In line with the EITB Strategic Plan 2020-2030, we saw the need to complement our audiovisual offer and strengthen our commitment to technology and native digital content, led by new generations, new consumption habits, new media and new technologies.
Aware of all this, we have developed different digital solutions that complement our audiovisual offer and improve our positioning before the Basque citizens, especially the youngest, so that they can enjoy better consumer experiences. We have three clear objectives:
First of all, I must mention a priority: to guarantee Basque content, especially content in Basque, in the digital audiovisual context.
Secondly, to be more effective in our positioning strategy and to approach with greater involvement the different population targets (target population) and profiles.
And finally, to be more competitive in the strategy of approaching Basque youth.
All this strategy should allow us to bring together 1,000,000 people (registered users) in the Nire eitb digital community.
That is the guarantee of future viability and visibility for the EITB group, and that is also one of the keys to maintaining its eternal existence. EITB is the reference communication group in our country, a group that has been able to adapt to changes in the environment, in the sector and in Basque society.
As you know, we started our journey with PRIMERAN, the premium content platform in Basque. It has been a great success, with more than 194,000 registered users and more than a million hours of presence in Basque.
The next was MAKUSI, a digital universe aimed at children and young people. Thanks to the trust of its parents and the contents and activities it offers, it has a reach (reach) of 170,000 accumulated contacts, that is, adding DTT, OTT, physical, club and television, it attracts about 75% of the population under 14 years of age. To this must be added the fact that more than 1.8 million hours have been consumed in Basque, and all this in just two years.
GUAU came next, our audio platform. In just one year, it has reached more than 280,000 active users, with a consumption of 1.4 million hours, a large part of them in Basque.
In the field of web portals, we have incorporated dxp technology, the digital experience platform, which improves digital consumption experiences through greater interactivity and better personalization. This Adobe technology is being developed and implemented by the company Hiberus, which we hope will be a source of great satisfaction for us.
We started collaborating with Hiberus with the MAKUSI portal and continue with the Gaztea website. Right now, we are working with the Gaztea brand. We want to create our own ecosystem, specialized in content and events related to music, with the aim of being more competitive in the target of young people.
Very recently, another of the great bets of the EITB group has seen the light: NOW, the digital information brand of EITB. 8 In just a few months, it has become a reference brand with a digital population of 1,300,000 people, aspiring to be the leading information in our country.
Kirolakeitb.eus, just introduced in January 2026. The new dxp portal specialized in sports complements the digital offer that has been created so far in sports newsrooms. On average, this type of content is reaching a digital population of more than 400,000 people.
With the renewed Eitb.eus we have completed the scheme of our web environments. The website will be a great aggregator of the Group’s digital content, but it will also have a great capacity for personalization so that any Basque citizen can organize in his own way all the public service information he needs in his day to day.
The data shows that we are not going in the wrong direction. We have significantly rejuvenated the age curve on our platforms. We have created a catalog of more than 29,000 assets (content) in Basque, with an aggregate consumption of more than 400,000 hours per month on our platforms, in a high percentage of Basque.
We hope to introduce Ginga with the new ETB On platform. ETB On was born with the aim of becoming the digital television of the EITB group. EITB has reformulated its historical platform to the letter and looks to the future, focusing its design on new consumption models, in line with the best OTTs. In its strategy of adapting to new audiovisual consumption models, especially the habits of young people, ETB has opted for a digital platform with high technological added value and easy access to audiences. ETB One has internalized the concept of on-demand television and has taken it further. It has placed the entire ETB on a digital platform with the user experience of the best OTTs. It is a multimedia solution that has updated the concept of consumption wherever you want, whenever you want, whenever you want.
With January coming to an end, the results are spectacular. At the end of the month we expect to have 100,000 registered users and have offered more than 300,000 hours of consumption.
The results are a success in the platforms launched by EITB, which gives us the guts to continue working hard. Our desire is to bring the best audiovisual offer and the best value proposition to Basque society and thus meet its new needs.
Orain.eus in progress
Iker González Rodríguez
Head of the EITB digital news program
In recent years there have been important changes in the digital sphere, because content is consumed online in a different way. We identified the main change a long time ago, about eight out of 10 users used their phone to read the news in our country, but our website and our tools were adapted to desktop consumption.
Since then, the medium itself, the phone, has established other narratives due to its own characteristics and the new ways of consuming content that have prevailed in social networks. The most important of them is the short video, in vertical format, and we needed the tools to receive these new narratives.
On the other hand, EITB’s digital information service was in need of a redesign, and Oraine, the new brand that had previously only begun its journey on Instagram and WhatsApp, had to make the corresponding leap and develop a new website.
We have been immersed in this development for about a year and a half and finally we launched the new website and mobile app on June 18.
The new website, on this occasion, has tools and functionalities to respond to all these needs, in order to facilitate the user’s journey through our portal and present the contents in the most appropriate and effective way possible.
The user can organize the For You section with the topics that interest him/her according to his/her preferences, complete the list of favorite content, as well as receive an alert when a streaming is about to start, among other things.
On the other hand, Orain has also left us some significant results since the launch of the website and the application from June to December. The website has an average of more than 200,000 monthly users, 84,000 subscribers to social networks and a total digital population of 1.3 million.
Tour of the present on social networks
At both the Basque and international levels, networks have become the main source of information for citizens.
The Orain brand has experienced strong growth in networks in 2025, and our presence has expanded significantly.
Instagram has been the network that has grown the most throughout the year, month after month, in the case of Orain. In addition, growth has increased in the last quarter of the year, with a monthly increase of around 10% during this period.
It is also worth noting that we also launched YouTube channels at the beginning of the year, which will be one of the strategic bets of 2026, along with the accounts of Tik Tok.
GUAU birthday: EITB’s audio has jumped into the future
Maite Goñi Eizmendi
Director of Radio and Audio of EITB
on February 6, 2025, EITB launched its audio platform Guau. The objective was clear: Organize, digitize and project EITB’s audio into the future, adapting to new listening habits, without losing the essence of radio, culture and public service. A year later, Guau has consolidated itself as a living project, in constant growth, being one of the most important strategic bets of EITB in the digital field.
Guau was born with the clear intention of connecting with the young audience and the young adult, especially those under 35-40 years old, without leaving behind the usual listeners of the radio stations. It is a bilingual platform that brings together content in Basque and Spanish and is firmly committed to promoting the Basque language: 80% of the commissioned content is produced in Basque and 20% in Spanish, reinforcing the creation of audio in Basque in the digital environment.
A diverse catalog, in constant growth
In its first year, Guau has completed a robust and diverse catalog. On the one hand, you can listen to the content of all the EITB radio stations: Euskadi Irratia, Radio Euskadi, Radio Vitoria, Gaztea, EITB Musika and Euskal Kantak, live or on demand. On the other hand, after an exhaustive work of analysis, selection and reorganization, the catalog that previously existed on the EITBPodkast platform has been brought, laying the foundations of a coherent and renewed catalog.
On this basis, in 2025, Guau published 67 original podcasts, of which 54 can be consumed in Basque and 13 in videopodcast format. To this offer are added podcasts from other cultural institutions or festivals, expanding the ecosystem of collaboration and strengthening the cultural character of the platform.
Sound fiction has established itself as one of Guau’s most distinctive lines. The platform has 12 active sound fictions, four of which have three seasons. in 2025, nine new fictions or seasons have been published. To these must be added a wide catalog of radio novels (22 in total), progressively incorporated into the platform throughout the year.
At the same time, Guau has strengthened its commitment to the audiobook by publishing eleven new titles, offering a total of 21 audiobooks. This line has been especially promoted during the Basque Literature Month, along with initiatives such as Poesia ttanttak, a compilation of poems by well-known Basque authors based, in most cases, on anthologies specifically chosen by their creators for Guau.
This commitment to the catalog and the listening experience is also reflected in the consumption data. In its first year of life, Guau stands out especially for the volume of hours of listening, one of the EITB platforms with the highest accumulated consumption time. at the end of 2025, Guau has recorded a consumption of more than 1.4 million hours, of which about 900,000 correspond to content in Basque. This data is particularly significant on a newly created platform.
Premieres, events and recognition
Since its inception, Guau has marked a natural coexistence between audio and visual format, always placing audio at the center. Thus, he has premiered throughout 2025 Enneagrama, Klaketa, Café Valparaíso or BaDAbil! video opodcasts like this.
Guau is also committed to premieres linked to cultural events. Throughout the year, premieres linked to symbolic spaces have been promoted, such as sound fictions set in emblematic places such as the San Mamés stadium or presented at the San Telmo Museum, reinforcing the relationship between sound creation and the territory.
This commitment to quality and innovation has also been recognized externally, winning the Waves Award for the best podcast of the year for its co-production Se llamaba como yo.
Technological evolution and user experience
Guau is a living platform from the beginning, in constant evolution. In this first year, key improvements have been introduced to improve the listening experience and strengthen the multiplatform character. Among them, the integration of visual or visual radio stands out, which allows to activate the image in the streaming of radios and in external programs. The development of applications for both television (HbbTV) and car (iOS and Android) is also noteworthy in terms of technological developments.
The platform has also introduced services for the automatic transcription of all content, both in its original language and translated into Basque or Spanish, reinforcing the accessibility and understanding of the content. In this first year, the responsible use of artificial intelligence applied to the creation and promotion of audio content has also been explored through pilot projects.
A collective project, looking to the future
Beyond catalogue and technology, Guau is the result of a collective and transversal effort. EITB broadcasters feed the platform daily with content, special podcasts and current clips, and work in coordination with the podcast team to build a single audio catalog. This collaboration has led to a profound change in the way we produce, order and deliver audio.
with a view to 2026, Guau will continue to strengthen sound fiction in Basque and promote Basque literature and culture, in collaboration with its creators. At the same time, it will bet on young talent by launching a new award to promote podcasts and videopodcasts, pilots and ideas, and with the initiative of Audiogile Berriak jarraituz.Plataformak to promote the creation of scripts in Basque for sound fiction, it will also reinforce its musical line, integrating radios, podcasts and music, and will explore simple contents in Basque for people who are learning the language.
A year after its launch, Guau has established itself as a transformative, collective and evolving project that looks to the future with ambition. We are convinced that audio still has a long history as a space for innovation, culture and public service.
EXCELLENT: 2025. Annual summary and objectives for the year 2026
Iraide Muga Zubiaur
Head of PRIMERA
2025. The year has been a period of consolidation and stabilization of the PRIMERAN project. The platform has been fully integrated into the Basque audiovisual ecosystem as the main reference for content in Basque. The main milestones have been
- Movies and series: The quality seal of the platform has been marked by the fictional contents. The Missing and Zeru Ahoak series have been very well received by users. The premiere of La Infiltrada (in its Basque version) has been an important milestone and bets such as Cristóbal Balenciaga have marked the quality line of the platform.
- Musical contents: Music has become one of the most requested contents of the year. Projects around groups such as ZETAK and ETS have attracted a young audience, giving the platform a direct link to new trends.
- Digital strategy and social networks: Instagram has established itself as the main network, putting content in value and creating a powerful network of recommendations. At the same time, separate strategies have been launched on TikTok and YouTube channels to multiply the digital echo.
In terms of quantitative data, throughout 2025, the platform has shown sustained and sustainable growth:
- Consumption: In total, 694,000 hours have been consumed, 50,000 more than the previous year.
- Accounts: the platform has ended the year with 194,000 users (50,000 new records have been obtained, adding an average of about 5,000 new users per month).
- Users: The number of active users has followed a growing trend throughout the year, surpassing the platform’s premiere figures.
strategic objectives for 2026
the main challenge for 2026 is to raise the level of competitiveness and extend audiovisual consumption in Basque to all layers of society. In particular, the aim will be to reach young people in an attractive way. The main axes are:
Offer of content: The focus will remain on its own production and Basque fiction. This offer will be complemented by international content of the highest quality, with the aim of attracting specific communities.
Brand strengthening: To consolidate the values and promise of the brand, to disseminate its knowledge and prestige at a social level and to be a reference platform for quality content in Basque.
Community: Create a faithful community beyond the platform to expand the PRIMERA universe and strengthen the emotional bond with users.
User experience and personalization: The usability of the platform will continue to be improved, deepening its customization and recommendations.
Promotion and Ambassadors: Strong promotional campaigns will be developed at the content level. In addition, the concept of ambassadors and strategic alliances will be worked on to multiply the impact in the digital universe.
It has been a year of consolidation of the project in MAKUSI
Nerea Zendoia Elexpuru
Head of MAKUSI
if the year 2024 was the starting point for the MAKUSI universe, the year 2025 has been, above all, the consolidation of the project. The ecosystem for children and young people created by EITB has become a project with solid pillars and foundations, with remarkable results: 80,000 profiles created and 1.8 million hours seen on the platform, to name a few data.
MAKUSI offers children and young people the possibility of immersing themselves in our language and culture, with the best offer of content in Basque and using the latest technology, so that they can access it from all devices and environments. Throughout this year, different contents have been released on the Makusi digital platform, the members’ club has offered advantages, raffles and special initiatives, and has been able to enjoy different street events and shows.
main milestones of 2025
Digital platform
The digital platform MAKUSI has received in 2025 a varied audiovisual offer for children and young people in Basque, in which some of the main titles that have been released have been: Dog Patrol, Ninja Turtles, Loa and Laia, Dragon Ball and Ladybug in animation; Potx and Lotx, Kalaxka, Mari Sorgin ehiztari, Dreamers Band, Power up, Go!azen, Irabarte, in the case of their own programs; the podcast called Munduenea; and finally, the giant Gora Musika, the giant Maite Festa and the Makusi Jaia live shows and the Hekati film rescue.
Club or community of members
The members of the MAKUSI club have many advantages: free tickets, raffles, participation in competitions, etc. There are raffles of all kinds and one of the highlights of this year was the trip to the Port Aventura World Park during the Black Night. Therefore, through the MAKUSI club, the participation of children and their belonging to the community is encouraged.
Events and shows
throughout 2025 the MAKUSI space has participated in numerous events: All the festivals in favor of the ikastolas and the Basque Public School, such as the Eskola Txikia festival, the Sanfermines and the Txikigune of Aste Nagusia in Bilbao. It has also organised its own events: Makusi’s anniversary event, Makusi Jaia (full day party at BEC), and Makusi Gabon Festa (tour of four shows in the capitals). Well, to all these events, together with the 12 previews of Go!az, 40,000 people have had contact with the MAKUSI universe on the street, going beyond the screen.
2025A in figures
- Number of records: 80,000 profiles and 75,200 accounts
- Number of hours consumed: 1.8 million hours since its creation and in 2025: 1.4 million hours
- Total members of the Club: 31,763 members
- Initiatives: in 2025 the Makusi universe has brought together 40,000 people in street events and shows
look at 2026
In terms of quantitative targets, on the one hand, the goal is to increase both the number of registrations on the platform and the number of club members by 2026, achieving an additional 10,000 registrations on the platform, reaching 35,000 club members.
On the other hand, and with the aim of building loyalty and consolidating the platform, the year that we have just started will have important premieres: Pottokiak 3D, Potx eta Lotx, Kalaxka, Kima eta Amik, Papir-o!, Science Beast, Henry Danger, etc. With regard to content strategy, it is intended to place special emphasis on popular animated titles, new seasons of own sessions, as well as on the offer of educational or pedagogical content.
It will also be a priority to increase the feeling of community, seeking not only to increase the offer of advantages for its members, but also to create an emotional bond through different initiatives. In this sense, it is intended to continue promoting events and shows, activating the Makusi Space in the already significant festivities for children and young people, as well as organizing events and shows of its own by the hand of MAKUSI.
Therefore, the MAKUSI universe has taken strength this year and wants to continue on that path when it comes. It will aim to consolidate a competitive and multi-support digital audiovisual ecosystem for children, safe for parents and a reference for society, which strengthens our culture and language, and promotes the interaction and participation of children, thus creating the digital community of the future, a universe of reference in Basque for children and young people.