In 2024, television remains the primary media source for Italians, with a remarkable reach of 94 percent of the population, as reported by Censis. The data highlights an interesting trend where satellite television is gaining popularity, reaching nearly half of the users. In contrast, digital terrestrial television (DTT) has seen a minor decline, suggesting a possible movement towards internet-based platforms. Additionally, over-the-top (OTT) services and mobile TV are on the rise, reflecting a growing preference for on-demand content accessible via smartphones and tablets. Internet usage continues to be robust, closely aligning with smartphone penetration rates. Streaming giants Netflix and Prime Video still lead but have witnessed slight declines in market share, while other platforms like Disney+ and newcomers such as Mubi are carving out their niches.

The annual Censis report underscores the enduring dominance of television among Italian audiences, despite the increasing prevalence of digital media options. Satellite television has surged in popularity, capturing 47.7 percent of viewers, marking a significant increase from previous figures. This growth may be attributed to the convenience and variety offered by both free-to-air and subscription-based models. As traditional DTT experiences a slight dip, it signals a broader trend of audiences gravitating toward more flexible and personalized viewing experiences.

Simultaneously, the adoption of OTT services has expanded considerably, now encompassing 58.4 percent of the population. Mobile TV, accessed through devices like smartphones and tablets, has also grown, reaching one-third of users. These statistics point to evolving consumer habits that favor on-demand content consumption, allowing individuals to watch what they want, when they want. The intersection of high internet usage and widespread smartphone adoption further supports this shift, illustrating how technology integration influences media consumption patterns.

Within the streaming landscape, Netflix and Prime Video maintain their leadership roles but face challenges as their market shares slightly decrease. Competitors such as Disney+ continue to strengthen their positions, while emerging players like Mubi bring fresh options to the table. This competitive environment encourages innovation and diversification within the streaming sector, ultimately benefiting consumers who enjoy a wider array of choices.

As these trends unfold, they paint a vivid picture of the dynamic nature of media consumption in Italy. The persistence of television as a central medium coexists with the rapid evolution of digital platforms, creating a multifaceted media ecosystem. This blend of traditional and modern technologies reflects the adaptability and preferences of contemporary Italian audiences, setting the stage for continued transformation in how people engage with media content.