8 November 2010
The Italian TV market is digital. At the end of 2010 less than 20% of households have analogue TV.
DTT is the most common platform, and, at the end of 2010, it covers more than 50% of households; this percentage goes beyond 2/3 if we refer to only the digital market.
After a rather unfavourable time, due to the economic crisis, in the next 3 years the Italian TV market will grow at an average rate of 3.4%.
Despite a great dynamism, the market is highly concentrated, as three players share more than 90% of the market.
As for TV advertising, Mediaset will remain leader and Sky will do the same with pay TV. Although Sky's core business market share has decreased, it will start to grow again in terms of value and subscribers and it will also become an important player in the advertising market thanks to the increase in its free DTT offer.