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.