A report by ITMedia Consulting has shown that the Italian TV market in 2013 was worth €7.73 billion, a drop of €307 million or 4 per cent over the previous year.
However, the TV market should grow over the next two years, reaching €8.12 billion by the end of 2015, thanks to the recovery of the advertising market, which will represent 40 per cent of total revenues.
The TV advertising segment was worth €3.5-3.6 billion this year, compared to €3.92 billion in 2012, while the expectations for the period 2014-2015 are positive, reaching €4.3-4.5 billion.
The pay-TV segment will remain stable (+0.7 per cent in three years), with a 38 per cent share of the overall TV market in Italy.
The three main players, Mediaset, Rai and Sky Italia, will divide 95 per cent of the TV market in 2014. DTH operator Sky Italia will see its market share drop from 35 per cent in 2013 to 33 per cent in 2015. Terrestrial broadcasters RAI and Mediaset will remain stable, each with 30 per cent of the market. However, the other players will see their market share grow from 5 per cent this year to 7 per cent in 2015.