DTT in Spain is increasingly losing audience numbers to pay-TV. In 2017, DTT had an average audience share of 77.1 per cent, down 2 per cent on one year earlier. Last month, its reach fell even more to 75.9 per cent.
By contrast, pay-TV, with 6.6 million subscribers, had an average audience share of 22.3 per cent in 2017 with last month reaching 24.1 per cent, according to data from Kantar Media and Barlovento Comunicación. Telefónica, Orange and Vodafone pulled in an average 10.8 per cent in April, more than FTA pubcaster La 1; cable companies had 9.9 per cent, satellite pay TV 2.9 per cent and OTT services 0.4 per cent.
Even though DTT is losing stature, the terrestrial system still dominates the TV distribution in Spain in contrast to the rest of Europe where DTH leads the markets.
In Spain DTT penetration is highest in regions like Castilla-La Mancha with 83.7 per cent, Castilla-Leon with 82.5 per cent and Catalonia with 82.2 per cent. The lowest penetration is in the Basque Country with 64.5 per cent and Asturias with 56.4 per cent, above all due to the cable penetration.