The Italian TV panorama is evolving in the direction of ‘streamcasting’, a mix of conventional broadcasting and on-line streaming.
This shift is pushed by a number of elements, together with the growing convergence of various media gamers, the official adoption of Auditel’s Complete Viewers as the brand new measurement commonplace (which now contains digital viewing), and the widespread adoption of sensible TVs in Italian houses.
The 2025 Yearbook of Italian Tv, ready by the Centre for Analysis on Tv and Audiovisuals (Ce.R.T.A.), signifies that common day by day TV consumption between September 2024 and Might 2025 noticed a marginal lower of 1.2 per cent, or 100,000 viewers, in comparison with the earlier 12 months. Even prime-time viewership has held robust, with 19.6 million viewers (-1.4 per cent). The common viewing time throughout a broader interval (January 1st to November fifteenth, 2025) remained just about unchanged at 3 hours 17 minutes, regardless of a 12 months void of any main sporting occasions.
The ‘streaming revolution’, nonetheless, is continuing at a extra measured tempo. OTT providers akin to Netflix and YouTube noticed a rise of 1.7 per cent, accounting for 18.8 per cent of whole consumption. This interprets to a mean of 45 minutes per day and an viewers of 1.8 million.
Sensible TVs now quantity over 22 million in Italy and are utilized by greater than half of Italian households, profoundly influencing how households devour TV content material. This pattern is clear even amongst older age teams: a ten.5 per cent soar in streaming/on-demand consumption was recorded amongst these over 65.
The cornerstone of linear broadcasting stays unscripted TV (leisure, speak reveals, actuality TV), which continues to develop on conventional linear networks, each by way of titles (+6 per cent) and hours (+3 per cent). Conversely, unscripted hours devoted to OTT providers noticed a 7 per cent decline in comparison with the earlier season.
