Volume, structure and evolution of the audiovisual market

2010–2023 revenues in the italian audiovisual market and 2026 forecast / All media
(€bil at nominal values)

In 2023, the overall revenue in the Italian audiovisual market – Television, Cinema, “physical” video (DVD and Blue-Ray – now irrelevant in terms of volume), and online offer (TVoD, EST, SVoD, AVoD) – were worth slightly less than €12.8 billion.
Between 2023 and 2026, significant growth is expected (CAGR 3.7%), essentially determined by a revenue increase based on two online components: paid audiovisual services (TVoD, EST and SVoD) and free services (AVoD / sharing platforms) financed by advertising (video and social video formats).

2010 – 2026 italian audiovisual market revenues / By media
(€bn at nominal values and %)

Television is still the leading audiovisual outlet with 2023 revenue in the order of €8.2 billion (71% of the total market).
In 2023, Exhibition recovered significantly from the Covid-19 pandemic years, recording revenues (takings and advertising investments) of €0.51bn. In 2024, the domestic Box Office should reach pre-pandemic figures.
In 2023, paid VoD revenues (all TVoD, EST and SVoD services) have been estimated at around €1.1bn, while video display advertising revenues (AVoD services and social video advertising) are estimated at €1.7bn for a total value of the online sector of €2.8bn (24% of the market).

2010–2026 italian audiovisual market revenues / Traditional vs online media
(%)

The growth of online services within the audiovisual market endures – irreversibly and according to forecasts – while traditional media retreat.
Overall, in 2023, the online offer reached 24% of the total market and is estimated to grow by 3% in 2026, reaching a 27% share of the market.