🇮🇹 TV in Italy Holds Its Ground

According to the latest Italian TV yearbook, the average Italian still spends almost 3 hours 20 minutes a day in front of the TV screen.
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The daily linear TV audience reached 8.73 million viewers, declining by just 1.2% over the year, while prime time continues to attract 19.6 million viewers.

The number of connected (Smart) TVs has, for the first time, surpassed the 50% threshold, reaching 22.2 million devices.

The fastest growth in streaming came from viewers over 65, whose usage of online services jumped by 10.5%.

Investment in original programming hit a historic high of over €894 million, with particularly strong demand for news, game shows (up 42%), and factual/documentary content (up 44%).
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Italy remains one of Europe’s most loyal TV markets, where traditional broadcasting is successfully hybridizing with internet technologies.