Italian TV market remains concentrated as Rai, Mediaset and Sky hold two‑thirds share while streaming platforms erode their dominance
Executive summary: Rai, Mediaset and Sky continue to dominate the Italian TV market, collectively accounting for 67 % of viewership according to the latest data. The persistence of high concentration raises questions about media pluralism and invites regulatory scrutiny, while the rise of streaming platforms signals a structural change in how Italians consume video.
Who is involved: Radiotelevisione italiana (Rai), Mediaset, Comcast‑owned Sky Italia, and emerging over‑the‑top video platforms.
Likely next: Italian communications regulator AGCOM may revisit market‑share thresholds, and broadcasters could accelerate partnerships or investments in digital platforms to defend audience share.
Rai, Mediaset and Sky together still control 67 % of the Italian television audience, with Rai alone at 26.6 %. The article notes that their combined share is slowly shrinking as over‑the‑top platforms gain viewers, creating a emerging fourth pole in the market. This shift could pressure traditional broadcasters to adapt their content and advertising strategies.
Timeline
- — Rai, Mediaset e Sky al 67% ma piattaforme in crescita e ormai quarto polo (Il Sole 24 Ore — Economia)
Analysis — what this means
Likely next events
- AGCOM to publish updated media‑concentration report by Q4 2026
- Rai to launch a new streaming bundle by September 2026
- Mediaset to negotiate advertising‑share deals with major OTT players by end‑2026
Sectors affected
- Italian broadcast television
- Over‑the‑top video streaming
- Television advertising market
Regulatory implications
- AGCOM may apply the 40 % market‑share trigger for dominant‑position assessments to Italian TV operators
- Possible antitrust review of exclusive sports‑rights bundles held by Rai, Mediaset and Sky
Historical parallels
- 2006 AGCOM investigation into the Rai‑Mediaset duopoly in the Italian TV market
- 2012 European Commission scrutiny of Sky Italia’s acquisition of pay‑TV assets
Key entities
Sources
- Rai, Mediaset e Sky al 67% ma piattaforme in crescita e ormai quarto polo — Il Sole 24 Ore — Economia