• Spain leads in podcast consumption in Europe (45%), Facebook and Twitter slow down its use as a news channel and TikTok becomes an information reference among 20% of people under 35 years of age.

• Payment for digital news reaches its historical peak in Spain (13.3%) and more than half of Spanish subscribers pay for two or more media (52%).

GENERAL OVERVIEW

The data of the Digital News Report Spain 2023 offers a very dynamic and fragmented panorama of information consumption, in which trends that had already been glimpsed in previous years are consolidated, some not too favorable for the sector and others full of opportunities. Perhaps the main idea underlying the whole of this report is that we cannot speak of a single audience, but of multiple audiences, each with different characteristics, a response to different sociodemographic and generational situations and, above all, different attitudes towards information.

This year's edition is based on three indicators that summarize to a large extent the way in which Spaniards interact with the news: interest in information, Degree of credibility in the news, and the critical perception of journalism.

As detailed in the following pages, the Spanish market is characterized by a worrisome growth in disinterest in the disinterest in information (see graph). If in 2015 85% of respondents declared themselves totally or very interested in news, that figure has dropped in 2023 to 51%, which could be related to a certain information saturation, distrust of news or the perception that news is negative or stressful, and a shift towards consumption habits of new, more condensed and summarized formats.

Secondly, the loss of confidence trust seems to have found no ground and the issue of people who regularly distrust the news (40%) is higher than those who do trust it (33%). However, the fact that respondents trust more the news they usually consult than news in general suggests that a certain third-person effect is taking place: there is a tendency to underestimate as unreliable all media except those that one uses.

If we combine informative interest and trust, we observe a worrying increase in the percentage of informative ninis, i.e., those people who are neither interested in the news nor usually trust them. In 2023, this group is the most numerous and represents 37% of the population. In contrast, 22% of those surveyed say they are very interested and trust the news.

With all these figures, it is not surprising that the social perception of journalism is very critical: 57% of Spaniards regularly hear negative criticism of the profession, both in their close social or family environment (48%) and from politicians (42%) or from other journalists or the media (40%).

The combination of the indicators (disinterest, distrust and critical perception) can explain to a large extent the main change that is taking place in the habits of information consumption in Spain: the reduction of time, sources and brands used to be informed and the increase of indifference or apathy towards the news.

As can be seen in the previous graph, the frequency of frequency with which Spaniards inform themselves has slowly but progressively decreased since 2018. That year, 57% of respondents consulted the news several times a day; in 2023 that percentage is 53%.

Secondly, the consumption of information has declined or stagnated, both in traditional and digital media. Not even the use of social networks is growing, which leave compared to 2022. Thus, despite its continued loss of audience, TV resists the push of social networks and is still the most used medium (56%) and favorite for information (37%). source Taken as a whole, traditional non-digital media (television, press and radio) continue to be the main source of information for Spaniards (53%), compared to digital media (47%).

It is not surprising, therefore, that we are witnessing a progressive reduction in the issue of brands used by Spaniards to inform themselves on a daily basis. If 81% of the population in 2016 habitually resorted to five or more media for information, that percentage has decreased in 2023 to 55%. In other words, more and more people are informed by fewer bra nds. This reduction in theper diem expenses informative may reflect a consolidation of journalistic brands from reference letter and a preference for more specialized or trusted news sources.

Finally, and more worryingly, the percentage of Spaniards who do not use any information source has increased very significantly and has risen from 1% in 2016 to 7% in 2023. Likewise, a good issue of respondents have opted to often or sometimes avoid the news from the news and deliberately avoid them (29%), either indiscriminately or selectively, avoiding certain topics (especially relevant issues or hard news), reducing the frequency of consumption, shunning certain sources of information or prioritizing other non-informative activities.

Faced with this apathy or Withdrawal to information, a large part of the audience -particularly the new generations- has opted to seek and select alternative ways of being informed, through formats and channels other than the traditional ones. This would explain the boom in listening to the podcast in Spain, one of the countries in the world where this medium of communication enjoys enormous popularity (45%), and the rise of the social networks as an informative channel (39%), especially among younger groups: Facebook (30%) and WhatsApp (27%) continue to lead the informative use of social networks, but lose steam compared to Instagram (21%), YouTube (21%) or Twitter (18%).

Likewise, in the face of this more alternative consumption, part of the audience continues to bet on traditional journalistic brands and the most consolidated digital native media, which continue to lead both the use and preferences of the majority of audiences. audiencesand which have seen their credibility recover in the last year. Thus, 50% of respondents continue to access information through the brand, compared to 39% who do so through social networks or 22% who use search engines.

Within the journalistic brands, it is important to highlight the strength of local and regional media and the weakness of public media. public media. As regards the former, they are the most credible of all the media analyzed in the study and the most immune to information indifference. In fact, local information is the one that best resists information apathy and only 7% of those who avoid news shy away from local information. On the other hand, only 45% of Spaniards consider the public media to be relevant for society, thirteen points below the average of the nineteen countries where this question was analyzed.

Lastly, there is a significant audience that has opted for exclusive and differentiated information and is willing to pay pay for it: 13.3% of respondents paid last year for digital news, especially in the form of subscriptions. This is the highest figure since 2014, when this study began to be elaborated. And not only do they pay more, but those who do so subscribe to more media: 52% pay for two or more news services, which places Spain among the countries with the highest average number of subscriptions per subscriber.

These data do not camouflage the reality that the majority is not willing to pay, but suggest that there is a small percentage that is willing to do so, motivated by reading or following specific journalists, quality information and by promotions and commercial offers. Moreover, even printed information seems to resist, and the existence of a 25% of irreducible who declared having bought printed products (either newspapers or magazines) in the week prior to the survey survey.

In addition to these general trends, this year's report devotes a special chapter to the way Spaniards inform themselves about economic issues. economic and financial and financial matters. All of data suggests that, despite the enormous impact that the increase in inflation has had on the Spanish population, the majority turn to the general media and their immediate environment to stay informed about economic news. However, the majority neither understand economic information nor know how to apply it to their daily lives.

MAIN TRENDS

INTEREST, TRUST AND CRITICISM OF JOURNALISM

INTEREST | Half of the respondents are totally or very interested in the news (51%).

The study reflects a growing indifference towards news in Spain, adding to the loss of trust and reduction in the issue of regularly used news sources. In 2023 only 51% of respondents claim to be extremely or very interested in news, representing a significant decrease from 2018, when this percentage reached 83%. In parallel, those little or not at all interested in news have experienced an increase B, from 1% in 2018 to 13% in 2023. This trend contrasts with the phase prior to 2018, when a growth in interest in news was observed, reaching a peak of 85% in 2015 and remaining high until 2018, while those little or not at all interested remained at low percentages, between 1% and 4%.

In Spain, interest in news varies according to age, gender, socioeconomic level and political orientation. According to data of 2023, a greater interest in news is observed among people over 45 years of age and men. In particular, men over 65 show the highest interest in news (80%). Moreover, there is a positive relationship between the level of income and Education and interest in news. Finally, there is evidence of a link between interest in politics and interest in news. In contrast, young people and people with a lower socioeconomic level or with no defined political inclination tend to show less interest in the news.

Interest in positive news, constructive journalism and the latest news is significant among Spaniards, especially among those with high economic and cultural qualifications. The majority of respondents are interested in positive news (64%), surpassing average of 46 countries by 12 percentage points. This trend is strongest among women aged 45 and older. News that proposes solutions rather than just presenting problems also generates considerable interest (57%). Likewise, news that helps to understand complex issues is attractive to 52% of Spaniards. The latest updates on the big news of the day appeal to 50% of Internet users, while less than half are interested in news that investigates crimes or abuses of power (45%) and news that reflects people similar to themselves (43%).

TRUST | Mistrust in the news increases (40%) but credibility of Spanish journalistic brands recovers

According to survey of 2023, the distrust in news among Spaniards peaks at 40%, while trust stagnates at 33%. From 2018 to 2023, trust in news has experienced a decline, partly due to the influence of terms such as "fake news" and social and political polarization. Lack of trust in news has become widespread among all ages, especially those aged 35-44, and is also present in individuals with higher Degree from Education. At the ideological level, leftists show the lowest percentage of trust. In international comparison, Spain is below average in trust and has one of the highest percentages of distrust in Europe.

After the decline in 2022, trust in Spanish newspaper brands has seen a partial recovery in 2023, with an average increase of 3.9 percentage points. Overall, most of these brands have seen an increase in the percentage of users who trust them. Among the most notable increases were COPE and regional or local dailies, up 6 percentage points, as well as Cadena SER and Antena 3, with increases of 4.8 and 4.4 points respectively. However, La Sexta did not experience a significant change. When examining net trust, regional or local newspapers, Antena 3, and RTVE and Cadena SER have the largest positive differences between trusting and distrusting users. On the other hand, the brands with the smallest difference, even negative, are Okdiario and Telecinco. At summary, 2023 marks a recovery of trust in journalistic brands, although the level varies among the different brands.

The typology of the Spanish population in relation to trust and interest in the news has undergone significant changes in the last three years. Currently, the largest group (37%) is made up of the so-called "ninis", those who declare that they have no interest or confidence in the news. On the other hand, there has been a decline B in the proportion of people who are interested in the news but do not trust it, falling from 38% to 30%. Similarly, the number of individuals very interested in and trusting of information has declined, falling from 29% to 22%. However, there has been an increase in the percentage of individuals not interested but trusting the news, rising from 7% to 11%. These trends underscore a general decline in interest and trust in news and a growth in cautious attitudes toward information in Spain.

Spain is positioned as one of the countries with the greatest concern about online hoaxes , ranking 11th out of 46 markets surveyed, with 64% of respondents expressing such concern. This places it as the third most concerned European country, behind Portugal and the United Kingdom. Although concern has decreased slightly since 2018, two-thirds of respondents still express concern, indicating that information hoaxes continue to be a relevant issue. In parallel, a modest increase has been detected in those who remain neutral to this problem, which could suggest a growing indifference or resignation to the saturation of online disinformation. The percentage of those who show no concern remains constant, suggesting a segment of users who feel safe in the face of disinformation or are not significantly exposed to it.

CRITICISM OF JOURNALISM | 57% of online news users in Spain often hear criticism of journalists

Criticism of journalism is frequent among Spanish Internet users. According to those surveyed, 57% of them are exposed to criticism of journalists or the media very frequently or quite frequently. Young adults (under 24) experience this exhibition to a greater extent than those over 65. In political terms, people from the political extremes are more exposed to such criticism, particularly voters of Unidas Podemos and Vox.

Analyzing the sources of criticism, most of them come from the close circle (48%), followed by politicians (42%) and other journalists or media (40%). Although there are no significant differences by gender, there are discrepancies by age. Young people tend to receive criticism from their close circle, while older people tend to hear it from politicians. In terms of political membership , Ciudadanos, Unidas Podemos and Vox voters receive most criticism from their close circle and the political sphere.

INFORMATION EVASION, INFORMATION SOURCES, JOURNALISTIC BRANDS AND PUBLIC MEDIA

NEWS AVOIDANCE | Only 7% of Internet users who avoid news reject local information

64% of Spanish respondents actively avoid the news often, sometimes or occasionally, a figure that is down 5 percentage points from the previous year and below the international average (66%). Only 30% of respondents in Spain never avoid the news, a figure in line with the global average (28%).

A clear patron saint of news avoidance is observed among the population under 45 years of age, with 68% avoiding news in some way. This internship is especially prominent among women aged 45 to 54 (74%). However, deliberate news avoidance decreases in the 35-44 (69%) and 18-24 (65%) age groups.

Disinterest in news is also correlated with economic and educational factors, being more common among low-income Internet users and Education leave . There is also a B rightward political leaning in those who actively avoid the news (67%).

In terms of specific news avoidance behaviors, the most common include reducing the frequency of access (49%) and avoiding certain sources (46%). In this context, 52% of Spanish respondents who are not interested in news practice indiscriminate avoidance of sources, while 47% of those extremely or very interested in news practice selective avoidance, reducing the frequency of access and avoiding certain topics.

Types of information evasion

The most widespread forms of news avoidance are the avoidance of certain current affairs (31%) or certain news sources (26%). Twenty-five percent choose to reduce the regularity of their media enquiry while 23% of respondents prefer to prioritize non-news activities and 22% tend to ignore, fast forward or change channels when encountering news.

On a less pronounced level, 19% avoid news at specific times of the day, such as when waking up or before going to sleep. Seventeen percent have opted to turn off or reduce news-related notifications on their mobile devices and, finally, 10% avoid situations or places where news may arise.

Avoided topics

The majority of news avoiders (86%) mainly avoid "hard news". In Spain, national politics (39%), the war in Ukraine (34%) and business, finance and Economics (27%) are the most avoided topics. Local information, on the other hand, is avoided by a fairly small percentage of the population (7%), demonstrating a sustained interest in local news.

Some 58% of respondents avoid "light news" or "soft news," with entertainment (32%), sports (23%) and lifestyle (15%) leading the list. It is B that avoidance is accentuated by gender, age, educational and political interest, which is reflected in the diversity of specific topics that each group demographic tends to avoid.

NEWS SOURCES | Consumption of news in digital media decreases and use of traditional offline sources stabilizes

Multiple use of information sources

Despite a decrease of three percentage points, television continues to be the most popular medium for information, with 56% of users. It is followed in second place by social networks, although its use as an informative source is down six points from the previous year (from 56% to 50%). However, there are generational differences: those under 44 years of age use social networks more as the first source for news (56%), while those over 44 prefer television (43%).

Overall, news consumption in digital media fell from 79% in 2022 to 74% in 2023, mainly due to a drop in the use of newspaper websites and apps (their use falls from 35% to 30% of respondents) while traditional offline media maintained their audience at 69%, largely due to the absence of changes in newspaper and radio audience figures.

source main or favorite source of information

Despite the decline in the use of online media, television remains the preferred medium for the majority of respondents (37%), with social networks in second place (24%). Among those over 45 years of age, television is the main news source , while those under that age prefer social networks.

The drop in online media consumption and the slight recovery of traditional non-digital media was reflected in respondents' preferences. In general, traditional non-digital media are more preferred for news (53%) than digital media (47%).

NEWSPAPER BRANDS | issue of brands used by Spaniards to stay informed is reduced.

The data of Spaniards' use of news brands from 2016 to 2023 reveals a trend of increasing concentration and disconnection. An increasing percentage of Spaniards do not use any informative source , with an increase from 1% in 2016 to 7% in 2023, which may indicate disinterest in news, distrust in the media, or both.

In addition, the Spanish population has reduced the issue of media brands it uses for information. In 2016, 6% of Spaniards were informed by 1 or 2 brands, while in 2023 this percentage increased to 19%. On the other hand, the group that uses more than 5 information sources has decreased from 81% in 2016 to 55% in 2023.

The behavior of the most interested readers is similar, regardless of the nature of the medium. Digital news users in Spain show a preference for digital editions of newspapers/magazines, and men tend to be more informed than women in all forms of digital media. A reduction in the consumption of online media by the over-65 age group has been observed.

AUDIENCE | 20 Minutos overtakes El País in the leadership of digital audience in Spain

The data shows a redistribution of leadership in digital news media in Spain, with El País and 20 Minutos sharing first place with 15% of the weekly audience. While El País sample shows a downward trend in its audience, 20 Minutos experiences a recovery and for the first time in the decade that the study has been carried out in Spain, a free digital media obtains the largest weekly online audience.

Four media, including a local newspaper, El Mundo, Antena 3 and OKDiario.com, share second place. All these media (except OKDiario) stand out for their good user loyalty: more than half or more of their readers visit them at least three times a week.

The digital native media (Eldiario.es, El Confidencial, OKDiario) have managed to establish themselves among the media with the largest weekly digital audience. However, they have room for improvement in terms of reader loyalty: less than half of them enquiry at least three times a week.

As for non-digital media, television channels continue to be the most popular among the audience, especially Antena 3, which not only leads with 42% weekly audience share but also enjoys the highest loyalty Degree : 66% of its viewers frequent the channel at least three times a week.

Despite the general downward trend in print media readership, El País remains the leader in this category, although it is facing a continuous deterioration in its consumption levels.

In terms of the combination of offline, dual and online audiences, Antena 3 maintains its leadership position with a 45% audience share. The report also highlights the predominance of digital audiences for national news brands.

PUBLIC MEDIA | 45% of Spanish Internet users believe that public media are important for society

The study reveals different perceptions about the importance of public media in Spain among adult Internet users. Forty percent consider these media essential, with a slightly higher proportion of men (41%) than women (38%). Those over 45 years old value these media more (43%) compared to those under 44 years old (35%). In contrast, 25% see no relevance in public media, mainly among men and in the 25-34, 35-44 and over-65 age groups.

In addition, there is a correlation between income level and Education with the evaluation of public media. Internet users with higher income and programs of study are more likely to consider these media as important (46% and 43% respectively). Also, those who frequently access online news (45%) and those interested in news in general (43%) give greater relevance to public media.

From an ideological perspective, users on the left consider the importance of public media to be greater (50%) than those on the center and right. However, there is significant indifference (42%) among those who could not or did not want to place themselves in any ideological position.

ACCESS TO NEWS: DEVICES, ITINERARIES, AGGREGATORS, SOCIAL NETWORKS AND PARTICIPATION

DEVICES | The cell phone is the most used device to consult digital news (67%), well ahead of the computer (33%) and smart TV (30%).

The device most used to consume digital news continues to be the smartphone, with 67% of Internet users, followed by the computer with 33%. The adoption of cell phones for this purpose is more pronounced in the 35-44 (68%) and 55-64 (69%) age groups than among 18-24 year olds (59%).

The computer has lost three percentage points in the last year, although it is still the second device. Information use is significantly higher among those over 45 years of age (35%), and also among men (40%), compared to women (27%).

The smart TV is gaining ground as an information device, with 30% usage, approaching that of the computer. This use is significantly higher among those over 45 years of age (33%).

Although tablet use for online information is lower (18%), there is a significant difference in adoption by age, with 27% of Internet users over the age of 65 using this medium for online information.

The report also points to growth in the informational use of smart speakers, from 5% in 2022 to 8% in 2023, with a higher adoption rate among internet users aged 18-44 (10%).

ITINERARIOS | Only half of Spanish adults go directly to the media in search of news

Access to news on the Internet by Spanish adult users continues to evolve. By 2023, 50% of internet users access news directly through media brands, either by entering their web address, searching their name on Google, or through an app.

Algorithmic access to news, which includes social networks, news search engines and aggregators, sample a year-on-year decrease, from 62% to 58%, with 39% of users getting their news from social networks (down four percentage points year-on-year). Email newsletters and alerts stood at 12%, down three percentage points from the previous year.

Preferences in news access vary significantly by gender, age, income level and interest in news. Women and young adults prefer social networks, while those over 65 and those with higher incomes show a preference for direct media access. The level of interest in news is also correlated with the subject of access, with those most interested preferring direct media access.

AGGREGATORS | One in four Spanish Internet users say they use Google News, and one in five use Discover

News aggregation services in Spain are led by Google News and Google Discover, with 24% and 19% of use respectively. Other services such as Upday and Flipboard reach around 3%, while Menéame, News Republic and Feedly stand at 2%. However, 46% of users indicated that they do not use any of these aggregators.

Google News maintains consistent usage among all age groups, although it is more popular among men. On the other hand, Google Discover is especially popular among users aged 18-24, with 31% weekly usage.

In terms of frequency of use, there are no major differences by level of programs of study or income, but there are differences by interest in news. Google News is particularly popular among those with high incomes and who are informed several times a day. Interest in news also influences the choice of service, and it is Google News that is most popular among those who show a high interest.

PERSONALIZATION AND ALGORITHMS | Most are afraid of missing important information or opposing viewpoints because of news personalization.

According to the results, 56% of adults in Spain fear losing relevant information due to the personalization of news, while 50% worry about the lack of exhibition to contrary opinions. Although 36% of respondents agree with agreement that an algorithm selects news based on their previous consumption, only 30% approve of editors and journalists making such decisions. Only 20% of users agree agreement with news selection based on their friends' consumption.

These data raise questions about the role of journalists in the selection and prioritization of information, and their ability to provide a variety of topics and points of view. According to survey, there is a balance between those who support and oppose the mediating role of journalism in setting the diary information, which could indicate a significant skepticism regarding the fundamental editorial processes of journalistic organizations.

Regarding the acceptance of news selection based on the previous consumption of Username, this outperforms the choice publishing house professional, with 36% of agreement. However, news selection by algorithmic recommendation based on the behavior of Username contacts is rejected by twice as many respondents.

Adjustments to avoid algorithmic selection

The study also examines how often users try to change the news and information they see on online platforms. It found that 9% of respondents frequently adjust algorithm settings, while 29% do so often or sometimes. Approximately two-thirds of respondents (65%) indicated that they make adjustments at least occasionally.

Among the most common reasons for doing so are the search for more reliable information (43%), exhibition to more varied perspectives (38%), and the desire to receive more interesting news (32%).

SOCIAL NETWORKS | TikTok (10%) already accounts for half as much as Instagram (21%), YouTube (21%) or Twitter (18%) in news-related usage.

WhatsApp remains the most popular communication platform in Spain, with 79% of adults using it regularly and 27% using it to read, watch, find, comment or share news. However, Telegram has also gained popularity, and is used by 27% of the general population, above the average of 46 countries (16%) and only surpassed by Italy in the EU. This messaging platform sample has a very uneven geographical penetration, with low figures in the US (8%) and the UK (4%). Spain also stands out in the use of Telegram for news, with 8%, higher than the global 6%.

Facebook has suffered a decline B in Spain, with 58% usage for any purpose and 30% for news, reaching its lowest since the survey Digital News Report. In 2014, these figures were 74% and 50% respectively, and have been gradually declining.

Instagram, on the other hand, maintains its strength with 21% weekly usage for news in Spain, three points higher than the average of 46 countries, and 55% overall usage. YouTube also stands at 21% for news use in Spain, although its overall usage is 63%.

Twitter is another prominent platform in Spain, with 30% overall usage, and 18% weekly for news, figures that double or triple those of other EU countries. Unlike Instagram, Twitter sample a more masculine profile , with 20% of men and 16% of women using it for news. Acceptance on both platforms is higher among young people.

TikTok achieves a news usage of 10% in Spain, below the average of 46 countries, but its overall usage is 30%, four points above that average. TikTok is used more by women (33%) than by men (27%), although its use for news is more balanced. LinkedIn, meanwhile, has 12% overall usage but only 3% for news. Discord, with 5% overall usage, has only 1% news usage, while Twitch, with 8% overall usage, has a modest 1.5% news usage.

INFORMATION REFERENCES AND TOPICS ON SOCIAL NETWORKS | Ordinary people (44%) and alternative media and their journalists (35%) dominate as sources of information on TikTok.

The study also addresses the diversity of sources and topics on different social networks, including Twitter, Facebook, YouTube, Instagram and TikTok, used to access news. On Twitter, journalists and traditional media are the top sources of news, with 57% of users paying attention to them. Facebook, YouTube and Instagram also pick up a preference for traditional media and their professionals, but on TikTok, the most important news sources are ordinary people (44%) and social media personalities (39%).

News topics vary by platform, with national politics as topic most followed on Twitter, Facebook and YouTube, while Instagram and TikTok witness greater interest in fun news. In addition, the study highlights Instagram's role in Spain as source for entertainment and social justice news, equality and civil rights, and interest in sports on Twitter.

PARTICIPATION : 41% of adults share news, 19% comment on news, and 34% read comments from others.

The study sample found that 81% of adults in Spain with Internet access interact with the news in some way during a typical week. This participation varies according to age, income, level of Education and political position.

Instant messaging (30%) overtakes social networks (19%) and email (7%) as the preferred medium for sharing news. Users also discuss news with friends and acquaintances, with 39% doing so face-to-face and 15% via the Internet.

The research reveals significant differences in news interaction based on the political orientation of the Username. Those with clear political alignments are more likely to interact with news than those who cannot define their political position. This patron saint is visible in all activities, from sharing and commenting on news to talking about news and voting in online polls.

The study also sample that online engagement experiences around news are generally positive (30%) and far outweigh negative experiences (7%). However, when it comes to discussing politics, users tend to be more cautious online than in person. This trend is reflected globally, although Spanish users are slightly less cautious online than the global average.

FORMATS, PODCASTS AND VIDEO IN THE AGE OF PLATFORMS

INFORMATIVE FORMATS | Half of users prefer to read when getting information online, and those who choose to listen to online news grows to 14%.

The survey also evaluated audience preferences in terms of news consumption formats on the Internet. In 2023, there has been an increase in preference for the text format, with 51%, while the audiovisual format has dropped to 22%. The audio format has also grown, registering 14%, almost double that of 2020, and indecision between formats has increased from 5% to 13%.

Statistically significant differences are found in the preference for audio format, which is higher among men and young people under 35 years of age. The levels of programs of study and income also have an influence, and reading stands out in the middle and upper strata. Among people who consult news several times a day, reading is the most chosen modality , and among those who show less interest in news, there is greater indecision in the choice of format.

Access to news also varies according to the device used. Android and computer users prefer to read, while smart TV users are more likely to watch, and Apple device users are more likely to listen. In an international comparison, these data are close to the average of the 46 markets surveyed.

PÓDCAST CONSUMPTION | Podcast listening consolidates in Spain

The report of 2023 sample an B increase in podcast listening in Spain, which stands at 45%, four percentage points higher than in 2022, this being the highest percentage recorded since 2018. Spain stands out among the countries with the highest consumption of podcasts, surpassing the global average listening of 36%. In the country, men (51%) consume more podcasts than women (38%).

The penetration of podcasts is especially significant among 18 to 24 year olds, reaching 70%. In addition, 56% of adult Internet users up to the age of 44 are also listeners. However, interest decreases with age, with only 33% of Internet users over 55 listening to podcasts.

The report also highlights a direct relationship between podcast listening and variables such as income level, educational and frequency of enquiry of online news. In particular, a higher proportion of podcast listeners is observed among Internet users with high income and educational levels, and those with a strong interest in news.

Most listened topics in podcasts

Podcasts focused on specialized topics (18%) and lifestyle (16%) dominate the preferences of Internet users. Specialty topics include areas such as science and technology, Economics and business, media, health and history. Lifestyle podcasts cover a range of topics from food to literature, fashion, art, travel and leisure.

Current affairs, social affairs and events podcasts each have 14% of the audience, while sports podcasts maintain 8% of listeners.

There are some significant differences by gender: podcast consumption is higher in men (51%) than in women (38%), but women pay more attention to lifestyle podcasts.

By age, young people between 18 and 24 show a clear interest in all thematic categories, with higher audience percentages compared to other age groups.

The most popular platforms for listening to podcasts in Spain are Spotify (30%), YouTube (29%) and iVoox (16%). Spotify has experienced significant growth in recent years, while iVoox's audience has followed a downward trend. Google Podcasts maintains a 13% share.

Other platforms such as Audible, Podimo, Apple Podcasts, Pandora, Podium Podcast and TuneIn Radio register less than 10% usage.

Women use Spotify and Podimo more than men, and Spotify is the most popular platform among younger users.

VIDEO | 71% of Internet users watch news videos every week, most on social networks

The data reveals that 71% of Spanish adults connected to the Internet have watched news videos in the last week, and Spain stands out as the country in southern and western Europe with the highest consumption of news video, reaching 84% among adults up to 35 years of age and dropping to 64% after the age of 45.

The most popular platform for informational video consumption is YouTube (30%), followed by Facebook (27%) and Instagram (21%). Informational video consumption is more common among men (75%) than women (67%).

In addition, there are notable differences in the use of different platforms to inform themselves with videos according to gender and age: Twitch reaches 21% of consumption among men aged 18 to 24, and Twitter, TikTok and Instagram lead among women of the same age.

News video consumption is also related to the frequency with which news is consumed, the level of Education and interest in news. In terms of devices, iPad and iPhone users outperform average with 80-81% weekly news video consumption.

PAYMENT FOR NEWS

PAY FOR PRINTED NEWS | The irreducible of paying for printed news

27% of Spaniards reported having paid for print news in the week prior to survey. For the third consecutive year, this figure remains at around 25%. 

Despite the rise of digital news, there is still a group of consumers who prefer printed information. Of these consumers, profile sample found that those under the age of 45 tend to buy more print news than those over that age, with a particular preference for home subscriptions. Men are also more likely to buy print news than women.

Consumers of print news tend to be intensive and regular readers, with a high level of engagement with current affairs. Their behavior suggests that they value the experience of reading in print, although they also diversify their news sources and do not rely exclusively on digital. This group tends to prefer traditional formats, even while consuming digital news.

Those who rely more on social networks for news are less likely to buy print news. In addition, print news buyers tend to be engaged in news discussions, and maintain a strong commitment to their usual news sources. Although reliance on news can be leave, their high interest may motivate print news purchases.

PAY PER DIGITAL NEWS | Pay per digital news: more subscribers and more media outlets

In recent years, payment for digital news in Spain has experienced significant growth. Some 13.3% of Spaniards paid for digital news in 2022, which represents the highest percentage in the historical series, driven by the transition of the media towards subscription or donation models. With respect to the rest of the countries analyzed, the tendency to pay for digital news is higher in countries such as Sweden and Norway, with 33% and 39% respectively, and comparatively lower in countries such as the United Kingdom and Japan, where the percentage is 9%.

Spain has an interesting peculiarity: 52% of its subscribers pay for two or more media, and 26% subscribe to three or more news sources, higher than the average for other countries.

profile of subscribers

As for the sociodemographic profile of digital news consumers in Spain, there is a greater propensity to pay among young people aged 18 to 24 years, being this the group with the highest growth in this aspect in recent years. Likewise, a greater willingness to pay is observed among men, those with a high economic level and educational, and among those with greater confidence in the news and a marked interest in them and in politics.

In terms of news habits, those who pay for digital news tend to be frequent and intensive consumers of news, and show greater engagement with news, in terms of interaction and discussion. Although format is not a determining factor for payment, those users who use social networks as a secondary source of information source are more likely to pay for digital news.

Type of users, according to total paid (digital and/or printed news)

The data of 2023 shows a certain stability in the subject of users who pay (or not) in Spain. The largest group is made up of those who say they never pay, neither for print nor for digital news (66%). Secondly, the loss of readers who pay only for print news seems to stabilize, at around 17% of respondents, while the group of dual readers, who paid for both print and digital news (9%) grows slightly and the group of those who paid exclusively for digital news remains at 4%.

Most common payment methods in Spain

Subscription is the most widespread paid subscription in Spain, modality , which allows users to regularly access digital news content. Regular subscriptions account for 41% of the total, while joint subscriptions with the print edition account for 25%. The donation modality has also gained popularity in 2023, with 15% of users opting for it.

Most common reasons for subscribing

Subscribers in Spain tend to be motivated by preference for specific journalists (34%), quality and exclusivity of content (28% and 27%, respectively), identification with brand values (28%) and attractive economic offers (31%). Unlike other countries, in Spain the connection with a community of readers and journalists (20%) and access to non-news content (23%) are also important.

Reasons to subscribe if you are not already a subscriber, with international comparisons

In the future, economic incentives will be decisive for non-subscribers in Spain, with 20% willing to subscribe if prices are lower. Another motivating factor is the relevance and interest of the content, selected by 17% of respondents. Internationally, the factors are ranked as price (32%), content (22%) and payment flexibility (19%), with price being the most influential factor for subscribing to digital news.

report SPECIAL | CONSUMPTION OF ECONOMIC INFORMATION IN SPAIN

Cost of living concerns

The survey reveals a growing concern among the Spanish population regarding the increase in the cost of living, affecting 80% during the last year. The perception of rising prices is accentuated among women (83%) and older age groups. This shows a different demographic sensitivity to economic changes. In addition, there is a correlation B between income level and the perception of the impact of inflation, with households with lower incomes feeling more affected (84%) due to their limited capacity to absorb price increases and their greater dependence on essential goods.

The level educational also plays a relevant role in the perception of inflation, with a greater impact on individuals with a lower level educational (83%), underlining the relationship between Education and salary levels.

Internationally, Spain is slightly above average (77%), with figures higher than those of the Nordic countries and comparable to those of English-speaking countries. However, it is B that the Asian countries have the lowest levels of inflationary impact, with percentages such as 67% in India, Japan and Taiwan, and 59% in Hong Kong.

Sources of economic information

The general media is the predominant source for Spaniards (39%), followed by enquiry to family, friends or colleagues of work (32%), and experts with profile independent audience (26%). Specialized media are used by 17% of respondents, while 7% turn to celebrities and content creators on social networks. However, a significant 18% do not pay attention to economic news.

Sociodemographic differences reveal a more traditional use of information sources among those over 55 years of age, while younger groups show a greater inclination towards more innovative sources. In addition, people with higher income and level educational tend to use more specialized information sources and experts. A finding B is that those with more frequent news consumption habits and a greater interest in news and politics generally use more news sources to stay informed Economics.

Comparatively, Spain ranks in the lower middle range in the use of generalist and specialized media. Nordic countries lead in the use of generalist media, while Asian countries such as Taiwan and Singapore show a higher propensity to use specialized media. However, the use of experts with independent public profile in Spain (26%) exceeds the global average (22%).

As for the use of non-informative sources, such as family and friends, a uniform use is observed internationally, with a slightly greater inclination in Asian countries. Finally, the study suggests that, in countries with higher economic development , such as Spain, a higher percentage of the population tends to ignore economic news, which could indicate a lower perceived relevance of Economics in daily life or a sense of information saturation.

Understanding economic information

The study on the understanding of economic information in Spain reveals a worrying lack of understanding among Spaniards on economic issues. Only 25% of the population considers that such information is easy to understand, which is well below the global average of 33% and contrasts with the higher levels of understanding recorded in Finland, the Netherlands and India. In addition, 40% of Spanish respondents find economic information difficult to interpret, suggesting a considerable economic knowledge deficit.

The sociodemographic analysis of the study reveals important gender and age differences. On the one hand, 48% of the women surveyed find it difficult or very difficult to understand economic news, compared to 31% of men. This data could point to a persistent gender gap on the Education financial . On the other hand, younger respondents show less difficulty in understanding economic news, probably due to their greater familiarity with new technologies and the current financial Education in schools and universities.

Likewise, there is a clear relationship between the comprehension of economic information and variables such as income level and level educational. People with low incomes and educational levels find it more difficult to understand economic news, while people with higher incomes and educational levels find it easier to understand them.

Applicability of economic information

The study reveals a B difficulty among Spaniards in applying economic information to their daily lives. Only 20% of those surveyed consider this process easy, placing Spain below the global average (28%) and among the European countries with the worst rates, surpassed only by France, Hungary and the Slovak Republic. In contrast, an alarming 38% of the population finds it difficult to apply economic news to their daily lives, exceeding the average for the countries analyzed (29%).

The comparison with the rest of Europe highlights that a higher percentage of Spaniards face challenges in applying economic information in their daily lives, which may reflect differences in the economic Education , the media presentation of the information, or even socio-cultural differences in the perception of Economics. This reality points to the need to improve economic communication and Education in Spain, providing economic information that is more accessible and relevant to people's daily lives.

In addition, the study sample shows notable differences by gender, age, income level and Education. Women and those over 44 years of age, along with those with lower incomes and Education, experience more difficulties in applying economic information. In contrast, men, younger people, and people with higher income and educational levels find it easier to apply such information.