TV & Video - Italy | Statista Market Forecast

In Italy, revenue in the TV & Video market market is projected to reach US$13.45bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.21%, resulting in a projected market volume of US$15.01bn by 2029.
The largest market within this market in Italy is Traditional TV & Home Video, which is anticipated to have a market volume of US$9.81bn in 2024.
In a global context, the most significant revenue will be generated the United States, with a projection of US$280.30bn 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 US$227.60 in 2024.
In Italy, the shift towards streaming services is reshaping the TV & Video landscape, as traditional broadcasters adapt to changing consumer preferences.

Definition:

The TV & Video market encompasses the diverse landscape of audiovisual content delivery, including traditional broadcast television, streaming services, and digital platforms. This market offers a vast array of content, from TV shows and movies to live sports events and news broadcasts, catering to a wide range of viewer interests. As technology evolves, so too does the way we consume video content, with traditional linear TV being complemented by on-demand and over-the-top (OTT) streaming options. This evolution reflects changing consumer preferences and the increasing accessibility of internet-connected devices, providing viewers with greater flexibility and choice in how they access and enjoy their favorite programs.

Structure:

The TV & Video market encompasses both Traditional TV & Home Video and OTT Video. Traditional TV & Home Video involves scheduled programming and physical media distribution like DVDs. OTT Video delivers content over the internet, offering on-demand access to a wide range of options.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases and subscription payments. Key players in the market are companies, such as The Walt Disney Company, Netflix, or Amazon.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Over-the-top services such as Netflix, Hulu, iTunes, and Pluto.tv
Physical home video such as DVD & Blu-ray
Traditional TV advertising such as commercial breaks
Public TV licence fees such as BBC TV License in the UK and the Rundfunkbeitrag in Germany

Movie theater ticket sales such as from AMC Theatres
Public license fees collected in the form of a tax such as income tax in the Nordic countries

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.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.