The growth of digital video streaming grew by 52% in Italy last year, a much higher percentage than that evidenced by linear TV which only grew by 11%. These data were published by Sensemakers, with sources from Auditel and Audience Analytics di Comscore and take into account the two lockdown periods that the country had during 2020.
The report also reveals that habitual video consumption also grew. Taking into account the universe of people who watch digital videos at least 2-3 times a week, 80% regularly watch the content offered by SVODs (+ 7 percentage points compared to June) while it rises to 64% (+ 5 points % vs. June) the percentage of regular users of AVOD content. According to Auditel data, if the same period June-December 2020 vs June-December 2019 is compared, general views grew by 63% and the related time invested by 136%.
According to Sensemakers, in 2020, SKY recorded the highest market share in views with 47%, followed by Mediaset with 36% and RAI with 12%. Regarding the time invested in viewing content, Mediaset leads with 38%; second place RAI with 32% and third Sky with 25%. Compared with the observation period (June-December 2019), the most significant growth in views is that of the RAI with + 166% while in the time of permanence it was SKY that registered the highest increase with + 177%.
Users mainly watch movies and television series on streaming platforms (with percentages greater than 50%) followed by entertainment and sports content. This ranking reproduces the penetration levels of the main players and their specializations in certain types of content.
Another factor that had a great growth during 2020 was the use of connected televisions, which are used by 78% of users with even higher percentages in the most valuable socio-demographic segments for advertising investors: 35-44 years old, with children cohabiting, high level of education and income, who reside in large urban centers. Connected TVs also absorb more than half (52%) of the time spent watching streaming content.
Likewise, it should be noted that connected television is seen in a group. In fact, it is the vehicle with the highest percentages of shared vision: 70% in the presence of another person, of which 32% even with 2 or more people.
"In recent months we have witnessed an increase in the use of video streaming services and the consolidation of changes in user behavior that the pandemic accelerated," says Fabrizio Angelini, CEO of Sensemakers. "The most significant novelty is the growth in streaming consumption on connected televisions, which favors increasingly advanced forms of use of digital platforms and the emergence of new competitive dynamics."