In September 2024, the landscape of streaming services in Italy witnessed a significant surge, with over 15.87 million unique users engaging with subscription video-on-demand (SVoD) platforms. This represents a growth of 567,000 users compared to the previous year. Despite this overall increase, individual platform performances varied widely, reflecting shifting consumer preferences and market dynamics.

Discover How Italy’s Streaming Services Are Transforming Media Consumption

Streaming Service User Trends

The Italian media ecosystem saw Netflix, despite a 7.3 per cent decline in user numbers to 8.1 million, maintaining its position as the leading SVoD platform. Amazon Prime Video surged ahead with a robust 8.1 per cent increase, reaching 7 million subscribers. Disney+ also saw modest gains, growing by 4.6 per cent to 3.6 million users. Notably, Now (Sky) experienced a substantial 28.7 per cent rise, amassing 1.4 million subscribers.These figures underscore a dynamic market where competition drives innovation and content diversification. The fluctuating user base highlights the importance of adapting to changing viewer demands and preferences. For instance, Netflix's slight dip could be attributed to increased competition from newer entrants offering niche or regional content that resonates more with local audiences.

Viewing Time Analysis

Total viewing hours on major SVoD platforms climbed by 8.9 per cent, totaling nearly 39 million hours in September 2024. However, this growth was uneven across platforms. Netflix's viewing time dipped from 272 million to 256 million hours, while Prime Video soared from 40 million to 57 million hours. Disney+ and Now showed impressive increases, expanding from 18 to 26 million hours and from 3 million to 4 million hours respectively.This divergence in viewing patterns suggests that content variety and quality significantly influence user engagement. Platforms like Prime Video and Disney+ have capitalized on fresh releases and exclusive content, thereby attracting more viewers and extending their average watch times. Conversely, Netflix's reduction in viewing hours may indicate a need for strategic content refreshment to reinvigorate user interest.

Free VOD Platforms

Free video-on-demand (VOD) platforms recorded a modest 1.5 per cent rise in unique users, totaling 36.5 million. Major players such as News Mediaset Sites, Sky TG24, and RaiPlay led with 21.4 million, 8.4 million, and 7.5 million monthly unique users respectively. Total viewing time, however, decreased slightly by 0.65 per cent to 25.6 million hours, with an average viewing duration per user dropping to 42 minutes.The decline in viewing time on free platforms might signal a shift towards premium, ad-free experiences offered by SVoD services. This trend underscores the evolving preferences of Italian consumers who increasingly value uninterrupted, high-quality entertainment. Moreover, the integration of advanced analytics and personalized recommendations can further enhance user experience on these platforms.

Broadband Connectivity Expansion

Broadband connections in Italy expanded modestly by 217,000 to approximately 19.2 million, demonstrating steady growth. Fiber-to-the-home (FTTH) connections notably increased by 1.18 million year-over-year, bringing the total FTTH additions since September 2020 to 3.86 million. Telecom Italia (TIM) remains the dominant player with a 36.4 per cent market share, followed by Vodafone (16.1 per cent), Wind Tre (14.3 per cent), and Fastweb (13.3 per cent).In the fiber line segment, TIM leads with a commanding 26.3 per cent share. This robust infrastructure development supports the rising demand for high-speed internet, crucial for seamless streaming experiences. As broadband access improves, it not only facilitates better connectivity but also fosters innovation in digital services, enhancing the overall media consumption environment.

Market Dynamics and Future Prospects

The Italian streaming market is poised for continued evolution, driven by technological advancements and changing consumer behaviors. The increasing penetration of SVoD services reflects a broader shift towards digital entertainment, fueled by enhanced broadband capabilities and diverse content offerings. As platforms compete for market share, they must prioritize delivering exceptional user experiences through innovative features and compelling content. This competitive landscape will likely lead to further diversification and specialization, benefiting consumers with a wider array of choices. Moreover, the ongoing expansion of broadband infrastructure will ensure that more users can enjoy uninterrupted access to high-quality streaming services.