Volume, structure and evolution of the audiovisual market

Estimated total revenues of the audiovisual market in italy 2010 – 2024 / through all media
(€ billion at nominal values)

Source: eMedia for APA

In 2021, the total revenues of the Italian audiovisual market – Television, Cinema, “physical” Video (DVD and Blu-Ray) and online services (TVOD, EST, SVOD, AVOD) – are worth approximately € 10.14 billion1, a value close to the pre-pandemic Covid-19 asset.

In the three-year period 2022-2024, the market is looking forward to a significant increase (CAGR 4.5%) 2 mainly due to the increase in revenues from online audiovisual services. This increase will have an important impact on the audiovisual production sector.

Stima dei ricavi complessivi del mercato audiovisivo in Italia 2010-2024, suddivisione per mezzi
(€ mld a valori nominali)


Fonte: eMedia per APA

Television is confirmed as the leading audiovisual medium with €7.9 billion revenue (78% of the total market) in 2021. However, TV is set to grow modestly, and it is possible to predict that in 2024 its share could decrease to 70%.

While “physical” video (DVD and Blu-Ray) continues its unrelenting decline (€0.07 billion), movie theaters, which have been heavily penalized by the Covid-19 pandemic, records only €0.17 billion in revenue but has shown a significant recovery starting of 2022.

In 2021, revenues from paid VOD are estimated at €0.75 bns [3] while revenues from video advertising (AVOD services) are assessed at €1.25 bn.

Estimated revenues of the audiovisual market in italy 2010 – 2025, Traditional media vs online services
(%)

Fonte: eMedia per APA

The weight of online audiovisual services has been growing, quadrupling their total market share within the past 6 years (2015-2021).

In 2024, the cumulative revenues of online audiovisual services (TVOD, EST, SVOD and AVOD) will be worth approximately 25% of the total domestic audiovisual market.