In 2015, the TV market in Italy showed the first signs of recovery after a long period of recession according to a report by ITMedia Consulting. Total earnings have risen 0.6 per cent from the previous year.
The diffusion of platforms, after years of stagnation, is starting to change: Broadband TV will triple its accesses and will become the primary modality in 900,000 homes compared to the actual 300.000.
In 2016 total earnings will still be growing and by the end of 2017 the market will reach €7,9 billion, at an annual average of +1.8 per cent over the period considered.
Advertising is still suffering the lingering conjunctural effects: though growing, the CAGR will be limited to +0,95 per cent, driven primarily by the thematic channels.
The pay-TV segment, despite the expected decline for DTH satellite, will increase in the considered period by +3,45 per cent, thanks to the development of DTT offer and especially of Broadband TV. Mediaset, Rai and Sky Italia account almost for the entire market, with a combined share of 94 per cent, that will decrease by 1 percentage point in 2017 as a result of the development of Broadband TV players. In advertising Mediaset will remain the main operator, with over half of the revenues.
In the pay-TV segment Sky still keeps its leadership, even if showing a clear decreasing trend, shifting from 80 per cent to 72 per cent of the market. Mediaset Premium is growing, as well as the Other Operators component, driven by broadband TV and VoD.