Market Insights Advertising & Media Media TV & Video

OTT Video - Italy

Italy

Revenue in the OTT Video market is projected to reach US$3.62bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 5.89%, resulting in a projected market volume of US$4.82bn by 2029.
The largest market is OTT Video Advertising with a market volume of US$1.69bn in 2024.
In global comparison, most revenue will be generated in the United States (US$132,900.00m in 2024).
In the OTT Video market, the number of users is expected to amount to 46.6m users by 2029.
User penetration will be 75.2% in 2024 and is expected to hit 80.7% by 2029.
The average revenue per user (ARPU) in the OTT Video market is projected to amount to US$82.03 in 2024.
The usage share of Amazon Prime Video amounts to an estimated 22% of the Videostreaming (SVoD) segment and the selected region in 2020.

Key regions: United Kingdom, Germany, South Korea, Asia, India

Market

Region

Region comparison

Currency

Analyst Opinion

The OTT Video market in Italy has been experiencing significant growth in recent years, driven by changing customer preferences and the local special circumstances.

Customer preferences: Italian consumers are increasingly turning to OTT Video platforms for their entertainment needs. The convenience and flexibility offered by these platforms, allowing users to stream content anytime and anywhere, have made them popular among the tech-savvy Italian population. Additionally, the availability of a wide range of content, including movies, TV shows, and original productions, caters to the diverse tastes of Italian viewers.

Trends in the market: One of the key trends in the Italian OTT Video market is the growing popularity of local content. Italian viewers have shown a strong preference for homegrown productions, including movies and TV shows, which has led to an increase in the production of original Italian content by OTT platforms. This trend is driven by the desire to connect with familiar stories and characters, as well as support local talent and industry. Another trend in the market is the increasing adoption of subscription-based models. Italian consumers are willing to pay a monthly fee for unlimited access to a vast library of content, rather than purchasing individual movies or TV shows. This shift in consumer behavior has led to the rise of subscription-based OTT Video platforms, which offer a wide range of content at affordable prices.

Local special circumstances: Italy has a strong tradition of cinema and television, which has influenced the preferences of Italian viewers. The country has a rich cultural heritage, and Italians have a deep appreciation for storytelling and visual arts. This has created a fertile ground for the growth of the OTT Video market, as consumers seek out platforms that offer a diverse range of content to satisfy their entertainment needs.

Underlying macroeconomic factors: The growth of the OTT Video market in Italy is also influenced by underlying macroeconomic factors. The increasing availability of high-speed internet and the widespread adoption of smartphones and other connected devices have made it easier for Italian consumers to access OTT Video platforms. Additionally, the relatively low cost of data plans and the increasing affordability of smart TVs have further fueled the growth of the market. In conclusion, the OTT Video market in Italy is experiencing significant growth due to changing customer preferences, including the demand for local content and the adoption of subscription-based models. The local special circumstances, such as Italy's strong tradition of cinema and television, have also contributed to the market's development. Furthermore, underlying macroeconomic factors, such as the availability of high-speed internet and affordable connected devices, have facilitated the growth of the OTT Video market in Italy.

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 market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market 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 market 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 market. 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.