Italian TV will suffer a contraction of 1.1% in 2022, according to the report from ITMedia Consulting. Despite this, the pay-TV segment will grow by 4.4 % and the OTT will go from 11.6 million households in 2022 to 13.8 million in 2024. The market will grow at an average annual rate of 2.3 % in the next two years.
Major operators Sky Italia, Mediaset and Rai will account for 69 % of the total TV market in 2024, although they will lose share to other players, who will account for over 30 % of the total, fuelled by the growth of VoD.
In its report, ITMedia Consulting highlights that viewers are progressively migrating from traditional linear TV to broadband video streaming services. As a result, the market share of new entrants has tripled in just four years, increasing competition in the TV market.