🇮🇹 In Italy, Streaming Is Overtaking Broadcast TV
Italy’s television market is expected to reach €8.97 billion by the end of 2025, posting 2.2% growth.
According to forecasts by ITMedia Consulting, the industry is set to break the €9 billion mark for the first time in 2026, driven by the expansion of online services.
Revenues from traditional TV advertising are declining, while the online streaming segment has grown by nearly 30%.
Netflix holds 29% of the market, followed by Prime Video (25%) and Disney+ (16%). The number of subscribers in the country is approaching 20 million.
The share of traditional broadcasters (Rai, Mediaset, and Sky) has fallen sharply, from 90% in 2018 to 67% today.
Pay TV now reaches two-thirds of households, and by 2027 broadband TV will become the primary way of watching content for 64% of Italian families.
