Market data from Futuresource Consulting shows streaming revenue has overtaken pay-TV for the first time in Italy, pointing to a decisive shift towards digital services.
SVoD revenues rose by 12 per cent in 2025, continuing a multi-year upward trend as consumers adopt more services and ad-supported tiers gain traction. According to the company’s research, the market is anchored by major industry players such as Netflix, Amazon Prime Video and Disney+, with aggregators including TIMvision and Sky boosting service stacking and smoothing access across platforms.
“There’s a renewed sense of energy running through Italy’s video landscape,” said Rachel Mitchell, research analyst at Futuresource Consulting. “Price adjustments, richer content slates and a more diversified range of tiers are making streaming both more accessible and increasingly premium at the same time. As a result, Italy is tracking towards long-term digital expansion.”
Despite a 4 per cent year-on-year fall, pay-TV still represents a significant spend at €1.7 billion in 2025, down 4 per cent year-on-year. Satellite remains strong but faces mounting pressure from digital-first services and sports-rights fragmentation.
Growth in broadband penetration and multi-service bundling is having a positive effect on IPTV, which continues upward. Aggregation, app upgrades and cross-service integration remain central to pay-TV’s retention strategy, said Futuresource.
“Across all formats, our projections show that the Italian video entertainment sector will maintain steady growth over the medium term,” said Mitchell. “Italy’s story is one of a connected ecosystem, where multiple sectors are gaining strength together and consumers are curating their entertainment experiences on their own terms.”
