Italy’s Entertainment, Media and Telecommunications (EM&T) market is projected to grow significantly, with an expansion of 2.9% in 2025, reaching €54.9 billion, up from €53.4 billion in 2024. PwC forecasts a compound annual growth rate (CAGR) of 3.1% over the next five years, estimating the market will reach €63.9 billion by 2030.
Key highlights include:
- Video Market Growth: Italy’s total video market grew by 4.1% year-on-year in 2025, reaching €10.7 billion, primarily driven by OTT streaming services.
- OTT Sector Surge: Overall OTT revenues increased by 14.6% in 2025, totaling €3.2 billion, with projections reaching €4.5 billion by 2030 (a 7.2% CAGR). Subscription Video on Demand (SVoD) contributed €2.7 billion in 2025 and is expected to climb to €3.8 billion by 2030.
- AVoD Growth: Advertising Video on Demand (AVoD) is the fastest-growing segment, from €411.9 million in 2025 to an estimated €610.1 million by 2030 (an 8.2% CAGR).
- Declining Linear Pay-TV: Linear pay-TV revenues fell by 3.5% in 2025, dropping below €2 billion. The total number of pay-TV households decreased to 4.1 million, with a forecasted modest decline of -0.2% CAGR through 2030.
- Sky Italia’s Strategy: In response to subscriber churn, Sky Italia is shifting to IPTV and positioning itself as a content aggregator, reducing setup fees for its Sky Stream hardware to promote bundling with broadband and mobile packages.
- Advertising Landscape: Despite the rise of streaming, traditional broadcasters continue to dominate the commercial advertising space, accounting for 90% of all video ad spend in 2025, with a projected share of 86% by 2030.
This overview indicates a dynamic shift in the Italian media landscape, highlighting the growing importance of OTT platforms and the challenges faced by traditional media.
