AGCOM: Italian TV revenue climbs to €8.93bn as broadcast audiences shrink

July 27, 2026 · Advanced Television

Italian TV revenue reached €8.93 billion in 2025, up from €8.02 billion in 2021, according to AGCOM's latest Communications Observatory report. Traditional-screen engagement dipped across prime-time and full-day slots in early 2026, part of what the report calls a multi-year shift toward digital and subscription platforms. Daily broadcast viewership across connected TV sets and digital devices fell 1.4% year-over-year in prime time and 1.6% in full day during Q1 2026. Compared with 2024, prime-time audiences are down 567,000 viewers (-2.6%) and full-day audiences down 296,000 viewers (-3.2%). Cairo Communication/La7 was the only broadcaster to post full-day audience growth over that two-year span, up 15.3%, while Rai (-1.8%), Mediaset (-2.9%), Warner Bros Discovery (-11.1%) and Comcast/Sky (-4.6%) all recorded full-day audience declines.

Advertisers buying full-day or prime-time reach in Italy are bidding for a smaller broadcast audience than two years ago, even as the overall market grew from €8.02 billion to €8.93 billion between 2021 and 2025. Cairo Communication/La7's full-day audience grew 15.3% between 2024 and 2026 while Rai, Mediaset, Warner Bros Discovery and Comcast/Sky all recorded full-day audience declines over the same period, a split worth checking against individual broadcaster commitments in a plan. Digital viewing pools keep expanding: SVoD platforms drew 15.49 million unique visitors in March 2026, up 2.7% year-over-year, led by Netflix at 9.3 million users (+13.1%), and free ad-supported VoD reached 38.89 million unique users, up 4.6%, with browsing time up 12% to over 40 million hours. Both give buyers additional inventory to weigh against a broadcast audience base that keeps contracting.