The impact of DTT in the willingness to pay for TV in Spain

<jats:title>Abstract</jats:title> <jats:p>The analogue switchover took place in Spain in April 2010, with the subsequent increase in the number of available channels for the citizens. New suppliers of audio-visual contents have appeared and a mixture of pay-services and free ones are competing. The aim of this article is to analyse the influence of socio-demographic variables in the subscription to television services before and after the full implementation of digital terrestrial television. Moreover, we will explore the possible relations between socio-demographic variables and reasons to subscribe. The theoretical framework is based on the nature of pay television as a media product and the audience satisfaction and willingness to pay for television. In order to contextualize the Spanish market in a broader international perspective, we provide some comparative aspects of the digital television developments in other European countries. The data for the empirical analysis of the willingness to pay for television contents in Spain come from two original surveys conducted in 2008 and 2012 and the sample size was 1000 individuals.</jats:p>