**2.3 Social media and mobile applications**

In line with its strategic plans from 2016 to 2020, EITB remodelates the web eitb. eus, improves the design of the mobile apps for children and youth, and coordinates the distribution of contents in the web, social media, and digital platforms. The


#### **Table 1.**

*Annual followers of EITB's social media.*

followers in EITB's Twitter, YouTube and Instagram have increased, but Instagram followers have almost triplicated, from 90,587 in 2019 to 263,163 in 2022 (see **Table 1**).

YouTube followers have experienced a considerable growth (76%), which could be explained by the simultaneous multiplatform premieres of some webseries, reality shows, programs and contests in television, the web eitb.eus and YouTube. Twitter followers have grown almost 24%, and Facebook followers have practically remained the same.

Mobile applications geared to children (3kluba) and youth (Gaztea) also show a rising trend (see **Table 2**). The app 3kluba has gained 12% of users from 2019 to 2022, and in the same period the number of users of the app Gaztea (which only has music) has gone up by almost 50% (from 12,469 in 2019 to 18,498 in 2022).

The app Goazen grew from zero to 230,000 users in its first two years from 2017 to 2019, but it has only increased 1% from 2019 to 2022. The most significant changes have occurred with the app EITB, which gathered mostly news and was operative from 2014 to 2020. In 2021 the new app EITB Albisteak (News) replaced the app EITB, and EITB Nahieran (On demand) became the first EITB app with only free on demand and audio and video streaming. It has a vertical scroll down interface (similar to its web version) and includes all the television and radio contents already broadcast in the radio and television channels for the current and past seasons, at times going back several years. The app also integrates live streaming for three of the five television channels (ETB1, ETB2 and ETB Basque) and live streaming for all six radio stations. It is offered in Spanish and in the Basque language, and allows setting favorite contents and alerts. It doesn't contain advertising and is funded publicly, as part of the


#### **Table 2.**

*Annual users of EITB's mobile applications.*

EITB corporation. As **Table 2** shows, EITB Nahieran has added 34% new users from 2021 to 2022, just one year after its launch.
