The Italian TV market is projected to reach a value of €8.97 billion by the end of 2025, representing a 2.2 per cent growth over 2024..
This is according to the latest report from Rome-based consultancy ITMedia Consulting, The Television Market in Italy 2025–2027, which highlights a shift from traditional linear TV to non-linear and online services. The market is expected to surpass the €9 billion mark for the first time in 2026, driven by continued expansion in the online and streaming sectors. [...]
[...] Streaming service subscribers in Italy are expected to reach close to 20 million by the end of 2025. Over 16 million households are now equipped with connected TVs. Netflix leads the streaming market with a 29 per cent share, followed by Prime Video (25 per cent), Disney+ (16 per cent) and DAZN (9.5 per cent).[...]
[...] Pay-TV, which surpassed free-to-air (FTA) TV in 2021, is expected to reach two-thirds of TV households in 2025 and exceed 70 per cent by 2027. Conversely, FTA TV— particularly via the TivùSat platform — is showing some stability after years of decline, partially offsetting the reduction in Sky Italia’s pay-satellite subscribers.
Branislav Pekic, Advanced TV, December 23, 2025
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