Italy: Traditional TV Declines as SVoD Hits New Peak

Why It Matters

The shift underscores accelerating consumer migration from linear TV to streaming, reshaping advertising spend and content strategies in Italy’s media landscape. Broadcasters must adapt or risk losing relevance as subscription platforms capture growing viewer attention.

Key Takeaways

• Traditional TV prime‑time ratings fell 2.5% year‑over‑year.
• Mediaset retained top share, Rai lost 7% of prime audience.
• SVoD unique users hit 15.8 million, up 1.8% YoY.
• Netflix leads Italy SVoD with 8.5 million users, growth resumes.
• DAZN streaming hours dropped 37.5%, signaling sports‑streaming challenges.

Pulse Analysis

Italy’s television ecosystem is at a crossroads, with the Communications Regulatory Authority reporting a steady erosion of linear viewership. Prime‑time audiences contracted by 2.5% and full‑day ratings slipped further, reflecting broader European trends where cord‑cutting erodes traditional ad revenues. Mediaset’s modest gains highlight the importance of strong domestic content, yet even its numbers show a slight decline, suggesting that brand loyalty alone cannot offset the lure of on‑demand alternatives.

Streaming platforms are capitalising on this fatigue. SVoD services reached 15.8 million unique users in December 2025, a 1.8% year‑over‑year rise, with Netflix reclaiming momentum at 8.5 million users and Prime Video close behind. Total streaming time jumped 20.2% to almost 46 million hours, indicating deeper engagement beyond mere sign‑ups. Free‑VoD remains sizable at 35.3 million users, but its total watch time fell 3.3%, hinting that viewers prefer premium, ad‑free experiences for longer sessions.

For advertisers and broadcasters, the data signals a decisive pivot. Linear TV must reinvent its value proposition, perhaps through hybrid models that integrate streaming data and targeted ad tech. Meanwhile, sports‑focused services like DAZN face steep challenges, with a 37.5% drop in viewing hours, raising questions about the sustainability of niche streaming bets. As Italy’s audience continues to gravitate toward subscription services, the next few years will likely see intensified competition for premium content rights and a reallocation of ad spend toward platforms that can deliver measurable, engaged viewership.