In a context where many traditional media outlets struggle to maintain ground against digital platforms and increasingly personalized consumption, the performance of Televisión Española (TVE) in 2025 deserves a closer look. We are facing the result of a long-term strategy, programming adjustments, and a public response that has returned TVE to a more stable position than in recent years.
Talking about audiences often boils down to numbers, but those figures gain meaning when analyzed with perspective. In 2025, La 1 closed the year with an 11.0% market share, its best performance in thirteen years, and became the channel that grew the most among the major media groups in Spain.
Month-by-Month Evolution
If we observe the month-by-month evolution, the growth is better understood. In months like November, La 1 surpassed 12% market share and led time slots such as morning and afternoon, something it hadn't achieved in over ten years. Added to this were good results in sports broadcasts and the strong performance of current affairs, entertainment, and fiction programs that managed to connect with different audiences.
But the audience, by itself, does not explain everything. **From a positioning standpoint, 2025 has also been a key year for TVE's image**. The corporation's management -**led by José Pablo López, Sergio Calderón, and Jon Ariztimuño-** spoke openly of a "change of cycle," supported by a more diverse and plural schedule, with the intention of balancing public service with content capable of attracting broad audiences without losing identity
For a long time, part of the public associated public television almost exclusively with news or cultural programming. This year, that perception began to change. New entertainment formats, series, and renewed bets demonstrated that TVE can compete in areas traditionally dominated by private channels. The combination of content achieved a balance that allowed it to attract different audience segments, something that had not always happened in the past.
RTVE's Digital Strategy
In parallel, the digital strategy has been another pillar of growth. 'RTVE Play' maintained more than 10 million unique monthly users and improved its figures compared to previous seasons thanks to a wider offering of on-demand content and its own productions. This confirms that the public brand understands that its future does not depend solely on linear television, but on adapting to consumption habits where flexibility and access from different devices are key.
TVE's 2025 results made it clear that a long-standing brand doesn't have to become irrelevant. **The key is knowing how to adapt without losing its essence.** They revamped the programming and, at the same time, told their story as a public service well, which helped the audience accept the changes naturally and regain trust in the network.
This year also made it clear that cross-platform consumption is no longer an extra, but a fundamental part of the connection with the public. 'RTVE Play' consolidated itself as an important space for popular content and special events, which strengthened the connection with viewers and helped project a more current and relatable image.
It also became clear how valuable it is to maintain consistency in institutional communication. When changes are framed within a well-defined project with clear objectives, the response is usually more positive than when everything seems to be done on the fly. Although that consistency is not always immediately reflected in the numbers, it does generate trust, credibility, and long-term loyalty, which are the foundation of any solid brand.