The digital terrain of media consumption is undergoing a profound transformation, with established broadcasters increasingly finding their footing, and indeed their success, on platforms traditionally associated with user-generated content. A recent example of this shift comes from Spain, where Atresmedia, a major traditional media conglomerate, was honored as the Media Group of the Year at the TikTok Publisher Awards 2025. This recognition not only underscores the changing dynamics of audience engagement but also signals TikTok’s deliberate move to legitimize and integrate professional publishers into its ecosystem.
These awards, designed to celebrate media organizations that have made a significant impact and inspired audiences throughout the year, mark a divergence from the platform’s more common influencer-centric accolades. Instead of relying on popular vote, the TikTok Publisher Awards are decided by a distinguished jury of industry experts, lending a layer of gravitas to the selections. The judging panel included figures such as Mónica Moro, co-founder and Chief Creative Officer of This is Libre; Nacho de Pinedo, founder of ISDI; and Reyes Justribó, Director General of IAB Spain. Their collective expertise reflects a focus on strategic impact and innovative content creation, rather than simply viral reach.
Atresmedia’s victory in the “Media Group of the Year” category places it ahead of other formidable Spanish media rivals like Mediaset, Hearst, PRISA, and Unidad Editorial. This particular win highlights the successful adaptation of a broadcasting giant to the fast-paced, short-form video environment of TikTok. It demonstrates that traditional media houses can not only coexist but thrive in spaces once perceived as their antithesis, effectively translating established brand appeal and content production capabilities into new digital formats.
The awards span five categories, each designed to highlight different facets of publishing excellence on the platform. Beyond the overall media group recognition, categories like “Sports Publisher of the Year” saw @ElChiringuitoTV recognized for its engaging sports content. In entertainment, @El_Hormiguero was celebrated as “Entertainment Publisher of the Year,” illustrating the appeal of television programs finding new life and viewership on TikTok. The “Culture Shapers of the Year” award went to @ac2ality, indicating the platform’s ambition to recognize news and cultural content creators. Even in the “Publisher Innovation Award” category, major players like @laliga, @netflixes, and @disneypluses were nominated, signaling the platform’s role as a proving ground for new content strategies.
This emphasis on curated, high-quality content, evaluated by industry leaders, suggests TikTok is actively positioning itself as a serious distribution channel for established media. For publications and broadcasters, mastering platforms like TikTok is no longer an optional digital sideline but a crucial component of their overall audience strategy. Atresmedia’s win stands as a testament to the power of traditional media to innovate and connect with global audiences through new mediums, demonstrating that the future of news and entertainment is increasingly a converged one.