Media - Italy

  • Italy
  • Italy is projected to reach a revenue of US$27.51bn in the Media market by 2024.
  • The country's largest market is TV & Video with a market volume of US$13.44bn in the same year.
  • In global comparison, most revenue will be generated the in the United States, reaching US$525.70bn in 2024.
  • Within the Media market, 32.68% of total revenues in Italy will be generated through digital Media market by 2029.
  • Italy's media market is experiencing a surge in digital subscriptions, reshaping traditional revenue models and content consumption habits.

Key regions: United States, China, Japan, United Kingdom, Germany

Region comparison

Analyst Opinion

The Media market in Italy has been experiencing significant growth and development in recent years.

Customer preferences:
Italian consumers have shown a strong preference for digital media platforms, with a growing number of people accessing news, entertainment, and other forms of media through online channels. This shift in consumer behavior has led to an increase in demand for digital media services, such as streaming platforms and online news outlets. Additionally, there is a growing interest in personalized content, with consumers seeking out media that caters to their specific interests and preferences.

Trends in the market:
One of the key trends in the Italian media market is the rise of streaming services. Platforms such as Netflix and Amazon Prime Video have gained popularity among Italian consumers, who are increasingly turning to these services for their entertainment needs. This trend has been driven by factors such as the convenience of on-demand content and the availability of a wide range of international and local programming. Another trend in the Italian media market is the increasing importance of social media platforms. Italian consumers are active users of social media, with platforms such as Facebook, Instagram, and Twitter being widely used for news consumption and entertainment purposes. This trend has led to a shift in advertising strategies, with companies allocating more of their marketing budgets to social media advertising.

Local special circumstances:
Italy has a strong tradition of traditional media, such as television and radio. While digital media platforms are gaining popularity, traditional media still holds a significant share of the market. This is due to factors such as the influence of established media companies and the preference of some consumers for traditional forms of media. As a result, there is a coexistence of traditional and digital media in the Italian market.

Underlying macroeconomic factors:
The growth and development of the media market in Italy can be attributed to several macroeconomic factors. Italy has a large population, which provides a large consumer base for media companies. Additionally, the country has a high internet penetration rate, with a large percentage of the population having access to the internet. This has facilitated the growth of digital media platforms and increased consumer demand for online content. Furthermore, Italy has a strong cultural and creative industry, which has contributed to the growth of the media market. The country is known for its film and television production, as well as its fashion and design industries. This has attracted international media companies to invest in the Italian market, further driving its growth and development. In conclusion, the Media market in Italy is experiencing significant growth and development, driven by customer preferences for digital media platforms, the rise of streaming services, the increasing importance of social media, and the coexistence of traditional and digital media. These trends are supported by underlying macroeconomic factors such as a large population, high internet penetration rate, and a strong cultural and creative industry.


Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). 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 / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, 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). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, 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.


  • Revenue
  • Analyst Opinion
  • Users
  • Media Usage
  • Global Comparison
  • Methodology
  • Key Market Indicators
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