The media economy in Spain is undergoing an unprecedented transformation, marked by the accelerated growth of digital services and market concentration, according to the report Communication, media and internet concentration in Spain, 2019-2022 , which reveals a total increase of 6.04% in the media and telecommunications industry and a decrease in the traditional media sectors.
The report on media and internet concentration in Spain, which is part of the Global Media International Project (GMICP) research project, is led by Jessica Izquierdo Castillo, professor at the Universitat Jaume I in Castelló, and includes the participation of professor Juan Carlos Miguel de Bustos from the University of the Basque Country and researcher Raquel Adanero from the UJI.
Digitisation and the rise of on-demand content
Online video services have experienced growth of 189.1% during the period from 2019 to 2022. Others such as digital advertising (+49.5%), video games (+36%) and online music (+24.2%) also contribute to the growth of the digital economy. Users' preference for on-demand content has redefined the market, consolidating the position of the giants Netflix, Amazon Prime Video and Disney+.
By contrast, the traditional telecommunications sectors have lost ground: revenues from wireless services fell by 11.7%, while those from fixed lines fell by 28.7%. The only exception within this segment is the growth of internet providers (12.4%), driven by the demand for faster fibre optic connections. This telecommunications market continues to be dominated by Telefónica, Orange, Vodafone and MásMóvil. The merger of the latter two in 2024 has reshaped competition and reinforced concentration in the sector.
An increasingly concentrated market
Despite digital diversification, the report warns that market concentration remains high in key sectors. Linear television, although undergoing transformation, maintains an oligopoly led by Mediaset, Atresmedia and Radiotelevisión Española. In the press, the groups Vocento, Unidad Editorial and Prisa dominate the market, while radio is concentrated around Prisa (Cadena SER) and Ábside Media (COPE).
In the internet sector, the tech giants Google and Meta continue to accumulate the greatest concentration of power in the key areas of digital advertising and social networks.
Challenges and opportunities
Researchers emphasise that this concentration poses challenges for competition and media diversity, which requires a response from regulators to market imbalances. The future of the Spanish media and internet industry will depend on its ability to balance innovation and competition, in a way that guarantees a diverse and sustainable ecosystem in the digital age.
