ITMedia Consulting predicts that the Italian TV market will grow over the next two years, at an average annual rate (CAGR) of 3.4 per cent, reaching €8.8 billion in 2020.
Broadband TV will be available in 8.5 million homes, up from 3.8 million in 2018, growing at annual rate of 25 per cent.
Meanwhile, DTH platforms will see a period of slight downturn, with a limited but steady increase in FTA offers, attributed to the Tivùsat platform, and the decrease of subscribers to Sky Italia as a result of the company’s new multi-platform strategy and the increasing importance of broadband.
The Rome-based consultancy expects that, within the pay-TV segment, online platforms will reach a 61 per cent share in 2020, eroding the market shares of all other platforms.
Broadband was the third ranked distribution platform in 2017 and in just 3 years will become the prevalent mode of distribution.
The broadband segment is predicted triple in the same period from 9 per cent to 27 per cent, linked to the development of new offers and business models . SVoD and TVoD services will represent almost 20 per cent of the total pay-TV market by the end of 2020.
Another sign of the radical transformation of the Italian TV landscape is that FTA will no longer be the primary access mode to TV, to the benefit of pay-TV going from 42 per cent to 55 per cent penetration within Italian households.