Italy: TV market grows by 5% in 2016
December 16, 2016
From Branislav Pekic in Rome
The TV market in Italy has shown signs of recovery in 2016 that calls to an end the period of deep structural crisis that affected the sector, according to a report by Rome-based ITMedia Consulting.
Total market growth amounted to €404 million, growing at a rate of over 5 per cent compared to 2015.
Advertising shows encouraging signs of recovery after a long period of recession and stagnation, thanks to a number of factors. These include the recovery of the general entertainment channels (in particular public broadcaster RAI); the popularity of the Olympics and Euro 2016 sporting events; increased offers; increased competition; consolidation of major international providers of DTT thematic channels, as well as the growth of online revenues.
The advertising segment achieved a growth rate of around 6 per cent in 2016, meaning it now accounts for 40 per cent of overall revenues of the TV market.
The forecast for the year is that advertising will surpass pay-TV revenues. This will be achieved despite a 2 per cent growth on subscription-based services when compared to 2015. Most of the growth will come from broadband TV, SVoD and TVoD services.