Research: Satellite TV reaches 48% of Italians
April 2, 2025
From Branislav Pekic in Rome
Despite the rise of digital media, television remains the dominant media source for Italians, reaching 94. per cent of the population in 2024, according to the annual Censis report on the state of Italian media.
Interestingly, satellite television viewership, both free-to-air and subscription-based, is experiencing significant growth, now reaching 47.7 per cent of users, an increase of 2.6 percentage points.
While still prevalent, digital terrestrial television (DTT) saw a slight decline of 1.8 percentage points, perhaps indicating a shift towards internet-based and mobile television platforms.
OTT rose by 2.3 percentage points to 58.4 per cent, and mobile TV (via smartphones and tablets) reached 35 per cent (+1.4 percentage points), highlighting the increasing consumption of on-demand and mobile content.
Internet usage remains strong at 90.1 per cent (+1 percentage point from 2023), and significantly overlaps with smartphone use, which also grew, reaching 89.3 per cent.
Meanwhile, Netflix and Prime Video continue to lead the Italian streaming market, but both experienced a slight dip in market share in the first quarter of 2024, according to JustWatch data.
Netflix holds 28 per cent, and Prime Video 27 per cent, each down 1 percentage point from the previous quarter. Disney+ placed a solid third at 17 per cent, while Now TV dropped to 6 per cent. Apple TV+ and Paramount+ each hold 4 per cent, followed by Infinity+ at 3 per cent and new entrant Mubi at 2 per cent.
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