Volume, Structure and Evolution of the Italian Audiovisual Market

Estimate of Market Resources Attracted by the Audiovisual Sector in Italy 2018–2024 / Total of all Media
(€bn at current values)

The domestic audiovisual sector has registered significant growth in 2024 (+9% on the previous year). This exceptional growth has not been recorded in recent years and is due not only to the continuous, steady expansion of the Online Video segment but also to the excellent performance of linear TV.
Overall, the audiovisual offerings across all platforms attracted market resources for €16.3bn, bringing the compound annual growth rate (CAGR) for the period 2018-2024 to 4.6%.

Market Resources Attracted by the Audiovisual Sector in Italy and Gross Domestic Product: 2018–2024
(in Current Value %)

In terms of Gross Domestic Product (GDP), the audiovisual sector (estimated here based on the gross resources attracted by offerings to the final user) accounts for about 0.73% (average value between 2018 and 2024).
In terms of annual growth, between 2023 and 2024, the audiovisual sector shows significant overperformance compared to the domestic GDP trend.

Market Resources Attracted by the Audiovisual Sector in Italy / Breakdown by Media: 2018–2024
(€m)

Linear TV remains the leading audiovisual medium in 2024, with a share of 52% of the total sector (including video games). When considering only the increasingly homogeneous and integrated Online Audiovisual sector – namely the set of TV offers (free and paid) and Online Video offers (free and paid in long and short formats) – linear TV accounts for 61% of the total (€13.915m). It is important to note that television operators receive a portion of the revenues from the Online Video segment.

Growth Rate 2023–2024 of Different Mediums in the Audiovisual Sector in Italy
(%)

Cinema is the only medium that does not register resource growth in 2024 compared to the previous year.
Linear TV shows significant growth (mainly driven by a surge in advertising investments), while Online Video (free and paid, meaning all SVoD, TVoD, EST, and AVoD services) maintains a double-digit growth rate, as it has for years.