Sky Italia, Mediaset and RAI accounted for about 90 per cent of the revenues in the Italian TV market in 2015, according to the annual report from Italy’s Communications Authority (AgCom).
Satellite pay-TV broadcaster Sky Italia is the market leader, with a 32.5 per cent share (-1 per cent y/y), followed by commercial broadcaster and pay-TV rival Mediaset with 28.4 per cent (+0.4 per cent), with public broadcaster RAI in third place with 27.8 per cent (+0.3 per cent). Discovery Italia accounted for 2.3 per cent (+0.3 per cent), Cairo Communication had 1.5 per cent (-0.2 per cent), while other players had a total of 7.4 per cent.
Overall revenues in the Italian media sector dropped by 1.2 per cent, from €14.37 billion in 2014 to €14.20 billion in 2015. TV and radio accounted for the lion’s share, €8.5 billion, while online revenues grew 5.2 per cent to €1.70 billion.
Of total TV market revenues, free-to-air accounted for €4.53 billion (+1.4 per cent), while pay-TV was worth €3.32 billion (-1.5 per cent). Sky Italia had 76 per cent of the pay-TV market, compared to Mediaset Premium with 19 per cent.