La Revuelta and El Hormiguero on X and Instagram: Strategies and Audiences

Abstract

Purpose: This research analyzes and links audience metrics with content insertion strategies on X and Instagram, and their impact on followers, focusing on the two main competitors of Spanish access prime time, La Revuelta (TVE-1) and El Hormiguero (Antena 3), during the first quarter of 2025. Methodology: A total of 1,650 posts were analyzed in terms of views and types of audience reactions to detect behavioral patterns, determine engagement rates, and assess the influence of variables such as network type, message format, and topics which trigger conversation or debate. The constructed ecosystem is triangulated with daily viewership data and the posts from the same period in 2024, when the shows did not compete in linear broadcasting, to create a dual comparative framework: one reflecting current audience dynamics, and the other offering a virtual temporal comparison. Results: La Revuelta accounts for 88.28% of socio-digital reactivity; aiming for proactivity through platform-specific exclusive or unreleased content in virtual formats, and transmedia storytelling. However, this dominance does not extend to linear audiences, a domain led by El Hormiguero thanks to strong viewer loyalty. It assigns similar value to its social networks, though interactivity is reduced. The direct competition in the programming schedule has led to a 42.97% year-on-year increase in activity. Conclusions: There are clear strategic differences that result in a dichotomy in audience flows, engagement metrics, and construction of digital communities, which are characterized by asymmetric behaviors depending on the platform and the polarization of public opinion.