly incorporating advertising-supported subscription methods, a formula that seems to be being accepted by users. Amazon Prime Video clearly leads this trend: almost eight out of ten of its subscribers (79.8%) already use the modality with ads. For the first time, Netflix exceeds 50% adoption of this option, reaching 51.7%, after growing more than 18 points in a single year. Versions with advertising on Disney+ (45.9%) and SkyShowtime (39.8%) also increased significantly. In Atresplayer Premium, subscribers with the advertising model also exceed half of its audience (56.5%).

This change reflects a increasingly complex balance between price and user experience. Many consumers seem willing to accept certain advertising presence in exchange for reducing the cost of their subscriptions, opening new opportunities for brands and for content financing.

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The podcast, the engine of online audio

In parallel to video, digital audio continues to consolidate its presence in the habits of Internet users. The listening of live radio through the Internet it reaches 39.9% of those surveyed, confirming the relevance of a medium that has been able to adapt to the digital environment without losing its ability to connect with audiences.

Beyond the scope, the increase in time spent: Radio podcast listeners average 49 minutes a day.

The most notable growth is observed, however, in the podcast field. Almost one in four Internet users listens to podcasts from radio programs (24.6%), while 23.7% consume podcasts created specifically for this format. Beyond the scope, the increase in time dedicated to these activities. Radio podcast listeners reach an average of 49 minutes a day, five more than the previous year, while podcasts not linked to stations reach 56 minutes a day (+6 minutes in one year), marking in both cases historical maximums within the series analyzed.

Las specialized platforms They continue to lead this market. Spotify maintains the first position as a podcast listening platform (44.5% of podcast listeners have used it in the last 30 days), followed by the radio networks themselves (29.3%) and by YouTube Music (23.4%), which continues to gain ground. In addition, services such as Amazon Music, Ivoox or Apple Podcast reinforce the growing diversification of the offer.

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Fragmentation and diversity: audiovisual today

Taken together, the results of Internet surfers They draw an audiovisual ecosystem that is increasingly fragmented, but also richer and more diverse. The streaming platforms They continue to be protagonists, although they share space with digital creators, live broadcasts, short videos, podcasts and new hybrid formats. The user no longer consumes a single type of content or uses a single platform: It combines multiple options depending on your interests, your available time and the device you have at hand. And everything indicates that this trend will continue to define the evolution of audiovisual consumption in the coming years.

Finally, remember that this study is non-profit, that it has ODEC as sponsor and partner technological, and that you can access to all results at www.aimc.es.

Pablo Alonso

technical general director of AIMC