In 2024, contrary to the global trend, Italian TV viewership witnessed a notable increase of 1.1 percent. This growth was fueled by both traditional and connected TV. As per the 2024 Yearbook of Italian Television by the Research Center on Television and Audiovisuals (CeRTA), streaming played a significant role in driving this upward trajectory. Rai 1 firmly holds its dominant position, claiming five of the top five and eight of the top ten most-watched programmes. Traditional linear TV viewership for major Italian broadcasters such as Rai, Mediaset, and Sky also saw a modest growth of 0.4 percent. Interestingly, smaller broadcasters showed remarkable strength, with Warner Bros Discovery and La7 experiencing double-digit increases, reaching 10.5 percent and 10.1 percent respectively. On the other hand, on-demand viewing demonstrated even stronger growth, with streaming platforms like Netflix and Prime Video seeing a 4.3 percent increase in viewership, averaging 1.8 million viewers daily. This growth is largely attributed to the widespread adoption of smart TVs, which now number 20.2 million, surpassing the 19.7 million PCs in Italian homes. Despite the rise of streaming and other digital activities, Italians still allocate a significantly greater amount of time to traditional TV, spending 3 hours 16 minutes daily. This is in stark contrast to other major Western countries, where daily traditional TV viewing averages between 2 hours 18 minutes in the US and 2 hours 57 minutes in France.

Unraveling the Italian TV Viewership Phenomenon

Traditional TV's Resilience

Italian TV has long been a staple in the lives of Italians. Despite the emergence of streaming platforms, traditional TV continues to hold a significant place. With major broadcasters like Rai, Mediaset, and Sky seeing a 0.4 percent increase in viewership, it shows that there is a certain charm and appeal that traditional TV cannot be replaced. For example, during prime time, families gather around the TV to watch their favorite shows. This shared experience creates a sense of community and connection that streaming platforms often lack. Moreover, traditional TV offers a wide range of programming options, from news and sports to dramas and reality shows. This diversity ensures that there is something for everyone, regardless of their age or interests.

The Impact of Streaming

Streaming has undoubtedly transformed the way Italians consume media. With platforms like Netflix and Prime Video seeing a 4.3 percent increase in viewership, it is clear that Italians are embracing this new form of entertainment. Streaming provides the convenience of watching shows and movies at any time and from anywhere, as long as you have an internet connection. It also offers a personalized viewing experience, with recommendations based on your viewing history. However, it is important to note that streaming is not without its challenges. One of the main concerns is the issue of piracy. With so many illegal streaming websites available, it can be difficult to ensure that viewers are accessing content through legitimate channels. Additionally, there are concerns about data privacy and security when using streaming services.

The Role of Smart TVs

Smart TVs have played a crucial role in the growth of streaming viewership. With the number of smart TVs in Italian homes reaching 20.2 million, it has become easier for Italians to access streaming platforms. Smart TVs offer a seamless integration between TV and the internet, allowing users to easily navigate through different streaming services. They also provide access to a wide range of apps and content, making it a one-stop-shop for entertainment. Moreover, smart TVs often come with features such as voice control and gesture recognition, which enhance the user experience. For example, you can simply use your voice to search for a specific show or movie, or use gestures to control the TV. This makes it even more convenient for users, especially those who are not tech-savvy.