Market Insights Advertising & Media Media

TV & Video - Italy

Italy

In Italy, revenue in the TV & Video market market is projected to reach €12.34bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.07%, resulting in a projected market volume of €13.67bn by 2029.
The largest market within this market in Italy is Traditional TV & Home Video, which is anticipated to have a market volume of €9.01bn in 2024.
In a global context, the most significant revenue will be generated the United States, with a projection of €257.20bn in 2024.
Within Italy's TV & Video market market, the number of users is expected to amount to 59.3m users by 2029.
User penetration in Italy's TV & Video market market is expected to be at 100.7% in 2024.
The average revenue per user (ARPU) in Italy is projected to amount to €208.90 in 2024.
In Italy, the shift towards streaming services is reshaping the TV & Video landscape, as traditional broadcasters adapt to changing consumer preferences.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in Italy has been experiencing significant growth in recent years. Customer preferences have shifted towards on-demand streaming services, leading to a decline in traditional television viewership. Additionally, the market has been shaped by local special circumstances and underlying macroeconomic factors. Customer preferences in Italy have shifted towards on-demand streaming services, such as Netflix and Amazon Prime Video. This trend can be attributed to the convenience and flexibility that these platforms offer. Consumers can now watch their favorite TV shows and movies at any time and on any device, without the need for a traditional television set. This shift in preferences has led to a decline in traditional television viewership, as more people opt for streaming services. Trends in the TV & Video market in Italy also reflect global market trends. The rise of over-the-top (OTT) platforms has disrupted the traditional television industry worldwide. OTT platforms offer a wide range of content, including original series and movies, which attract a large number of subscribers. This trend has been particularly evident in Italy, where streaming services have gained popularity among younger audiences. The convenience and affordability of these platforms have made them a preferred choice for many consumers. Local special circumstances have also influenced the TV & Video market in Italy. The country has a strong cultural heritage, with a rich history of cinema and television production. Italian audiences have a strong affinity for local content, including Italian films and TV shows. This has created opportunities for local production companies and streaming platforms to cater to this demand. Additionally, Italy has a vibrant creative industry, with talented filmmakers and actors. This has contributed to the development of high-quality content that appeals to both domestic and international audiences. Underlying macroeconomic factors have also played a role in shaping the TV & Video market in Italy. The country has experienced economic challenges in recent years, with slow economic growth and high levels of unemployment. As a result, consumers have become more price-sensitive and are looking for affordable entertainment options. Streaming services offer a cost-effective alternative to traditional television subscriptions, making them an attractive choice for budget-conscious consumers. In conclusion, the TV & Video market in Italy has been experiencing significant growth, driven by customer preferences for on-demand streaming services and the influence of global market trends. Local special circumstances, such as the demand for local content and a vibrant creative industry, have also contributed to the market's development. Additionally, underlying macroeconomic factors, including economic challenges and price sensitivity, have shaped consumer behavior in the market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.