FTA and pay TV penetration in Italy 2019-2020

In Italy, the penetration rate of Pay TV is expected to rise from 48 percent in 2019 to 55 percent by 2020. The estimated number of Pay TV users is 10.4 million as of 2018, including subscribers or users using other subscribers’ accounts.

Pay TV business

  In the country, the main Pay TV providers are Sky and Mediaset Premium. Both groups’ business models are based on revenues from subscriptions and advertising. Over the last years, the revenues from advertising have decreased from 394 million euros in 2012 to 303 million euros in 2018. Conversely, revenues from subscriptions grew from 2.9 billion euros to about three billion euros, over the same years.

Main devices

  The results of a survey conducted in 2017 among Italian internet users indicated the main devices used to watch Pay TV. 70 percent of users preferred to watch it on TV, while 17 percent watched Pay TV videos on their computer. Lastly, five percent used smartphones.

Forecasted penetration of free-to-air and pay TV in Italy in 2019 and 2020

Free to AirPay TV
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Release date

December 2018



Survey time period

2019 and 2020

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Statistics on "Television industry in Italy"

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