Italian broadcasters lose over a fifth of their revenue share to global streaming platforms, signaling a looming market‑share crossover
Executive summary: Between 2020 and 2025, Italian broadcasters' share of total revenue fell from 78% to 57% as global streaming platforms expanded their control over distribution, data and advertising. The shift threatens broadcasters' advertising and subscription income and gives platforms greater pricing power in Italy's media market.
Who is involved: Italian broadcasters (e.g., RAI, Mediaset), global OTT platforms (e.g., Netflix, Amazon Prime Video, Disney+), advertisers, and Italy's communications regulator (AGCOM).
Likely next: Broadcasters may accelerate OTT launches or seek regulatory relief, while platforms could deepen local content investment and data‑driven ad offerings.
The eMedia study shows that Italian broadcasters' revenue share dropped from 78% in 2020 to 57% in 2025, while global platforms strengthened their hold on distribution, data and advertising sales. This reflects changing viewer habits and the growing leverage of multinational OTT services in Italy. The trend suggests broadcasters may need to adapt their models or face further erosion of advertising and subscription income.
Timeline
- — Le piattaforme erodono quote di mercato alle Tv e puntano al sorpasso (Il Sole 24 Ore — Economia)
Analysis — what this means
Sectors affected
- Italian broadcast television
- global video streaming platforms
- digital advertising
Sources
- Le piattaforme erodono quote di mercato alle Tv e puntano al sorpasso — Il Sole 24 Ore — Economia