Agcom has analysed the usage data of the main online platforms in Italy, and its report asserted that for paid video-on-demand (VOD) platforms, March 2025 recorded just over 15 million unique users, down 307,000 from March 2024 (-2%). Netflix averaged 8.3 million monthly users in Q1 2025 (+0.1% vs. Q1 2024), followed by Amazon Prime Video with 7.3 million (+5.2%), Disney+ with 3.7 million (-4.6%), Dazn with 2.2 million (-11.8%), and Now (Sky) with 1.4 million (-5.8%).
Overall streaming time on major paid VOD platforms in March 2025 totaled over 41 million hours, a +9.5% increase from March 2024. Netflix dropped from about 86 million hours in March 2024 to 83 million in March 2025. Most platforms showed declines in total time spent, except Amazon Prime Video, which jumped from about 15 million hours in Q1 2024 to around 21 million in Q1 2025. Disney+ dropped 5%, Dazn fell 27.9%, and Now/Sky decreased by 36.2%.
Free VOD platforms reached 37.16 million unique users in March 2025, up +3.4% compared to the previous year. News Mediaset Sites led with 20.4 million monthly visitors, followed by RaiPlay (10.1 million) and Sky TG24 (8 million). Time spent on free VOD services totaled over 36 million hours (+16.6% year-on-year), with average browsing time per user exceeding 58 minutes, about eight minutes more than in March 2024.