Spain: Connected TV viewing hits record share in Q3
October 21, 2026

From David Del Valle in Madrid



Connected TV (CTV) accounted for 32.4 per cent of TV consumption in Spain during the third quarter of 2026, its highest share for the period on record, as streaming and internet-delivered services continue to reshape viewing habits.

According to a report by Spanish audiovisual consultancy Barlovento Comunicación, CTV’s share increased by 2.4 percentage points year-on-year. The figure compares with 20.5 per cent in the third quarter of 2022, representing a 1.6-fold increase in five years.


Traditional linear TV still accounted for the majority of viewing on television sets, with a 64.8 per cent share. Gaming and other playback activity represented the remaining 2.3 per cent.

However, the figures indicate a significant generational shift. Connected TV now accounts for a larger share of viewing than linear TV among audiences aged 18 to 44. Among viewers aged 25 to 34, CTV represented 56.4 per cent of consumption, compared with 38.2 per cent for linear television.

The growth is also reflected in audience numbers. CTV attracted an average of 16.5 million daily viewers during the quarter, an increase of 1.1 million compared with the same period in 2025. Meanwhile, 4.2 million people watched CTV exclusively each day, without consuming linear television.

In terms of overall reach, the two viewing models were almost level. CTV registered 39 million unique viewers during the quarter, compared with 39.2 million for linear television.

Viewing patterns also varied by region and day of the week. Madrid recorded the highest CTV share, at 39.8 per cent, while Extremadura had the lowest, at 22.6 per cent. Saturdays generated the highest CTV share, at 35.4 per cent, while Sundays recorded the longest average viewing time, at 190 minutes per viewer.