13 Feb The advance of streaming in the Italian market
The television landscape is changing: traditional TV remains the leader by revenue, but streaming giants are increasingly advancing.
The latest report by Mediobanca’s Study Area on Media and Entertainment internationally in the first nine months of 2022 showed that revenues grew by 8.2 per cent, with an increase from the streaming of 14.8 per cent, reaching about 17 per cent of total revenues With its three services, Walt Disney is the leading player in the number of subscribers, reaching 236 million (accounting for 25.6 per cent of the on-demand subscriber market). Netflix is the first single platform with 230 million subscribers and 24.3 per cent of the market; Amazon Prime Video follows it with 22.8 per cent.
In Italy, RAI, Sky and Mediaset share more than 80 per cent of the total turnover: in 2021, RAI is in the first position by revenue, 2.7 billion euros, +6.7 per cent compared to 2020, followed by Sky with 2.5 billion euros, -10.4 per cent compared to 2020; and finally Mediaset with 2 billion, +11.7 per cent compared to 2020.
RAI has the lowest licence fee compared to public TV stations in major European countries, which is also lower than the European average (€0.25 per day per subscriber versus the average €0.32).
Despite the encouraging results that emerged in 2021, Mediobanca estimates a 4 per cent drop in revenues for the leading operators active in Italy for the whole of 2022. The reasons are:
- • the contraction of traditional pay TV;
- • the slowdown in advertising sales;
- • and the counter-trend in streaming.
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