Spain: Women favour Netflix; HBO Max skews male
August 25, 2026

From David Del Valle in Madrid



Women in Spain are more likely to use Netflix and Disney+, while HBO Max and Movistar Plus have predominantly male audiences, according to data from GfK DAM, Spain’s official digital audience measurement service.

The study, produced for El País, provides an insight into the demographic profiles of Spain’s streaming audiences at a time when platforms generally disclose little information about their subscriber bases or viewing habits in individual markets.


More than 28.8 million people used a streaming service (excluding YouTube) in Spain in May 2026, equivalent to 69 per cent of the country’s online population. The audience was almost evenly divided between 14.27 million women and 14.56 million men.

However, women proved to be considerably heavier streaming users. Female viewers spent an average of seven hours and 47 minutes per month watching streaming platforms, compared with six hours and 19 minutes among men.

Gen Z recorded the highest consumption, averaging eight hours and 27 minutes per person per month. Sunday was the most popular day for streaming, with viewing peaking between 7pm and midnight.

Netflix remained the largest individual service in June, reaching 14.5 million unique users – around 35 per cent of Spain’s online population. It also generated the highest engagement, with users spending an average of four hours and six minutes per month on the service.

Prime Video ranked second with 12.8 million users, while RTVE Play surged from just over 6 million in May to almost 8 million in June, boosted by its FIFA World Cup coverage.

The public broadcaster consequently moved ahead of Movistar Plus, which attracted 6.7 million users. Movistar Plus nevertheless ranked second behind Netflix for time spent, at an average three hours and 12 minutes per user.

Disney+ registered 6.4 million unique users; HBO Max and Atresplayer both exceeded 4 million; followed by Mediaset Infinity with 3.8 million and 3Cat with 2 million.

The demographic breakdown reveals notable differences between services. Women account for 54.6 per cent of Netflix users and 53.6 per cent of the Disney+ audience, while HBO Max skews male, with men representing 53.5 per cent of users. Prime Video has the most gender-balanced audience, with an almost 50-50 split.

The difference is considerably greater among sports-heavy services. Men accounted for 60.4 per cent of RTVE Play users in June, believed to have influenced by its World Cup coverage. Movistar Plus also skewed male, at 56 per cent.

Age profiles differ significantly too. Some 51.2 per cent of Netflix users are aged between 25 and 54, with the 45-54 group its largest segment at 19 per cent.

RTVE Play has an older audience, with 56.4 per cent aged over 45 and 17.6 per cent over 65. Movistar Plus has the oldest profile of the platforms analysed, with 58 per cent of its audience over 45 and the highest proportion of over-65s.

Disney+ has the strongest presence among children aged four to 15, who represent 11.1 per cent of its audience, while HBO Max performs particularly strongly among 25 to 54-year-olds, who account for 53.1 per cent of its users.

The figures highlight how Spain’s increasingly crowded streaming market is developing distinct demographic profiles, despite Netflix maintaining a sizeable lead in both reach and engagement.