๐ฎ๐น Italy Turns to Streaming
According to AgCom data, the first half of 2025 saw a continued decline in traditional TV viewing in Italy: prime-time audiences fell by 2.3%.
Both major players โ public broadcaster Rai and commercial network Mediaset โ lost audience share (down by up to 2.5%). The only exception was La7, which grew its prime-time audience by 5.1%.
The number of unique users of paid SVoD services grew by 1.7%, reaching 14.6 million.
Total viewing time on paid platforms surged by 17.2%. Netflix (8.1 million users) remains the leader, followed by Prime Video (+3.8%).
Audiences for free VoD platforms (such as RaiPlay and Sky Tg24) also increased โ by 11.2%.
The trend clearly points to a strong shift among Italian viewers toward online streaming.
