The three main broadcasters still share 95 per cent of the Italian TV market, but DTH operator Sky Italia is likely to take over the leadership position from Mediaset in terms of revenue, while RAI will continue to lose ground, according to ITMedia Consulting’s report – The Television Market in Italy: 2011-2013.
According to the consultancy, the economic outlook for the sector is bleak, which for the first time registers a downturn after years of steady growth. Research suggests that at the end of 2011, the market will be worth a total of €8.8 billion, a figure slightly lower than for 2010.
Estimates suggest, however, an average growth rate of 1.7 per cent over the coming years, generating a total of €9.2 billion in 2013. Advertising remains the main revenue source (although below 50 per cent), with new digital TV channels registering a 17 per cent annual growth rate in ad revenue.
Pay-TV, in contrast to the rest of the market, is still growing, although now at an annual rate of 4.6 per cent.
Sky Italia and Mediaset will continue to contend the leadership position, with almost similar shares and revenues of around €3 billion. Mediaset will, however, be affected by the advertising crisis, and this will help Sky, which will recover within two years and take the top position in 2013. Telecom Italia will remain a minor player, but will grow significantly thanks to advertising.
At the end of 2011, six months before the switch-off, analogue will be present in only five per cent of households. There will be a substantial stabilisation of the distribution platforms: DTT’s share will drop, satellite will grow slightly, while broadband TV will have a limited impact, albeit reaching 800,000 households in 2013.