Leading Media & Entertainment Brands in Spain: Q1 2025 Overview

In the rapidly evolving landscape of media and entertainment, Spain continues to be a dynamic market. Q1 2025 has highlighted the dominance of key brands like YouTube, WhatsApp, and TikTok, each showcasing unique trends across their digital platforms. Sensor Tower's comprehensive data provides unparalleled insights into these trends, enabling a detailed understanding of cross-platform user behavior.

YouTube: A Digital Powerhouse

YouTube's digital presence in Spain remains formidable, with its website youtube.com and the YouTube app leading the charge.

• Audience Trends: From Q4 2024 to Q1 2025, YouTube's website maintained a stable monthly true audience of around 48M users. Despite a slight dip in February, unique visits rebounded in March, surpassing 26M.

• App Engagement: The app consistently engaged over 35M monthly active users, with minor fluctuations indicating a stable mobile user base.

• Ad Spend & Channels: YouTube's monthly ad spend saw a significant decrease, with a notable drop to under $0.4K by March. Facebook was the primary channel, though spending ceased by February, indicating a strategic shift.

WhatsApp: Communication Cornerstone

WhatsApp continues to be a vital communication tool in Spain, with its website whatsapp.com and the WhatsApp Messenger app playing crucial roles.

• Audience Trends: The monthly true audience remained stable, hovering around 44M. Web visits saw a slight decline in February but picked up again in March, reaching over 9.7M unique visits.

• App Engagement: The app engaged over 39M monthly active users, showing a slight decline but maintaining a strong user base.

• Ad Spend & Channels: Minimal monthly ad spend was observed, with a brief spike in November through TikTok, highlighting a focused advertising strategy.

TikTok: The Viral Sensation

TikTok continues to capture the imagination of users in Spain through its website tiktok.com and the TikTok app.

• Audience Trends: TikTok's monthly true audience grew steadily, reaching approximately 21M. Web visits peaked in January with over 8.3M unique visits.

• App Engagement: The app saw an increase in monthly active users, consistently engaging over 15M, with slight growth in March.

• Ad Spend & Channels: TikTok maintained moderate monthly ad spending, with Facebook and Instagram as key channels, achieving over 800K impressions in October.

Conclusion

The first quarter of 2025 has underscored the significant roles of YouTube, WhatsApp, and TikTok in Spain's media and entertainment sector. Sensor Tower's data highlights the power of cross-platform insights, offering a unique perspective on audience engagement and advertising strategies. As these platforms continue to evolve, staying informed through Sensor Tower's comprehensive data services remains invaluable for industry stakeholders. Explore more about our offerings here.