The audiovisual market in Italy 2010 – 2023
Television is still the central medium in the audiovisual system, but the rapid growth of the online video environment endures and has actually increased, also owing to the Covid-19 pandemic, having touched a value of nearly € 2 billion in 2020.
2021 is characterized by further growth for online revenues (VoD and AvoD) and the rebound in advertising investments on television (+ 33.2% in the first semester)
Estimate of revenues from the audiovisual market in Italy by means
(€ million)
Source: eMedia for APA
The audiovisual content exploited on “traditional” media (TV, Cinema and physical Home video) generated 81% of the total market resources in 2020 while the share of free and paid online consumption has reached 19%.
In 2023, the share of online media revenues on the total audiovisual market could reach 25%.
This transformation of the audiovisual market introduces structural changes to the demand for original content (in the catalogue/scripted genres) and represents the main challenge for linear TV operators.
Estimate of revenues from the audiovisual market in Italy: traditional vs online means
(€ million and %)
Source: eMedia for APA
– The values relating to revenues from linear television services distributed on a national basis are e-Media elaborations on AGCOM data and operator data.
– The data relating to physical Home video are from Univideo Source.
– The data relating to cinema are sourced from Cinetel (“Cinema data in cinemas in 2020”
– VoD (Video on Demand) revenue figures include the three different services – Subscription Video on Demand (SVoD), Electronic Sell Through (EST), Transactional Video on Demand (TVoD) – and are the product of eMedia estimates and processing on Univideo data.
– The data relating to revenues from online advertising in video display formats (Online Video Adv) are processed by eMedia on FCP, IAB, Nielsen, Politecnico di Milano and Zenith data.
– All the estimates for the year 2021 and the forecasts for the years 2022 and 2023 are elaborations of eMedia.
– The value relating to the growth in advertising investments on the TV medium in the first half of 2021 comes from Nielsen.