According to the latest semi-annual report from Social Intelligence, a key metric for measuring the social impact of audiovisual productions, Netflix has solidified its dominant position across Europe during the first half of 2025. The report, which weights various online sources including social buzz, official website traffic, Google Trends, and piracy, reveals a clear picture of viewer engagement and platform loyalty. A single Social Intelligence (SI) unit is composed of four weighted sources: social buzz (50%), official websites traffic (25%), piracy (20%), and Google Trends (15%).

Globally, Netflix's leadership is undeniable, capturing a 23.4% share of the market's social interest. This figure is almost four times that of its closest competitor, Amazon Prime Video, which holds 6.2%. Disney+ rounds out the top three globally with a 5.8% share, followed by Apple TV+ (4.6%) and Max (4.4%).

In 2024, a record 68 new titles were released, and this October has been one of the months with the most domestic television fiction in history. We review the data from the last decade.

*This October marks 10 years since Netflix's arrival in Spain, which occurred on October 20, 2015. Around that same time, Movistar Plus+'s new content strategy was launching with series like La zona and La peste. Around that same time, Movistar Plus+'s new content strategy was launching with series like La zona and La peste. The Spanish audiovisual sector was entering a boom. And the figures corroborate this, as can be seen in the data that the consulting firm Geca, through its Teleformat observatory, has provided to EL PAÍS for this analysis.

Natalia Marcos

More than half of Netflix and Disney+ users pay for the ad-supported plan, and up to 78% on Prime Video.

"The series and films that Spaniards watch have been a common topic of conversation since the arrival of streaming platforms a decade ago, which are now present in 13 million households, approximately 70% of the total. 'Netflix to watch The Office' or 'Disney+ for the kids' are reasons why a user chooses one, another, or several platforms. The sharing of series-watching preferences is followed by a question: 'How much do you pay?'."

Pablo Seguí Olmedilla

Analytics, data, and consulting company GECA unveiled the service and its first report at Iberseries & Platino Industria.

"Spain is seeing growth in free streaming services usage, with YouTube being the dominant player, and streaming subscriptions experiencing a hit. Just ask GECA, an analytics, data, and consulting company focused on the Spanish and Hispanic markets, which has just launched FAST Barometer, a service designed to analyze the performance of free video streamers, whether FAST, AVOD or FVOD, in Spain.

It “tracks consumption across leading free video services and FAST channels, including YouTube, RTVE Play..."

Georg Szalai

Ad-supported plans are gaining ground

According to data from the 25th wave of the GECA OTT Barometer, ad-supported plans are the majority on several platforms, suggesting a clear acceptance of the hybrid model that combines subscription and advertising. "Although it is often assumed that users are reluctant to pay to watch advertising, the GECA OTT Barometer data points to a different reality," notes María Bravo, head of the GECA OTT Barometer.

"Overall, 72.1% of SVOD users in Spain are subscribed to at least one ad-supported plan. These types of insights allow us to detect real changes in audience behavior that often go unnoticed in public debate."

Elena Neira

According to the GECA report, in Latin America, Chile, Mexico, Argentina, and Colombia are the largest exporters of fiction formats.
Mexico is the territory that produces the most remakes.

This was commented to ttvnews by Gloria Saló, director of Production and Content Consulting at GECA, who stated that "in this year's Iberficción section, we have focused on the stories; the origin of everything is in the stories, it is interesting to analyze them. The data provides information, but based on the stories, a lot of work needs to be done."