2023 Insights - Full Year

Spain television and streaming market share analysis 2023: Netflix, HBO, CBS, Disney and BBC: Presented below is the section for Spain from The Global Television Demand Report. Enjoy!

Spain genre and subgenre preferences

• Mystery content resonates with Spanish audiences where the genre accounted for 21.7% of demand in 2023, the largest share for the genre in this report.
• Historical content was particularly successful in Spain where it made up a 9.1% share of demand, larger than in any other market in this report.
• Given the popularity of more mature content in Spain (drama, thriller, history, mystery) it is perhaps not surprising that children’s content makes up a smaller share of demand here (7.4%) than in any other market in this report.

• Content with LGBTQI+ themes resonated with Spanish audiences. These shows accounted for 7.3% of demand for all series in 2023.
• With some of the biggest global hits coming from the superhero subgenre, this content punched above its weight in all markets in this report. However, superhero series made up a smaller share of demand in Spain than in most markets, accounting for only 2.8% of demand.
• Educational content struggled to break through with Spanish audiences. While 1% of titles belong to this genre, these shows only drove 0.6% of demand in Spain.

Spain originals share of demand and demand distribution

• In this report, Spain had the largest share of demand for HBO series in 2023–6.2%. A brand known for its premium dramas has found success in one of the most drama-loving markets.
• Antena 3 was the local Spanish channel with the largest share of demand in 2023. Its original series accounted for 3.4% of demand for all shows in Spain.
• Demand for NBC content was notably weak in Spain in 2023. Demand for original NBC series was responsible for only 3.0% of total demand here. This was the lowest share of demand for NBC content in this report and also below the network’s global share of demand (3.9%).

• The long running Spanish drama, Cuéntame Cómo Pasó, wrapped up its twenty-three season run in November, ending its final year with 12.5 times the average series demand in Spain.
• In-demand local series like 30 Monedas (17.95x) as well as globe-spanning hits like The Last of Us helped HBO to achieve its largest demand share in Spain of markets covered in this report.
• Erkenci Kuş, a Turkish drama from Star TV, found fans in Spain this year where it had 9.5 times the demand of the average series. Several Turkish series have been winning over audiences in markets around the world, but Erkenci Kuş ranked higher in Spain than in any other market in this report.

Top series in Spain

Here are the top 20 most in-demand series in 2023 in Spain across all platforms:

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2022 Insights - Full Year

Spain television and streaming market share analysis 2022: Netflix, HBO, Antena 3, Disney and CBS: Presented below is the section for Spain from The Global Television Demand Report. Enjoy!

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Spain genre and subgenre preferences

• Spanish audiences gave the greatest share of their attention to drama series in 2022. 45.6% of demand forall series was for a drama–the largest share in this report.
• Spain also had the joint highest share of demand for the horror genre (1.5%) with Brazil.
• With Spanish audiences more preoccupied with the more adult drama and horror genres, the children’sgenre had the second lowest share of demand in this report (6.2%).

• Spain was one of five markets in this report where crime drama was the most in-demand subgenre of 2022. The others were Australia, the UK, Canada, and Italy.
• Spain was the only market in this report where superhero series did not rank among the ten most in-demand subgenres.
• The thriller and historical drama subgenres ranked higher in Spain than in any other market in this report–sixth and eighth respectively. This underscores the popularity of dramas in general with Spanish audiences.

Spain originals share of demand and demand distribution

• In this report, Spain had the largest share of demand for HBO series in 2022–6.5%. A brand known for its premium dramas has found success in one of the most drama-loving markets.
• Content from Antena3 made up the third largest share if demand in its home market, Spain, in 2022. The 5.1% of demand for its series was larger than the demand for shows from any major American broadcast network.
• Two other Spanish channels ranked in the top ten by share of demand. Telecinco and La 1 had a 3.4% and 2.7% share of demand respectively in Spain.

• Although it concluded in 2021, La Casa de Papel, continued to captivate audiences in its home market. With 16.36 time the average series demand in 2022 it was the most in-demand Spanish series in its home market.
• In-demand local series like 30 Monedas (14.97x) and Pátria (14.12x) helped HBO to achieve its largest demand share in Spain of markets covered in this report.
• Tuzak, a Turkish drama, found success in Spain this year where it had 7.18 times the demand of the average series. This is just one of a wave of Turkish series that have been winning audiences over in Spanish speaking markets in recent years.

Top series in Spain

Here are the top 20 most in-demand series in 2022 in Spain across all platforms:

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2022 Insights - Half Year

Spain SVOD platform market demand share, genre trends, whitespace opportunities, and top shows for the first half of 2022: Netflix, Disney+, Amazon Prime Video, HBO Max, and Apple TV+: This section of the Parrot Analytics MIP Cancun 2022 Whitepaper explores content trends across Spain for the first half of 2022.

We reveal the market’s SVOD demand share by original platform for digital originals and also present our findings on the genre preferences of audiences here, the whitespace opportunities, and the top 20 overall most in-demand series across all platforms.

Which platform’s originals are most in-demand in Spain?

• Netflix still manages to keep a market-leading share of demand for originals in Spain, even though the demand for Netflix’s original content has dropped from more than 50.0% in 2020 to 40.2% in 2022.
• Movistar+ manages to still hold a considerable share of demand for its content in Spain,
  despite fierce competition from Disney+ and Amazon Prime Video, platforms that
  have been growing in the country.

• In Spain, the local platform Movistar+ has a respectable share of demand for originals, 9.1%, behind of only Netflix, Amazon Prime Video, and Disney+.

• As a result of the considerable demand for local content, demand for foreign platforms is smaller in the country. Disney+ and HBO Max have smaller demand shares in Spain than in the LATAM countries in this report, 9.4% and 8.2%.

How do Spain Genre Preferences compare to the Global Average?

• There are some differences between Spain and the other countries in this report when it comes to genre demand. Spanish audiences have a predilection for dramatic shows. The drama genre has a higher demand share in this country than in any other from this report.

• Animation is less popular in Spain than in the other analyzed countries. This genre is 26.8% less in demand in Spain than globally.

Where are there whitespace opportunities to satisfy demand in Spain?

• In Spain, superhero shows have lower demand than in the LATAM countries analyzed in this report. Even so, this microgenre is still very under-supplied in Spain.
• Contrary to most LATAM countries, soap operas have average demand in Spain. Suspense shows appear as a whitespace opportunity in Spain, with above the average microgenre demand but fewer than half of the titles.

Top Series in Spain

Here are the top 20 most in-demand series for the first half of the year in Spain across all platforms and networks:

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2021 Insights - Full Year

The leading SVOD platforms in Spain 2021: Netflix, Movistar+, Amazon Prime Video, Disney+, Apple TV+ and more. Presented below is the section for Spain from The Global Television Demand Report. Enjoy!

Please subscribe to DEMAND360^LITE to access the latest version of The Global Television Demand Report and to discover the latest content analytics and trends for TV series on cable, broadcast, OTT and SVOD streaming platforms around the world.

Spain digital original genre and subgenre preferences

• Spain was the most drama-loving market in this report, with a 55.1% share of demand for digital original dramas in 2021. This is well above the global share of demand for this genre–48.3%.
• The animation and children’s genres accounted for a smaller share of demand in Spain than in any other market in this report, with a 3.9% and 2.1% demand share respectively.
• Variety is a popular genre in Spain. While the genre’s 2.5% share of demand for digital originals is not huge, it is larger than in any of the other nine markets covered in this report.

• Seven of the ten most in-demand subgenres in Spain were drama subgenres. This is a greater number than in any other market in this report, which emphasizes how Spain was the most drama-loving market.
• Superhero series performed significantly worse in Spain compared to other markets. It was the 4th most in-demand subgenre in 2021, which is by far its lowest rank among markets covered in this report.
• Crime drama was the second most in-demand subgenre in Spain in 2021. This is the subgenre’s highest rank in this report. It was helped in particular by the success of local hit, La Casa de Papel this year.

Spain platform demand share and digital originals demand distribution

• The Spanish SVOD market is unique due to the strong position of local content from Movistar+. With a 12.9% demand share in 2021 it is behind only Netflix in its home market. The platform has lost demand share over the past year to competition from other platforms. In 2020, its originals accounted for 15.4% of demand in Spain.
• A crowded competitive field has squeezed the demand share of many platforms. Hulu, Disney+, and HBO Max each have the lowest demand share in Spain of all markets in this report.
• Amazon Prime Video finished the year strong in Spain, growing its demand to 10.6% in December on the strength of its new series, The Wheel of Time.

• While La Casa de Papel, has been a global hit for years now, it remains popular in its home market where it was the most in-demand digital original for the year with 21.49 times the average series demand.
• Two Spanish language Amazon originals have done well in Spain. El Cid ranked as the 5th most in demand original series this year. Fernando, a biographical documentary about a Spanish F1 driver has also captured audience attention in Spain.
• ATRESPlayer has had success adapting the Drag Race franchise for the Spanish market. Drag Race España had 6.34 times the average series demand for the year in Spain.

Spain platform demand share for drama and action/adventure digital originals

• High demand for dramas from Movistar+ in the Spanish market has increased competition here. However, the incumbency advantage of Movistar+ has been eroded this year. Its share of demand for original dramas was 11.3% in 2021, down from 13.3% in 2020.
• In particular, the demand shares of Apple TV+ and Hulu dramas have been squeezed in Spain. With a 5.9% and 7.2% share of demand respectively, these platforms had a smaller share of demand for dramas in Spain than in any other market in this report.
• Movistar+ is not the only local success story in this market. Demand for original dramas from ATRESPlayer accounted for a 2.4% share this year.

• Amazon Prime Video’s action/adventure originals succeeded in Spain this year. In 2021, 12.2% of demand for action/adventure originals was for an Amazon Prime Video series–a larger share of demand for the platform’s originals than in any other market in this report.
• Despite Amazon Prime Video’s success in Spain. Netflix had a share of demand in the genre more than twice that of Amazon Prime Video (25.4% vs. 12.2%).
• The relatively low demand for superhero series in Spain has weighed on HBO Max, whose action/adventure originals are almost exclusively DC Universe series. The platform’s 11.1% share of demand in the genre wasthe second smallest in this report.

Top digital original series in Spain

Here are the top 20 most in-demand streaming original series in 2021 across all platforms:

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2021 Insights - Q2

Spain streaming market share analysis Q2 2021: Netflix, Movistar+, Amazon Prime Video, Disney+, Hulu and more: Wondering who is winning in the streaming wars in Spain in Q2, 2021? Presented below is the section for Spain from The Global Television Demand Report. Enjoy!

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Spain Digital Original Genre and Subgenre Preference

• Spanish audiences gave 55.4% of demand for digital originals to a drama series in Q2 2021. This is the second highest share of demand for this genre in this report, only slightly behind Russia.
• Spaniards also have above an above average share of demand for the comedy (15.8%) and variety (2.8%) genres. Demand for these genres has been boosted by content offerings from local platforms.
• The action/adventure (12.1%), animation (3.9%), and children (2.2%) genres have below average demand in Spain. Notably the share of demand for animation is the lowest of markets in this report.

• The thriller subgenre is the second most in-demand digital original subgenre in Spain for Q2 2021. This is a higher rank for this subgenre than in any other market in this report.
• Mystery drama ranked higher in Spain than in any other market in this report and Spain was the only market where the life story subgenre was among the 10 most in-demand subgenres.
• As a result of the popularity of multiple drama subgenres, superhero series ranked lower in Spain (#4) than in any of the markets we looked at this quarter.

Spain Platform Demand Share and Digital Originals Demand Distribution

• The Spanish SVOD market is unique due to the strong position of local content from Movistar+. With a 14.0% demand share in Q2 2021 it trails only Netflix in its home market.
• Competition from Movistar+ has put pressure on the demand shares of other platforms. Amazon Prime Video, Netflix, HBO Max, and Paramount+ each have a share of demand in Spain below their global share.
• Despite competitive headwinds in this market, Apple TV+ (5.6%) and Hulu (5.8%) have a slightly larger share of demand for their originals here than they do globally–5.4% and 5.6% respectively.

• Stranger Things was the most in-demand digital original series in Spain in Q2 2021. it had 22.3 times the average series demand.
• Hierro, from Movistar+, was the platform’s most in-demand original series in Spain this quarter. It had 12.9 times the average series demand. Not only was this series a success in Spain, 7 of the top 20 digital originals here were from Movistar+.
• While Movistar+ has the largest demand share of a local platform, ATRESPlayer had the most in-demand digital original from a Spanish platform. Veneno was the 7th most in-demand digital original in Spain. Despite last releasing episodes in 2020 it had 14.1 times the average series demand.

Spain Platform Demand Share for Drama & Action/Adventure Digital Originals

• Two local platforms have carved out respectable shares of demand for their original dramas in Spain. Movistar+ attracted 12.1% of demand for drama originals while ATRESPlayer accounted fora 2.5% share here.
• Despite the presence of a major local OTT platform, Netflix has a majority of demand for drama originals in Spain and a larger share than several other markets in this report. Netflix is likely well positioned to defend against Movistar+ in Spain because it has invested in many Spanish language originals of its own.
• The share of demand for Amazon Prime Video’s dramas seems to have struggled the most in the face of local competition here. Its 9.2% share of demand for drama originals in Spain was the lowest of markets in this report.

• In Spain, 43.4% of demand for action/adventure originals was for a Disney+ series in Q2 2021. This is above its global share of demand int his genre–34.2%.
• Although Disney+ has an above average share of demand this quarter, it has fallen from its peak of 45.5% in April.
• The share of demand for HBO Max original action/adventure series (8.8%) is well below the global share of demand for HBO Max series in this genre (11.5%).

Top Digital Original Series in Spain

Here are the top 20 most in-demand streaming original series in Q2 2021 across all platforms in Spain:

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2020 Insights - Full Year

Spain streaming market share analysis 2020: Netflix, Moviestar+, Amazon Prime Video, Hulu, Disney+ and more. Presented below is the section for Spain from The Global Television Demand Report. Enjoy!

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Spain digital original genre and subgenre preferences

• The drama genre captured a majority of Spanish demand in 2020. With a 54.0% demand share, Spain was the second most drama dominated market in this report.
• Of markets in this report, Spanish audiences had the highest demand share for digital original variety series (2.7%) and an above average demand share for digital original comedy series (17.2%).
• Spanish audiences expressed the lowest share of demand for animation (3.2%), children’s (2.6%), and reality (1.2%) original series of the markets in this report.

• The Spanish taste for drama is apparent in this ranking where the top two subgenres are drama subgenres. However, crime drama and sci-fi drama have swapped positions from 2019 when sci-fi drama was the most in-demand subgenre.
• Superhero series were far less popular in the Spanish market than in other markets. It was the 5th most in-demand subgenre in Spain for 2020, but was no lower than third most in-demand in any other market in this report.
• Mystery drama was the 8th most in-demand and Thriller was the 4th most in-demand subgenre in Spain for 2020. These are a higher rank than either achieved in any other market.

Spain platform demand share and digital originals demand distribution

• The Spanish SVOD market is unique due to the strong position of local content from Movistar+. With a 15.4% demand share in 2020 it trails only Netflix in its home market. This is strong growth for the platform from last year when it only had an 8.9% demand share.
• Competition from Movistar+ has put pressure on the demand shares of other platforms. Hulu, Disney+, Apple TV+, and HBO Max each have the lowest demand share in Spain of all markets in this report.
• Netflix’s 10% decline in share over two months that began in September 2020 doesn’t appear to be driven by any one platform gaining share. It was likely due to weak demand for Netflix originals in Spain at this time, as all other platforms gained share.

• As with most markets we are reporting on for 2020, The Mandalorian is the most in demand digital original series for the year in Spain. It registered 24.3 times the demand of the average series here.
• Six of the top twenty digital originals for the year in Spain are from Movistar+, a better result for the Spanish SVOD than last year when only 4 of its originals made it into the top 20. El Embarcadero attracted some of the highest demand, 12.7 times the average series.
• ATRESPlayer had the most in-demand digital original from a Spanish platform. La Valla was the 5th most in-demand digital original in Spain. The series, originally released in January, is about a dystopian future in a pandemic ravaged world. It would be hard to imagine a more fitting release date.

Spain platform demand share for drama and action/adventure digital originals

• Movistar+ has impressively grown its demand share for drama originals in Spain. Last year its originals accounted for 8.2% of this demand but that has grown to 13.3% this year.
• Movistar+’s growth has squeezed all other platforms in Spain. Netflix, Prime Video, Hulu, and CBS All Access have all lost demand share for drama from 2019, while Apple TV+ has the smallest drama original demand share in Spain of any market in this report.
• Despite the presence of a major local OTT platform, Netflix has a majority of demand for drama originals in Spain and a larger share than in several other markets. Netflix is likely well positioned to defend against Movistar+ in Spain because it has invested in many Spanish language originals of its own.

• With a 36.7% share, Netflix achieved its highest share of demand for action/adventure originals jointly in Spain and Italy.
• Spanish audiences expressed 8.4% of demand for an action/adventure digital original for an HBO Max original. This is the platform’s lowest share in this category compared to other markets in this report. This is likely driven by a notably lower demand in Spain for Superhero series. That subgenre ranked lower here than in any other market
• Netflix had a noticeably precipitous drop in its demand share for action/adventure originals at the end of the year in Spain. It fell from a high of 51.7% in August to an all time low of 26.8% in November.

Top digital original series in Spain

Here are the top 20 most in-demand streaming original series in 2020 across all platforms:

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2020 Insights - Q2

Parrot Analytics Genre Trend reports reveal which genres and subgenres appealed to a market's audiences the most during the quarter.

The key questions investigated in this report include:

1. Which genres are most in-demand for Spanish audiences this quarter?

2. How do genre trends in Spain compare to global trends for the quarter?

3. Which subgenres are most in-demand for Spanish audiences this quarter?

4. For only digital original series, what genres are most demanded by Spanish audiences this quarter and how is this different to the overall shares?

For all titles, which genres are Spanish audiences demanding most?

• In Spain, drama series account for exactly half of all expressed demand between April and June 2020. The most in-demand drama for these months is HBO’s Game Of Thrones.

• Comedy is the second most demanded type of series with a 15.2% share of Spanish demand. The most in-demand comedy is Showtime’s Shameless.

• Variety series have a 4.0% share among audiences in Spain with the most demanded of these titles being Cuatro’s El Hormiguero.

How do Genre Demand Shares in Spain compare to global trends?

• Compared to global average demand shares, the drama genre is more demanded in Spain. The Spanish drama share for this period of 50.0% is 6.4% larger than the genre’s global average demand share.

• Series in the variety (0.3%), horror (0.3%) and factual (0.2%) genres also have shares in Spain higher than the global average.

• The genres that appeal to Spanish audiences least when compared to world audiences are reality, (-2.9%) and animation (-1.7%).

• The demand share for action and adventure series in Spain is the same as the global share for this period.

For all titles, which subgenres are Spanish audiences demanding most?

• Crime drama is the most demanded subgenre in Spain, accounting for 11.9% of all expressed demand between April and June. Crime drama is also the most in-demand subgenre globally.

• Spain’s above-average demand share for drama series is shown here as five of the most demanded subgenres are drama subgenres. This includes the 7th most demanded subgenre, telenovela. Amar Es Para Siempre from TVE is the most in-demand telenovela series in these months.

• Spain’s lower than average share for the animation genre is perhaps explained by lower audience attention for the anime subgenre. Globally, anime is one of the top ten subgenres, but it only reaches 12th in Spain.

For digital original titles, which genres are Spanish audiences demanding most?

• In the Spanish digital original market, dramas take an even larger share of audience attention. The 52.7% demand share is 2.7% higher than overall market share for drama series. Netflix’s La Casa De Papel is the most in-demand drama original for these three months.

• The digital original action & adventure series demand share of 13.5% is nearly double the overall demand share for the same genre, 7.5%.

• SVOD platforms have unrealised potential in the Spanish children’s content space. Children’s series account for 3.5% of digital original demand against 6.7% of overall demand. This difference is especially significant given the generally higher demand for children’s content during these 3 months due to COVID-19 lockdowns.

This report is intended as a high-level overview of genre trends in this market. To access more granular genre demand trends for specific platforms, types of titles, timeframes and more, contact your Parrot Analytics representative.

Need more information? Check out our daily updated TV series popularity data for Spain.