The number of Italians using OTT services reached 19.1 million in June 2017, up by 2.9 million or 18 per cent on September 2016.
This corresponds to 58 per cent of Italian internet users aged 16 years and over, according to a study on the online video content market in Italy by the EY consultancy.
Most of the users (17.7 million) access free OTT content, mainly YouTube, but half also use the platforms provided by leading Italian broadcasters such as RaiPlay, Mediaset.it, DPlay and La7.it. The number of users who pay for OTT content amounts to 4.3 million.
The most popular content are movies and TV series for OTT Pay users and entertainment for OTT Free viewers.
Also, 52 per cent of OTT Free users watch content out of home, compared to 30 per cent for OTT Pay.
Among the OTT pay platforms, Netflix has 800,000 subscribers, followed by TIM Vision (Telecom Italia) with 600,000, Infinity (Mediaset) with 300,000 and NOW (Sky Italia) with 250,000. A fifth player (Amazon Prime) entered the market in 2017.