Summary

The "OTT market" in Italy refers to the market for Over-the-Top (OTT) media services, which are video and audio streaming services that are delivered over the internet, bypassing traditional cable and satellite television providers. Examples of popular OTT services in Italy include Netflix, Amazon Prime Video, and Disney+. The OTT market in Italy is growing rapidly due to the increasing popularity of online video and audio streaming, as well as the high penetration of high-speed internet and mobile devices. This trend is expected to continue, with more and more Italians choosing to subscribe to OTT services for their entertainment needs. In conclusion, the OTT market in Italy is experiencing significant growth, driven by the increasing popularity of streaming services and the availability of high-speed internet. While there are still challenges that need to be addressed, such as piracy and the need for regulation, the future of the OTT market in Italy looks bright, with continued growth expected in the coming years. Italy has a relatively high level of information penetration, with a high number of Internet users and a high rate of smartphone ownership. According to a study, in 2021, approximately 60% of the Italian population used the Internet daily, and over 70% of Italian households had access to the Internet. The government of Italy has been actively promoting the use of ICTs, through initiatives such as the National Broadband Plan, which aims to improve the country's broadband infrastructure and increase access to high-speed Internet. The high level of information penetration in Italy has had a significant impact on the country's economy and society, enabling the growth of industries such as e-commerce and online media, and facilitating the spread of information and knowledge. However, it has also raised concerns about issues such as digital literacy and online privacy. In Italy Internet data plans vary. Generally, data of 1GB can be avail with a cost of EUR 3.

According to the research report, "Italy over the Top (OTT) Market Overview, 2028," published by Bonafide Research, the market is anticipated to add USD 4.95 Billion by the end of 2028. Due to the increase in the number of digital video consumers, media and entertainment dominated the over-the-top market share and is expected to remain dominant during the forecast period. This will increase demand for OTT services in the media and entertainment industry. However, the communication industry is expected to grow at the fastest rate during the forecast period due to an increase in demand for over-the-top services in the telecommunications industry for video calling, voice, and messaging services. During the forecast period, SmartTVs and set-top boxes dominated the market share. Because of the larger screen and easy switching options between cable and OTT platforms. Furthermore, as smartphone penetration increased, smartphones became the second most popular device for streaming OTT platforms. They are also inexpensive, allowing people of all income levels to use smartphones and streaming platforms. During the forecasted period, subscription VOD is expected to manage the market. This is primarily due to an increase in the number of subscribers using over-the-top (OTT) platforms. Furthermore, due to the high demand for advertising videos for product and service promotion, advertisement-based VOD is steadily increasing. The market is divided into personal and commercial user types. The market is expected to be driven by the personal user segment. The growing use of smartphones and tablets, as well as easily accessible internet, raises the market's perception of OTT services for personal entertainment and knowledge.

The number of OTT subscribers in Italy reached approximately 11 million in 2021, representing a significant increase from previous years. This growth can be attributed to the convenience and flexibility offered by OTT services, as well as the increasing availability of high-speed internet services in Italy. In terms of content, Italian OTT services offer a diverse range of programming, including both international and local content. Netflix, for example, has invested heavily in original content, including Italian-language series such as "Suburra" and "Baby". Amazon Prime Video, on the other hand, has a strong focus on international content, including popular shows like "The Marvelous Mrs. Maisel" and "Jack Ryan". It is estimated that more than 50 million smartphone users will exist in Italy . In Italy, there are approximately 30 million laptop and desktop computer users. It is estimated that approximately 7 million gaming console users exist in Italy (PlayStation, Xbox, and Nintendo Switch.) It is estimated that the average Italian will spend approximately 2 hours per day on social media. Facebook, YouTube, and Instagram are the most popular social media platforms in Italy. In Italy Some of the major OTT platform are Netflix, Amazon Prime Video, Disney+, Hulu, YouTube TV, Apple TV+, HBO Max, Peacock, Twitch, Roku Channel.

In Italy, more than 45% of people watch music videos. Around 35% of people watch a comedy, meme, or viral video. More than 40% of people watch video livestreams. More than 42% of people watch educational videos. More than 22% of people watch sports highlights or clips. Around 15% of people watch Gaming Videos. More than 16 % of people watch Influencer videos and vlogs. In the Italy OTT market, some of the major reasons for the higher utilization of the internet by the age group of 16–64 include finding information, researching how to do things, finding new ideas and inspiration, staying in touch with friends and family, researching brands, education and study, watching videos, TV shows, and movies, listening to music, researching health issues and products, researching places, travelling, business networking, and many more.

In January 2022, the total population of Italy was 60.32 million. In January 2022, Italy had more than 60 million internet users. At the beginning of 2022, Italy's internet penetration rate was greater than 85% of the total population. In Italy, approximately 9 million people did not use the internet at the start of 2022, implying that approximately 15% of the population was offline at the start of the year. In Italy, there were over 45 million social media users. According to Meta's advertising resources, Facebook had approximately 28.55 million users in Italy. According to Google's advertising resources, YouTube had approximately 43.20 million users in Italy. According to Meta's advertising tools, Instagram had approximately 27.50 million users in Italy. According to ByteDance's advertising resources, TikTok had approximately 13.30 million users aged 18 and up in Italy in early 2022.According to Meta's advertising resources, ads on Facebook Messenger reached approximately 17.50 million users in Italy. According to LinkedIn's advertising resources, LinkedIn had approximately 16 million "members" in Italy. According to Snap's advertising resources, Snapchat had approximately 3.20 million users in Italy. According to Twitter's advertising resources, Twitter had approximately 3.75 million users in Italy.
During the COVID -19 pandemic, film studios and content creators have been hit hard by cinema complex/hall closures. National producers are increasingly turning to OTT to deal with the situation. The prolonged lockdowns and the current state of the economy have thrown open the doors to the world of entertainment via OTT. People are wary of going to theatres to watch entertainment content, so OTT media platforms have grown in popularity. Netflix, for example, has stepped in to fill the void. To reach viewers, entertainment content producers are turning to OTT service providers. With so many OTT services available to users, it is difficult to attract and retain new subscribers. Customers typically receive free or discounted introductory offers. Subscribers can sign up for a free trial and then cancel when it expires; in the meantime, a lack of new content drives away subscribers and the complex user interface can cause customers to unsubscribe from the service.

Considered in this report
• Geography: Italy
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Italy Over The Top (OTT) market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Type:
• AVOD (Advertising-based Video On Demand)
• SVOD (Subscription Video on Demand)
• TVOD (Transactional Video on Demand)
• Others

By Device Type:
• Smartphones and Tablets
• Desktops and Laptops
• Smart TVs & Set-Top Box
• Gaming Consoles & Streaming Devices

By Content Type:
• Video Streaming
• Game Streaming
• Audio Streaming
• Communication

By Service Verticals:
• Media and Entertainment
• Education and Learning
• Gaming
• Service Utilities

By User Type:
• Personal
• Commercial

By Component Type:
• Solution
• Services

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Over The Top (OTT) industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.