Streaming, in Italy eight out of ten users on the platforms for two hours a day

Even more so since, as the same study by The Trade Desk and YouGov points out, Italians’ interest in streaming cuts across different generations. If, in fact, the youngest of Gen Z (18-24 years), in the last 12 months have chosen streaming TV in 74% of cases to watch programmes, sports, news, films and series, YouTube in 64% and surprisingly with the same percentage (64%) also traditional TV, it is the Millennials (25-43 years) who take the scepter as the main users of streaming TV chosen 80% of the time, followed (in the multiple choice survey) from traditional TV (69%) and then YouTube (64%). Gen Traditional TV which remains a solid cornerstone for Baby Boomers (60-78 years) who choose it in 90% of cases to watch their favorite programmes, even if streaming TV defends itself very well and is chosen in 59% of cases cases, with YouTube at 52 percent.

The study thus confirms the continuous and growing popularity of streaming TV in all age groups, in a market which is estimated, according to Statista data, to reach a turnover of 1.45 billion dollars in Italy in 2024 with a growth rate of 9.24% which will lead to reaching a volume of $1.89 billion and 19.4 million users in 2027.

Here however, limiting itself to talking regarding paid video on demand platforms, from Netflix, to Disney+, to Amazon Prime Video just to mention the queens of the market, the survey gives an unequivocal response: 76% of viewers willing to accept a service streaming with advertising content in exchange for a cheaper or even free service.

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