Feb 18, 2026
3 min read
The Spanish entertainment and media industry in Spain will grow faster than the national economy in the next few years
The Spanish entertainment and media industry will grow faster than the national economy in the coming years, as revealed in the 26th edition of the "Entertainment & Media Outlook Spain" report, produced and presented today at an event in the presence of Raúl Berdonés, Executive Chairman of Secuoya Content Group;Antonio Alonso, President and CEO of Exterior Plus and Nacho Cardero, Director of El Confidencial.The E&M sector will experience annual growth of 2.7% between 2026 and 2029, reaching a turnover of €45,089 million.During the same forecast period, Spain's gross domestic product (GDP) is projected by major international organizations to grow by almost 2% or less.
Globally, the E&M industry will maintain steady growth, growing at an average of 3.7% over the next four years and reaching $3.5 billion in revenue.This global industry will continue to grow faster than the national economy despite inflationary pressures, economic instability and the fact that new technologies are forcing us to rethink the business model of many service industries.Digital marketing - more intelligent, organized and data-driven - has been one of the main drivers, this trend is towards hybrid models where subscriptions and sales are permanent.Similarly, Artificial Intelligence (AI) is emerging as a transformative force that could change everything from content creation to how consumers find, consume and pay.
Daniel Martínez, partner in charge of telecommunications, entertainment and media in Spain, assures that "the emergence of artificial intelligence represents a turning point for the industry. It will not only serve to optimize processes and speed up the creation and distribution of content, but it will redefine the relationship between consumers and platforms. Its impact opens up enormous opportunities for corporate risks to integrate and also reflect how corporate risks can be integrated and integrated. responsible way will have a decisivecompetitive advantage in the coming years."
According to the report, in the Spanish market, advertising (particularly digital formats and connected TV) and broadcasting (OTT) will be the main growth drivers for the industry, with the share of traditional TV gradually decreasing.In particular, Internet advertising will grow at a CAGR of 6.5%, from EUR 5.047 billion in 2025 to EUR 6.915 billion in 2029. The largest growth in advertising revenue is expected to come from connected TV, which will grow by 10.2% per year, from EUR 1.95 to EUR 10.2 billion per year, up to EUR 95 million.It is expected to reach the Euro (+6.1%), representing (+5.1%) during the forecast period.
El video OTT, que engloba a plataformas como Netflix, Prime Video o Disney +, entre otras, también experimentará un robusto crecimiento del 9,3% a lo largo del periodo, superando una facturación de 4.816 millones de euros en 2029 en España, frente a los 3.588 millones de 2025. Esta expansión se apoya tanto en el aumento de las suscripciones (SVOD), que crecerán a un ritmo del 9,4% hasta ingresar 4.101 millones de euros en 2029, como en el desarrollo de modelos con publicidad (AVOD), que crecerán a un ritmo anual del 18,2% anual hasta los 655 millones de euros al final del periodo de pronóstico.
On the contrary, the Spanish television market (advertising + pay TV subscription) will reduce its revenue from approximately 3,466 million euros in 2024 to almost 3,200 million in 2029, which implies an average annual decrease of 1.6%.Advertising on traditional TV will decline by 2.1%, and subscriptions will decline by an average of 1.2%, reflecting the progressive shift in consumption to streaming.
Other industries with growth potential include video games and esports, which have tripled in size since 2020.Specifically, the video games industry's revenue will grow by 5.2% to reach a turnover of 2.753 billion by 2029, while esports revenue will increase by an average of 7.7% per year to reach 64.8 million.
The music industry will also continue to grow, growing an average of 3.1% over the next few years, to 1,379 million.Almost half of the revenue (754 million) will come from live music, and live music will grow by 1.4% between 2026 and 2029. Radio and podcasts will also remain strong, reaching 655 million in 2029, with an annual increase of 3.5%.
The Spanish publishing ecosystem is progressing at a different pace: the book sector will grow moderately (+0.8%) to reach 1.724 million copies in 2029, especially with e-book mobility increasing by 5.4% per year, with no progress in print.On the other hand, despite the progress of digital consumption and sales, publishing (1.4% per year, expected profit of 312 million 2029) and newspapers (1.7% per year, turnover of 864 million 2029) will continue to decline due to the decline of paper.
The film industry in Spain will grow at an annual rate of 2.2% until 2029. Box office revenue is expected to reach €532 million in 2029. As in other markets, the growth of average receipts will continue to balance the stability of receipts.The international projection of Spanish cinema has been strengthened in recent years thanks to the participation in festivals.Spain has established itself as a filming center for international productions and for streaming platforms to invest in local content.
The Spanish B2B market will exceed 2,390 million euros in 2024, an increase of 2.5% compared to the same period last year.This market is expected to grow at an average annual rate of 1.3% and reach 2,554 million euros in 2029. The business information segment will represent almost 1.8 billion euros in 2024, representing a year-on-year increase of 2.1%.Although still the most relevant B2B sector, its rate of expansion shows signs of slowing down.However, the trade show market is consolidating as one of the drivers of national B2B growth and is projected to reach 634 million in 2029 at 2.7% annually.expected to grow by
The outdoor advertising (OOH) market in Spain recorded a steady growth of 10.5% annually in 2024, reaching an estimated total of €449 million.Although the overall growth of the OOH sector is expected to maintain steady progress at an average annual rate of 4.1% over the next five years, the digital segment is emerging at its own pace, with an estimated annual increase of 9.7% until 2029, reflecting the growing demand for this type of support.
