Italy’s TV market is entering a transitional phase, with growth increasingly tied to non-linear services and digital advertising, according to Augusto Preta, CEO of ITMedia Consulting. The firm’s latest report forecasts a market value of €8.97 billion by the end of 2025, up 2.2% and close to the €9 billion threshold.
Preta explains that while the Covid-19 period accelerated structural change, recent years have produced mixed signals. Linear TV continues to decline, and although streaming has become a staple of Italian households, SVOD growth has slowed as the market matures. Nearly 20 million Italians now subscribe to VoD services, with over 16 million homes accessing paid online TV.
Advertising is now the key driver of growth. Linear advertising is expected to fall by 0.4% in 2025, while non-linear and online advertising will rise by around 30%, boosted by the entry of major streamers such as Netflix, Disney+, Prime Video and DAZN into the ad-supported model. As a result, Preta stresses that national broadcasters must accelerate investment in BVOD, connected TV, FAST channels and hybrid business models to remain competitive.
Traditional broadcasters Rai, Mediaset and Sky are projected to fall below 67% combined market share for the first time in two decades, as streamers and digital-native operators continue to gain ground. While pay-TV revenues are still growing (+2.9%), this is increasingly driven by hybrid, ad-supported subscriptions rather than traditional premium offers.
Looking ahead to 2027, ITMedia Consulting expects continued growth led by broadband TV, digital advertising and deeper integration between broadcasting and online ecosystems—supported by greater use of AI and new content distribution strategies focused on consumer loyalty and attention in a fully digital environment.
More details:
https://www.advanced-television.com/2025/12/23/report-italian-tv-market-nears-e9bn-valuation/
https://formiche.net/2025/12/futuro-mercato-tv-italia-rapporto-itmedia/#content