Italian VoD users reach 16.1m
August 4, 2022
From Branislav Pekic in Rome
The number of unique users of SVoD platforms in Italy reached 16.1 million in March 2022, a growth of 1.6 million on the same month in 2021, according to the Q1 report of Italy’s Communications Authority (AgCom).
On average, Netflix recorded 9.2 million unique users (+5.5 per cent y/y), followed by Amazon Prime with 7 million (+28.4 per cent), although Disney+, with 3.5 million, recorded the highest growth (+41.1 per cent).
Streaming sports platform DAZN is also growing, reaching 2.6 million users (up from about 2.1 million in March 2021).
Total browsing time on the main SVoD platforms averaged about 44.5 million hours per month, down from 46.2 million in Q1 2021.
Netflix saw a drop of 12.5 per cent (from 113.5 to 99 million hours), while Amazon Prime registered 30 per cent growth (from 16.3 to 21.2 million), Disney+ increased by 150 per cent (from 3.2 to 8 million hours), while DAZN went up from 1.6 to 3.0 million total browsing hours in the quarter.
In the TV segment, the ‘average day’ ratings recorded in March 2022 (10.33 million) decreased by 1.16 million (-10.1 per cent) compared to the corresponding month in 2021, while prime time viewers dropped by 3.4 million.
Public broadcaster Rai leads the ranking with 3.83 million average daily viewers (35.9 per cent share), followed by Mediaset with 3.60 million (33.7 per cent). Compared to the corresponding figures for 2021, Rai lost 400,000 daily viewers compared to Mediaset’s 150,000.
Broadcasters Discovery Italia, Sky Italia and La7 all saw a drop in average day audience, down by 0.4 per cent (from 17.2 per cent to 16.8 per cent), losing around 220,000 viewers.