Portugal television in Q1 2026: audiences, formats and strategic implications

Portugal television Q1 2026: Viewing, Audiences and Trends

January – March 2026  |  Source: CAEM/GfK/Marktest  |  Target: Universe  |  Audience Type: Total Day

Introduction

The first quarter of 2026 confirmed the vitality of linear television in Portugal, consolidating trends that have been emerging in recent years: the dominance of reality shows in prime time, the supremacy of football at peak audience moments, and the persistence of high viewing levels among older age groups. With a daily average viewing time (ATV) of 5 hours and 37 minutes per individual in the Universe, the television screen remains the medium with the greatest reach and impact in the Portuguese media landscape.

1. Overall TV viewing

The average daily viewing time recorded in Q1 2026 stood at 5 hours and 37 minutes, equivalent to a total of 21 days, 1 hour and 45 minutes over the three-month period. This breaks down between free-to-air channels (FTA), with a daily average of 2 hours and 14 minutes, and cable channels, with 1 hour and 57 minutes — demonstrating that the generalist linear offering remains the anchor of national TV consumption.

Overall, linear television — both terrestrial and subscription-based — continues to dominate the audiovisual consumption routines of the Portuguese population.

2. Consumer profile: gender, age and social class

2.1. Gender

Women watch more television than men: the female daily viewing time is 5 hours and 54 minutes, compared to 5 hours and 19 minutes for the male audience — a difference of approximately 35 minutes per day, representing over 53 hours across the quarter. This disparity is consistent with historical patterns and with the composition of the Portuguese TV schedule, where formats such as soap operas, reality shows and entertainment programmes typically attract a higher female affinity.

2.2. Age group

TV viewing grows consistently with age. The youngest group (15–24 years) records the lowest daily viewing in the measured universe: just 3 hours and 18 minutes per day. From the age of 45 onwards, viewing exceeds the national average, and in the 65–74 years and 75+ age groups, the viewing time reaches 8 hours and 19 minutes and 8 hours and 25 minutes respectively — more than double the overall average.

These figures have direct implications for advertisers: the younger groups, which represent the most demographically attractive segment for many brands, are simultaneously the least present on linear television. Investment in cross-media strategies and digital platforms is therefore essential to ensure coverage of these age groups.

2.3. Socioeconomic class

The analysis by social class confirms an inverse relationship between socioeconomic status and TV viewing. Individuals in Status A watch an average of 4 hours and 22 minutes per day, while Status E reaches 6 hours and 57 minutes — a difference of more than two and a half hours. Status D, at 6 hours and 2 minutes, approaches Status E values, suggesting that television leisure is more central to the routines of groups with lower levels of education and income.

2.4. Region

Geographically, the Algarve leads regional consumption with a daily average of 6 hours and 23 minutes, above the national average of 5 hours and 37 minutes. The North records 5 hours and 48 minutes and Lisbon sits at 5 hours and 38 minutes, practically in line with the average. The Centre region presents the lowest figure among mainland regions, with 5 hours and 10 minutes, which may reflect distinct labour and leisure dynamics.

3. Free-to-Air (FTA) channel performance

Among the four major generalist channels, SIC and TVI are virtually tied for the lead, with daily viewing times of 47 minutes and 20 seconds and 47 minutes and 14 seconds respectively — a negligible difference that illustrates the fierce competition between the two private broadcasters. RTP1 records 36 minutes and 4 seconds of daily average viewing, while RTP2 stands at just 1 minute and 58 seconds, reflecting its niche positioning and more cultural, segmented programming.

The near-tie between SIC and TVI is one of the most significant findings of the quarter. However, as the Top 10 analysis shows, TVI was clearly dominant among the most-watched programmes of the quarter, benefiting from the halo effect of Secret Story.

4. Top 10 Most-Watched Programmes — Q1 2026

The table below lists the ten programs with the highest individual rating in the quarter. Note: figures refer to specific broadcasts (the best-performing episode or event of each title in the period), not the series average.

4.1. The dominance of football at peak moments

The most-watched broadcast of the quarter — and by far the programme with the highest rating — was the Generali Tranquilidade Portuguese Cup semi-final between FC Porto and Benfica, broadcast on RTP1 on 14 January, with a rating of 23.3% and a share of 43.2%. At that moment, almost half of all television being watched in Portugal was tuned into this match. Second place also belongs to the Portuguese Cup: Sporting vs. FC Porto on 3 March, also on RTP1, with a rating of 17.8% and a share of 33.8%.

Football once again proves to be the only content capable of mobilising truly cross-cutting audiences — across gender, age and social class — at a level no other format can replicate. RTP1, holder of the Portuguese Cup broadcasting rights, was the primary beneficiary of this phenomenon.

4.2. The secret story phenomenon on TVI

Outside football, the Top 10 was practically monopolised by TVI and Secret Story. The reality show featured in six of the remaining eight positions (including the special edition of 24 March, with a 12.4% rating, and the 22 February broadcast ‘The Contestants’, with 11.6%), demonstrating an audience loyalty that few formats manage to sustain over several months.

Secret Story, which launched on TVI in February, quickly became the station’s dominant prime time programme, with regular episodes, specials and galas taking turns in the Top 10. The format, based on the international Big Brother model with an added layer of personal secrets among contestants, has shown remarkable resilience in Portugal, maintaining its ability to generate social conversation and attract family audiences.

Also noteworthy is the strong performance of TVI’s New Year block: 1ª Companhia (a celebrity reality show) and Meio Milhão (a lottery draw) both recorded ratings above 11.7% on 1 January, capitalising on the cultural habit of family gatherings around the screen at New Year.

5. Trends and Outlook

The Q1 2026 data allows us to identify four major trends in the Portuguese television ecosystem:

1. Ageing of the linear TV audience: viewers under 24 watch less than 3h 30m of TV per day, while those over 65 exceed 8 hours. Broadcasters need to balance retaining senior audiences with strategies to attract younger viewers via streaming and social media.
2. Resilience of live viewing: football and live reality shows remain the highest-impact formats, confirming that time-shifted viewing does not replace the live experience when there is unpredictability and emotional engagement.
3. FTA market polarisation: SIC and TVI compete for leadership with distinct strategies — TVI with high-impact formats and audience peaks, SIC with a more stable, evenly distributed audience. RTP1 benefits from sports rights but remains outside the competition in pure entertainment.
4. Cable channel growth: with a daily average of 1h 57m, cable channels already account for nearly 35% of total viewing — a share likely to grow as subscription platform penetration increases and the thematic offering diversifies.

Conclusion

Q1 2026 painted an accurate portrait of Portuguese television: resilient, with robust average daily viewing, but increasingly polarised between a senior audience loyal to the linear screen and a younger generation that is progressively abandoning it in favour of digital alternatives. Football retains its status as an unrivalled television event, and reality shows — in particular Secret Story — once again demonstrated their capacity to dominate prime time and generate social engagement.

For advertisers and operators, the challenge over the coming quarters will be threefold: maintaining relevance with the adult and senior audience that guarantees viewing volumes; finding formats that draw younger viewers back to the television screen; and developing integrated strategies that combine the strength of live television with digital presence. Those who navigate this transition with editorial and commercial coherence will be best positioned in a rapidly transforming market.

Methodological note: The audience data presented is based on ATV (Average Time Viewed) metrics and rating/share figures for the Universe target (individuals aged 4 or over residing in Mainland Portugal) and Total Day audience type. Top 10 figures correspond to the best-performing individual broadcasts of each title in the period from 1 January to 31 March 2026.