The latest edition of Marktest’s Bareme Internet 2026 confirms that online music consumption has become a mainstream behaviour in Portugal. According to the study, 63% of Portuguese residents aged 15 and over listen to music online, representing approximately 5.4 million people.
The findings highlight not only the widespread adoption of digital audio services but also the strong generational differences that continue to shape media consumption habits across the country.
A near-universal habit among younger generations
Age remains the most significant factor influencing online music listening.
The study shows that online music consumption is almost universal among younger audiences, reaching:
- 98% of individuals aged 15 to 24
- 97% of those aged 25 to 34
Usage remains above 70% among people up to 54 years old, before declining significantly among older age groups:
- 47% among those aged 55 to 64
- 30% among individuals aged 65 to 74
- 15% among people over 74
These figures illustrate the extent to which digital audio platforms have become embedded in the daily lives of younger consumers, while also revealing opportunities and challenges for brands seeking to engage older audiences through digital channels.
Mobile leads the online audio experience
The smartphone has firmly established itself as the preferred device for online music listening.
According to the research:
- 54% of the Portuguese population listen to online music via smartphone
- 26% use a computer
- 6% use a tablet
- 4% use a television
Among those who listen to music online, nearly nine out of ten use a smartphone, underlining the central role mobile devices play in today’s digital audio ecosystem.
The data also shows that computer usage is particularly relevant among younger users, reaching 52% among those aged 15 to 24 and 47% among individuals aged 25 to 34.
Gender differences remain limited
Unlike many other digital behaviours, online music listening shows only a modest difference between genders.
The study reports that:
- 65% of men listen to music online
- 61% of women do the same
This relatively balanced adoption suggests that online music represents a broadly accessible and inclusive digital activity across the Portuguese population.
What these findings mean for insights professionals
For market researchers, media planners and brand strategists, the results reinforce the growing importance of digital audio as a consumer touchpoint.
Several implications emerge from the data:
- Younger audiences are highly accessible through online music platforms and audio-driven ecosystems.
- Mobile-first strategies are essential, given the dominance of smartphones in online listening behaviours.
- Audience segmentation remains critical, particularly when targeting older consumers, whose adoption levels remain considerably lower.
- Digital audio continues to offer significant opportunities for engagement, advertising and content distribution across a large proportion of the Portuguese market.
As streaming platforms, podcasts and digital audio services continue to evolve, understanding listening habits will remain key to identifying emerging consumer behaviours and communication opportunities.
About the data
The analysis is based on the 2026 edition of Bareme Internet, Marktest’s reference study on internet usage in Portugal. The study covers residents in Mainland Portugal aged 15 and over, representing a universe of 8,591,212 individuals according to the 2021 Census.
Source: Marktest, Bareme Internet 2026, Online Music Listening Devices.
