Movistar surge: spain's telecom landscape shifts
The Spanish telecom market is experiencing a palpable shakeup, with Movistar aggressively reclaiming ground while Digi’s rapid expansion appears to be hitting a wall. Early data, though preliminary and sourced from industry players shared with El Español, paints a picture of a sector in flux, potentially signaling a realignment of power.
Movistar's bold rebound
While Digi continues to attract porting customers – a hallmark of their disruptive strategy – Movistar is undeniably the story of the moment. The company has effectively doubled its net mobile line additions between the first quarter of 2025 and the current year, jumping from 29,000 to a striking 57,000. The data speaks for itself: a dramatic turnaround after previous fiber losses of 17,000 customers in 2025, now replaced by a net gain of 1,600. This isn't just about numbers; it's a clear indication that Telefónica is successfully highlighting the value of its services, emphasizing the quality of its network and, crucially, leveraging its exclusive rights to La Liga football coverage via Movistar Plus+—a potent draw for sports fans.
The aggressive marketing, particularly anti-Digi promotions, is clearly paying dividends. But beyond the football, Movistar’s broader competitive profile is attracting subscribers.
Digi's slowdown: a price for disruption?
The slowdown in Digi’s growth is the counterpoint to Movistar’s resurgence. Despite maintaining a significant volume of porting activity – a testament to their initial low-price appeal – their growth rate has decelerated by 13%. After adding a robust 200,000 net mobile lines between January and February, the momentum has demonstrably cooled, with a 26,000 line deficit compared to the previous year. A similar trend is visible in fixed broadband, where porting activity has also eased, dropping from 62,000 to 53,000 lines between January and March. This suggests that Digi's disruptive model may be reaching a saturation point or facing increasing competition.
Vodafone, meanwhile, continues to struggle, having reversed a 44,000 line loss in 2025 to a 94,000 net line gain in 2026—a marginal improvement at best. The broader picture reveals a fiercely contested market where established players are fighting to retain and attract subscribers.
Beyond the numbers: superior service
Interestingly, data also indicates that Telefónica’s improved performance isn’t solely about marketing. Movistar boasts fewer service interruptions and faster resolution times—an average of 74 hours less than Digi. This underscores a critical point: while price is a powerful lure, reliable service and quality infrastructure ultimately win out.
The battle for the Spanish telecom consumer is far from over. With Movistar showing renewed vigor, Digi facing headwinds, and Vodafone struggling to find its footing, the stage is set for a dynamic and potentially transformative period in the industry. The coming months will reveal whether Movistar can sustain its momentum and definitively establish a new market order.