Turning Digital Annual Report

Turning Digital. Catching-up with the online Consumer




  • Following a slow expansion in the economy during 2014, many European countries have continued on the road to recover also in 2015. Within this framework, the European TV market has performed unevenly, due to the deep disparities between the national markets in Europe.
  • Advertising revenues represent the leading force in the TV market and are continuing the positive growth of the last two years.
  • Instead, while still representing the largest slice of the market revenues, pay TV fails to recover, due to the ever increasing competition from online players and their aggressive price policies.
  • In this context, the broadcasters are more consistenly entering the Internet world and developing new ways of supplying their content - as with the skinny bundles - to deal with the threat coming from OTT.
  • Online advertising has become an important source of revenues in the advertising mix. Even the most relevant in some of the biggest countries.

 This and a lot more in the 14th Annual Report by ITMedia Consulting.    In 90 pages with data, tables and charts, the TV market value in Western Europe is analysed as a whole and also divided by revenue sources, audience share, advertising media mix, platforms distribution and multichannel sector. Part two presents thematic focuses on the main and fastest-growing trends.

See the Table of contents


 For further information or to purchase a copy of this Report, please click here or contact us

Turning Digital - PayTV at a Crossroads

The 13th edition of ITMedia Consulting's Annual Report

  • Following a slow and long recovery from the 2008 economic breakdown, the 2014 TV market shows encouraging signs of growth.
  • TV advertising has increased more than any other segment, with pay Tv showing a positive trend after decreasing in 2013, as broadband tv and VOD services are becoming more popular.
  • A strong ongoing process of concentration in telecommunications and pay tv is focused on the control of premium content in order to attract more subscribers and acquire a competitive advantage on competitors through bundling and 4-play offers.
  • Netflix is continuing its international expansion and is now launching its challenge to European broadcasters.

  You can find these and more on the main trends in the audivisual

industry in the 13th ITMedia Consulting Annual Report 'Turning Digital'.

The definitive report on the TV market in Europe. 

       For further information or to purchase a copy please click here or contact us.

Turning Digital - Welcome to the new TV

The XII edition of ITMedia Consulting's Annual Report

16 September 2014

Table of contentsCover annual report 2014

  • Following a slow expansion of economic activity during 2013, however, much of Europe still struggling to recover from the impact of the 2008 financial crisis. Within this framework, the TV market performed unevenly across countries, finally managing to grow by a humble +0.4%.
  • All around Western Europe, advertising spending has been hit by the economic slowdown. Also due to the absence of big TV events, Western European markets saw advertising revenues decline by 1.6% in 2013. While still representing the largest slice of the market revenues, pay TV kept its slowing pace, due to increasing competition from online players, aggressive discounting and cheaper double- and triple-play prices. In 2013 pay TV revenues grew by 1.5% compared to 2012.
  • Current market trends are fundamentally changing the industry. The growth of traditional revenue streams is declining as new revenue models emerge. Internet content has entered the traditional TV screen which at the same time lost its role as unique possibility to consume audiovisual content at homeAttention is no longer focused on one screen only. Consumers demand full control over media experiences and unrestricted access anywhere, any time and on any device
  • The response of many to date has been to launch video over IP services that have been defensive or ‘me too’ plays,with only limited integration or ability to exploit synergies with existing video delivery platforms. But future success requires much more than integrating the traditional content supply chain into various digital channels. To go further, traditional providers must develop new –and very different –digital capabilities

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Turning Digital - a wrap-up TV experience

The XI edition of ITMedia Consulting's Annual Report

10 September 2013



Table of content

  • The EU and the euro-area economy have been undergoing a protracted downturn: as every sector, the TV industry was heavily affected by the severe economic context, and in 2012, TV market revenue showed a modest +0.9% growth, reaching €95.1 billion
  • As a consequence of the crisis of consumption and investments, European net TV advertisingrevenues decreased by almost 4% in 2012
  • The digitisation of TV households in Europe continues unabated: by the end of 2012, in Western Europe 91% of television homes had switched to digital television reception
  • The broadcast sector (both pay and free) is emerging from one of the toughest periods in its history. Not only the persisting economic crisis has drained resources. There are also more structural trends and issues that threaten to overwhelm media businesses that do not embrace and speed up their digital transformation journey towards a multiplatform and multi-screen digital era


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Turning Digital - Seamless Television

The X edition of ITMedia Consulting Annual Report



18 September 2012

Table of content







  • How has the European television market performed during the economic downturn?
  • What are the main trends?
  • Which strategies will players adopt to face the growing competition of Over the Top?

You will find the answers in Turning Digital, ITMedia Consulting Annual Report

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Turning Digital - TV Reloaded?


The IX edition of the ITMedia Consulting Annual Report




9 June 2011

EUR 2,500 + VAT

Table of content


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Key Findings

The TV industry benefited from general economic recovery and reported encouraging results. After the disappointing -3.1% in 2009, last year the TV market reached € 91.7 billion and increased its revenues by 5.6%.

Advertising offset the 2009 bad performance growing by 3.4%. However this is still less than the pre-crisis level. Pay TV once again proves to be the driver for the growth of the industry, growing by 9.6%.

In 2010, 87% of TV households in Western Europe watched digital TV, with an annual increase of 29%. Households equipped with a digital receiver were close to 170 million.

High-definition television (HDTV) has, over the last five years, firmly established itself as a key component of the TV offer, especially in pay-television bouquets. The number of HD channels has been growing rapidly, and niche channels are also becoming central to HD offerings.

The dramatic increase in market share of primarily US 3D blockbusters over the past two years seems to have contributed to a growing interest in 3D by European service providers and broadcasters.

2010 was indeed the year of Over-the-Top TV services. Pay-TV operators are aggressively expanding their on-demand portfolios, and incorporating their own OTT strategies with online content delivery, catch-up TV services, and support for portable devices.

Nearly all major cable, satellite and IPTV players are exploring TV everywhere systems and bringing traditional services over the top, while satisfying consumer demand for multi-screen access (PCs, games consoles, mobile handsets, tablets …) to on-demand content.


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Turning Digital - Hybrid TV Drives the Transition from Broadcast to Broadband



"Turning Digital. Hybrid TV drives the transition from broadcast to broadband

Release date 16 June 2010


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The new report is the eighth in our series and provides an in-depth, up-to-the-moment analysis of the evolution of the TV industry in Western Europe, packed with all the essential data you need on the topic.

This indispensable and detailed study analyses the impact the economic crisis had on the TV market last year.

We examine the strategies TV operators have used to try to limit damage from recession. Many important changes happened in 2009:

  • Pay-TV revenues finally outstripped advertising revenues, becoming the first revenue stream in the European television market.
  • For the first time in recent years, the European television market reported a 3,1% decline, compared to 2008.
  • For the first time, advertising revenues reported a double-digit decline in the Big Five countries.
  • For the first time, digital terrestrial television households have overtaken digital satellite households.

Key features of this 68-page report also focus on the following sections:

  • The TV Market in 2009
  • The Multichannel Television Market
  • Digital Television in Western Europe
  • The Digital Switchover Process
  • Hybrid Television
  • Connected TV and TV Widgets
  • Over-the-Top Services
  • Multiplatform TV
  • 3D TV
  • TV programming online
  • The Online video copyright debate
  • And much, much more!

Why should you get your own copy of the report?

In 2010, no TV player can afford to miss this study because, among other issues, this report examines:

  • How has the European TV market performed during the economic crisis?
  • Who has grown? Who has failed to limit damage?
  • What strategies will players adopt for the coming years?

You will find the answer in Turning Digital, the ITMedia Consulting Annual Report.

This is one of the most comprehensive TV industry reports available, offering you a complete snapshot of the current state of the Western European television market, including a complete analysis of the evolution of TV content delivery methods and new challenges waiting for the players involved.

Who should read the report?

  • Any company wishing to gain competitive advantages in a highly aggressive TV world
  • Industry consultants
  • Analysts
  • Regulators, decision makers and people of influence in the Media and Telecom industries


For further information or if you would like to purchase the Report click here or contact us

Turning Digital - VII Edition : the TV Industry at the Crossroads

pagecoverPublished on June 15th, 2009


Turning Digital - VI Edition : A changing TV world

cover_page_2008Published on June 30th, 2008

The VI ITMedia Consulting Annual Report on Digital Television in Europe analyses the trend of the audiovisual market in Europe, sketches a picture of the market and its resources and outlines the development of digital platform, with forecasts and strategies, focusing on the following questions:

  • >what will be the role of television in a costantly evolving market?
  • what impact will the new media have on advertising investments across Europe?
  • what will be the keystone in a global competition?
Turning Digital - V Edition : Horizontal Markets and New Business Models

turning_digital_2007Released on June 26th, 2007

As every year, ITMedia Consulting, sketches a picture of the DTV market, reporting whatever has happened in the recently ended year, and analyses actual trends.

  • In 2006 the European television market grew by 6.2% as a whole, against +7.4% in 2005, thus accounting for nearly € 80 billion.
  • Advertising confirms the trend of the previous year, growing by 3.4%, slightly more than in 2005, and collecting more than €36 billion. TV advertising has been stagnating and losing importance, if compared with the achievement of subscriptions revenues.
  • Pay TV is still the driver of the market, reporting a growth of 12.7%, and reaching €29.5 billion. Pay-TV penetration is still rising, and now 30% of households in Western Europe subscribe to a premium offer.
  • However, leading cable and satellite pay TV providers, relying on the classical premium pay TV model, are facing tougher market conditions in which to grow their subscriber bases, due to the multiplication of networks and delivering chances, and to the expansion of rich FTA DTT offers and the launch of several IPTV services.
  • Penetration of digital TV grew at a fast pace: at the end of 2006 there were 67.9 million digital TV households in Western Europe, thus reaching nearly a 41% of European TV households. The Netherlands completed the switch off in December 2006. New platforms such as digital cable, ADSL, FTTH and mobile networks are now fully operative. At the end of 2006, there were 6 commercial mobile TV services running, with 450 000 users as a whole.
  • Audience fragmentation is getting more and more evident every year. Multichannel audience share, although split among a great deal of small channels, is constantly increasing. This also affects the advertising market. Now it is the Internet that is imposing itself everywhere as a major media. According to ITMedia Consulting, in 2006, internet advertising spending in Western Europe amounted to nearly €6 billion.
Turning Digital - III Edition: Competition among Platforms

turning_digital_2005Released on April 12nd, 2005

After the first signs of recovery, in 2003, when the turnover of the industry had grown by 3%, now it seems as if the market has started again with the ancient pace. In 2004, TV market revenues grew by 6% as a whole, thus accounting for slightly more than € 74 bln. That’s definitely more than the euro-zone inflation rate, that is 2.4%.

Italmedia Consulting is proud to present its third Annual Report: Turning Digital: Competition among platforms, to be released on April 12. A unique appointment for decision makers and professionals in the media and digital content sector.

La Svolta Digitale: Nuove piattaforme distributive e opportunità di business nell'accesso ai contenuti
turning_digital_2004La Svolta Digitale: Nuove piattaforme distributive e opportunità di business nell'accesso ai contenuti

Content Market & Convergence

Video on Demand in Europe: 2017-2019. Big Numbers Big Data

Video on Demand in Europe: 2017-2020

Big Numbers, Big Data


Il mercato del video on demand nell’Europa occidentale varrà 4,2 miliardi di euro alla fine del 2017, facendo registrare una crescita del 16% rispetto al 2016. Ma la corsa non accenna a fermarsi, visto che il VOD crescerà di ulteriori € 2,5 miliardi di ricavi nel prossimo triennio. Il Transactional Vod (Tvod), cioè il servizio per cui si paga solo i contenuti che si vedono, è destinato a ridurre la propria quota di mercato dal 37% del 2017 al 27% del 2020 a vantaggio dello Svod, cioè il modello Netflix, per cui si paga un abbonamento fisso mensile per accedere a tutto il catalogo, con tassi di crescita ampiamente superiori al Tvod.

Dal punto di vista geografico, si conferma la leadership di Francia, Germania e Regno Unito che, seppur molto differenti tra loro, rappresentano i più importanti Paesi nell'Europa occidentale. ITMedia Consulting stima infatti che i ricavi totali dei "Big 3" saranno di 2,7 miliardi nel 2017 e aumenteranno fino a 4,1 miliardi nel 2020 (+15% all’anno). Con una popolazione attorno al 40% del totale, questi tre Paesi garantiranno oltre il 60% del mercato totale.

Un ruolo importante in questa evoluzione lo giocheranno i big data. L'analisi predittiva, che utilizza tecniche di data mining, modellazione statistica e analisi dei dati video Ott, nonché di apprendimento automatico sta portando il fenomeno della ‘big data analytics’ ad un livello superiore. L'aiuto di algoritmi di apprendimento automatizzato sta permettendo di sviluppare capacità di previsione sempre più potenti, affidabili ed efficaci. Attraverso gli analytics, aziende come Netflix ed Amazon possono conoscere quanti contenuti un utente deve vedere per minimizzare il tasso di abbandono della clientela, quali contenuti ogni utente preferisce fruire, e che cosa si aspetta e desidera guardare in futuro. È cioè un algoritmo di raccomandazione ad aiutare gli utenti a scoprire nuovi film e serie televisive, spingendo ed orientando la fruizione di nuovi contenuti video è vera e propria parte integrante della strategia di fidelizzazione dei clienti, nonché delle strategie di produzione e acquisizione dei contenuti. Ed è questo in definitiva ciò che conduce al successo.

Per maggiori informazioni consulta l'indice

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Video on Demand in Europe: 2016-2019. The Future is (also) Mobile


ITMedia Consulting Report "VIDEO ON DEMAND IN EUROPE 2016-2019 – The future is (also) mobile" analyzes the new Internet revolution, that is changing the communication industry. It includes forcasts for the next three years on the European market of VoD.

The Report, in English, made up of over 90 pages and including 58 charts and tables, is an essential tool to explore these topics and understand the main ongoing trends in the European content market.

cover rapp cont 2016 


Reasons to buy it:

  • To catch the full scenario of the more rapidly growing market in Europe, with forecasts up to 2019
  • To understand the main trends on the development of the market
  • To learn how the business models and the explosion of mobile and streaming video are evolving
  • For an accurate description of on demand services in Europe, and an in-depth analysis of the competitive context in the main countries
  • To investigate the strategies of the main players
  • To evaluate Netflix's effect on the market
  • To know the current value and forecasts for the next three years  (2016-2019) in the 17 countries of Western Europe, also divided by geographical distribution and single business model (SVOD; TVOD).

Over 90 pages in English with more than 50 tables and charts

For further information read the Table of content 

 To buy the Report click here or contact us

Video on demand in Europe: 2015-2018


This year the new ITMedia Consulting Report Il video on demand in Europa: 2015-2018 (June 2015) is focused on the transformation of the content industry produced by the explosion of ultra-broadband services, mobile and video streaming in particular. In this view, video on demand will play a key role representing one of the fastest growing segment in the coming years.

The ITMedia Consulting Report with more than 130 pages and 100 explanatory charts and tables, offers an overview of a phenomenon that is going to shake up the media and communication world.

Why you should read the report: 

  • To have a complete overview of the future of the fastest growing market in Europe, with forecasts up to 2018;
  • To understand the main ongoing trends in the demand for ultra-broadband services;
  • To analyze and understand the evolution of business models and the explosion of video-streaming;
  • For an in-depth description of the on demand services in Europe, with a detailed mapping and an extensive analysis of the competitive context in each country;
  • To know the current value and the forecasts for the next three years (2015-2018) in 17 western European countries, with the distribution of revenues in three macro-categories: subscriptions (SVOD), pay-per-view and sell-through (TVOD) and advertising (AVOD, catch-up TV);
  • To investigate the strategies of the main players;
  • To evaluate Netflix’s impact on the European market
  • To have a complete overview of the market over a three years span, including geographical breakdown and different business models (AVOD, SVOD; TVOD).

For more information: index of the Report

To learn more about ITMedia Consulting Multiclient studies: here

To buy the Report: form

Video killed the TV star

10 June 2014

Prima pagina


Reasons to buy

- To have a complete overview about the future developments of the fastest-growing industry in Europe with forecasts until 2017

- To analyze and understand the most recent business models and their value in the next few years

- To  investigate the main players’ strategies

- To evaluate Netflix’s impact on the market

- To have an insight of the markets in Uk, Germany, Spain, France and Italy

- To take advantage – at a more convenient price – of an essential tool, useful to understand the industry and its developments, full of data, figures and tables.


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The Internet Era of Tv - It's a Multiscreen World

19 March 2013

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  • Online video revenue in 2013 and forecast to 2016
  • Role of Multiscreen
  • Emerging business model
  • Strategies adopted by main players

The new edition of the Internet Era of  TV Report covers these and many other topics. It is an essential tool for everyone whishing to receive complete information and analysis about the main trends affecting the European broadband TV market.


Table of content

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The Internet Era of TV: Expanding Entertainment

release date: 17 april 2012

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Key findings

  • The Internet is rapidly becoming an alternate vehicle for the delivery of video and TV content directly to consumers.
  • In the new TV ecosystem, Over the Top TV represents the answer to the increased demand for flexibility in consumption and choice in content by the consumers who want to integrate their viewing with their online lives, sharing experiences with friends, often on second screen devices.
  • The current market is still at an nascent stage, and despite the uncertain economic framework, OTT revenue is expected to rise to €1.9 billion in 2015, with an annual growth rate of 53%.
  • A very useful Report, even from a strategic point of view, an essential tool for understanding how Internet TV is developing in Europe, with more than 80 pages and over 40 graphs and tables. Don't miss it.

Table of content


Next-Generation Television: The Over-the-Top Challenge

Release date 15 March 2011

NGTV_2011_3EUR 2,500 + VAT


  • What will the profits be for Next-Generation Television in 2011 and what are the forecasts for growth for the coming years?
  • What will the role of OTT e Connected TV be in this emerging market?
  • Which business models are emerging?
  • What strategies will the main players adopt?


The 7th Content Market & Convergence Report on Next-Generation Television, will answer these and other questions. It is an essential tool for everyone who wants to receive all the information and analysis regarding the main trends that are affecting the European broadband TV market.

Reserve your copy now

Brochure and Table of Content

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Content on the Net: Video Streaming & Downloading

The definitive Report on the online video market

16 March 2010

€ 2 400 + VAT

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During the past 6 months the researchers of ITMedia Consulting have selected, collected and processed the data and documents that indicate the latest trends and markets of broadband content and online video in Europe.

The result is a uniq


ue study that for the first time measures and divides online video in two main parts: these include streaming and download. In addition, various aspects are analyzed: market penetration, business models, ways of use, success stories and the strategies of operators.

The high quality, easy to read Report is an essential tool for everyone who needs all information and analysis on current issues that are affecting the transformation and concepts of the world of communications.




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Broadband, Media and Advertising: The Future is Mobile

Mobile_broadband_cover_pageReleased on December 3, 2008

Buy it at a special price € 2,040 + VAT
instead of € 2,400 + VAT

In the next few years Mobile Broadband will be a key driver for ICT as well as media investments.

Market players - content providers, broadcasters, media and internet companies, broadband platforms and telephone operators - will be all involved in such a shift and shall be able to take advantage of the market developments.

IT Media Consulting estimates that by end of 2008 almost 24 million users in Europe will access the internet via mobile phone, generating € 5 billion revenue.


The figure will turn into 51 million users in 2012, with a relevant € 13 billion revenue, thus representing 12% of mobile operators revenue.
  • What will the weight of mobile entertainment services be compared to voice services?
  • How will mobile phone usage change and which strategies can be shaped by the main players?
  • What new opportunities for advertisers?

The answers in the new Report by ITMedia Consulting, "Broadband, Media and Advertising. The Future is Mobile", 50 pages of figures, tables and charts explaining how convergence will boost Mobile Broadband.

Index of content, tables and figures

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The Online Content Market in Europe: Film and Video go Broadband

content_market_2008Released on March 2008

Buy it at a special price € 1,540 + VAT (30% discount)
instead of € 2,200 + VAT

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The future of video content market is online. The phenomenon reached a world dimension, thanks to the diffusion of broadband and involves viewers, producers, content providers and the mainstream broadcasters. In Europe, at the end of 2007, its revenue amounted to €116 million and this figure will grow consistently, reaching €701 mln by the end of 2011.

The download to rent (DTR) services, which represents 80% of the market and whose value is €91 million, are going to generate most of the revenues, reaching €497 million in 2011, even if their market share will decline in favour of the download to own (DTO) services and the free content ones, whose revenues will be, thanks to advertising, 38% of the total revenues in 2011.

This report of ITMedia Consulting, The Online content market in Europe, concentrates also on the evolution of business models and on how they are re-defining the value of content in the digital era. In particular the study analyses how digital convergence is changing the users’ habits, increasing their demand of content, and how content producers and broadcasters can benefit from this situation increasing their margins and revenues.

This market study will answer these key questions:

  • Online content in Europe: revenues and growth forecasts until 2011
  • How broadband content is changing business models?
  • How can be offered digital content? The three business models: transactional, subscription and ad supported
  • The users: who downloads digital content and why?
  • What are the opportunities of advertisers in the digital content era?
  • The different strategies of content providers



The Creative Industry: IPTV, User Generated Content and Social Networks

content_and_market_2007Released on February 2007

Buy it at a special price  € 1,100+ VAT (50% discount)
instead of € 2,200 + VAT

During the last years, IPTV has known significant growth rates, and several services have been launched since 2001, when Fastweb appeared on the Italian market with the first IP based broadband triple play offer. This evolution is based on the belief that broadband is to be the medium which will convey entertainment content in the near future.

Mainstream broadcasters are approaching this new distribution channel. In the UK Channel 4 has made available part of its programming online, with a service of previews and catch up TV. The BBC is promoting the iPlayer project, which should provide a seven-day catchup service featuring a large proportion of programming available for download over broadband, as well as simulcasting services over the internet. The service should also make selected radio programmes available as downloads without digital rights management restrictions. A corresponding catch-up service would also be available to cable and broadband video services, elements of which are already provided through video-on-demand.

Broadband seems to be the next TV vehicle, as it is also shown by growing interest of advertisers towards the internet. The increased growth in online usage has lead to greater support from both lower & higher spenders to include online in their marketing strategies.

Personalization of offers leads to the development of on demand supply, based on libraries. Users generated content and file sharing are spreading. More and more users are leaving behind physical supports in favour of digital –whether legal or not- download from the net. In all the major markets, consumption of traditional TV is decreasing to the advantage of internet browsing. Among the youngsters internet is getting the heart of their social relations and spare time.

Finally, the audiovisual industry is to face this new dynamic environment, and so is TV under its most innovative version, such as IPTV and triple play offers.

Mobile TV: Time for a Choice
mobile_tv_2005Mobile TV: Time for a Choic
Broadband TV and Access to Content: The Video on Demand Market in Europe
content_and_marketBroadband TV and Access to Content: The Video on Demand Market in Europe

Tv Market in Italy

The New Report by ITMedia Consulting - The TV Market in Italy: 2017-2019



How TV changes in Italy

After the clear signs of recovery in the previous two years, culminated with a +5.4% last year, the TV market in 2017, monitored by ITMedia Consulting in the eleventh report The Television Market in Italy: 2017-2019, shows contradictory signals within a context of substantial downturn: if, on the one hand, pay-TV continues to grow, on the other hand, the decrease in license fee revenues, deriving from the lower revenue in the electricity bill and the substantial levelling of advertising, mean that in 2017 the market as a whole will close with a negative figure, around 1% compared to 2016. If we consider only the resources of the market, advertising and pay-TV, the overall market grows at a rate of over 1%.

Is this a first decline which anticipates another period of crisis or is it mainly linked to cyclical factors (license fee reduction)?

The new report is analyzing the new scenario, outlining with data, tables and charts, the changes that will take place in the next three years. The report provides growth forecasts for the overall market as well as individual resources (license fee, advertising and subscriptions), from different platforms (terrestrial, satellite, Broadband TV), and the market shares of the main players in Italy (RAI, Mediaset, Sky and minor players).

For further information or to buy the report, click here or contact us

The TV Market in Italy 2016-2018. Stable or transient recovery?

The television market in 2016 shows clear signs of recovery after a period of stagnation and profound crisis in the industry. Total revenues have increased thanks to additional revenue from licence fees, the growth of advertising and the slight recovery of the pay TV after a year of recession, mainly due to broadband offers.

The advertisement shows encouraging signs of recovery after a long period of recession and stagnation, thanks to a series of factors: the recovery of generalist channels (in particular Rai), thanks to the great attraction and popularity as the Olympics and European Football Championship events ; a better quality offer, also due to increased competition and consolidation of major international operators in the thematic channels markets on DTT; strong growth of online revenues. All this has resulted in a growth rate of around 6% in 2016, which allowed this resource to reach nearly 40% of total revenues, overtaking the pay-TV.

In 2016 the total market grew by a total of € 404 million, at a rate of over 5% compared to 2015.

Is this a permanent or temporary recovery? ITMedia Consulting's Report on "The Television Market in Italy: 2016-2018" will address this crucial question.

The new report is analyzing the new scenario, outlining with data, tables and charts, the changes that will take place in the next three years. The report provides growth forecasts for the overall market as well as individual resources (license fee, advertising and subscriptions), for different platforms (terrestrial, satellite, Broadband TV), and the market shares of the main players in Italy (RAI, Mediaset, Sky).

For further information or to buy the report, click here or contact us

The Tv Market in Italy 2015-2017 - First signs of recovery and changes
  • In 2015, the TV market shows the first signs of recovery after a long period of recession: total earnings have slightly grown of 0,6% from the previous year.
  • The diffusion of platforms, after years of stagnation, is starting to change: Broadband TV will triple its accesses and will become the primary modality in 900.000 homes compared to the actual 300.000.
  • In 2016 total earnings will still be growing and by the end of 2017 the market will reach €7,9 billion, at a annual average of +1,8% over the period considered.
  • Advertising is still suffering the lingering conjunctural effects: though growing, the CAGR will be limited to +0,95%, driven primarily by the thematic channels.
  • The pay-TV segment, despite the expected decline for DTH satellite, will increase in the considered period by +3,45%, thanks to the development of DTT offer and especially of Broadband TV.
  • Mediaset, Rai and Sky Italia account almost for the entire market, with a combined share of 94%, that will decrease by 1 percentage point in 2017 as a result of the development of Broadband TV players.
  • In advertising Mediaset will remain the main operator, with over half of the revenues.
  • In the pay-TV segment Sky still keeps its leadership, even if showing a clear decreasing trend, shifting from 80% to 72% of the market.  Mediaset Premium is growing, as well as the Other Operators component, driven by broadband TV and VOD.

 For further information or to buy the report, click here or contact us

The TV market in Italy 2014-2016. Large-scale manoeuvres waiting for recovery
  • The Tv market will grow again moderately starting from the second half of 2015, but it wlil not reach the 2008 value.
  • After another negative perfomance in 2014, advertising will start catching up in 2015, and will compete as primary market resource, with a 40% share.
  • There's a growing awarness of the multichannel offer among the Italian consumers. Digital terrestrial Tv proves itself as the main consumption platform, but while traditional Tv is still prevalent, it starts perceiving the development of new consumption models for linear and not linear content.
  • According to ITMedia Consulting, this follows growing competion resulting from the diffusion of broadband as for content distribution, and in the coming years will involve the pay Tv sector more considerably.

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The TV market in Italy 2013-2015 - The recovery comes through the Internet
  • Despite the economic downturn, the Italian TV market is still dynamic, and so it will be in the coming years
  • The switchover to digital TV has been completed, and now the market share of the digital terrestrial TV is decreasing to the advantage of the broadband TV
  • In 2013 the TV market is still in recession and records a 4% reduction of resources. In the following two years it will start its recovery, but as a whole it will be under the 2008 value
  • The recovery of the market will depend on the overall economic circumstance. Advertising will not recover from the losses accumulated in 2012, but starting from 2014 it will grow again at a 3.7% average rate.
  • Pay TV keeps on the slowly descending path, but from 2015 it will grow again, thanks to the broadband TV offers (over the top)
  • Even with a reduction of the investments, advertising will be the most prominent resource again starting from 2014
  • There is an overall resource transfer to Other Players, mainly thanks to the new broadband services and to the development of thematic channels on the digital terrestrial television

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The Tv Market in Italy : 2012-2014 - The Watershed Years

4 December 2012

The year 2012 represents a turning point in the Italian TV industry. The economic recession affects the TV market:  the severe crisis of the advertising market comes along with the first drop of pay TV resources ever, which had been the engine of growth for the last decade.

As a result, the market falls by 5%.

Once the switchover has been completed, the DTT will start reducing its penetration among primary TV sets. On the other side, satellite doesn't stop its growth. But according to ITMedia Consulting, the new broadband TV platforms will be the fastest running: thanks to the development of broadband, better quality, and a wider range of services and more competitive prices, they will pass from 2% households to 8% at the end of 2014.

The advertising downturn hit Mediaset and Rai most: at the end of the year both recorded a double digit loss, higher than the overall market decline. Sky's advertising hangs in, also because of good performances on DTT. Telecom Italia's advertising performs well, too.

Two clear trends can be identified: on the one hand, the audience growth will result in higher revenues on DTT, especially on behalf of third-party content providers. On the other side, broadband development will enable the increase of linear offers and, above all, non linear over the top services also by new entrants.

The Tv Market in Italy : 2011-2013. New challenges in troubled years

25 October 2011

The Italian television market has now turned digital. By the end of 2011, six months away from the switch-off, the analogical TV is still present in the 5% of the households.

Market saturation will result in a substantial stabilization of the penetration of the different platforms: the forecast is that the share of the digital terrestrial TV (DTT) will drop, the digital satellite TV (DTH) grows to a limited extent and the broadband TV (BBTV), which is now taking off among the operators as an alternative content distribution platform, will have a rather limited penetration, despite an increase in the number of subscribers.

The television sector in Italy shows the signs of a recession for the first time: € 8,8 billion by the end of 2011, slightly lower than in the 2010.

Mediaset, leader in 2011, will be affected by the slowdown in advertising revenues and this will help Sky, which will pick up in the following two years. Rai will decrease slightly its market share.Telecom Italia will remain a minor player in the television market, but it will grow significantly due to the upward trend in advertising revenues, in contrast with the rest of the market players.

The Tv Market in Italy : 2010-2012. Signals of recovery and growing competition

8 November 2010

The Italian TV market is digital. At the end of 2010 less than 20% of households have analogue TV.

DTT is the most common platform, and, at the end of 2010, it covers more than 50% of households; this percentage goes beyond 2/3 if we refer to only the digital market.

After a rather unfavourable time, due to the economic crisis, in the next 3 years the Italian TV market will grow at an average rate of 3.4%.

Despite a great dynamism, the market is highly concentrated, as three players share more than 90% of the market.

As for TV advertising, Mediaset will remain leader and Sky will do the same with pay TV. Although Sky's core business market share has decreased, it will start to grow again in terms of value and subscribers and it will also become an important player in the advertising market thanks to the increase in its free DTT offer.

The Tv Market in Italy : 2009-2011. Waiting for the recovery

16 November 2009

At the end of 2009, the Italian TV market (TV fee, advertising, subscriptions and on demand services) will be worth a total of €8.4 billion, growing to €8.9 billion in 2011, according to the latest research from ITMedia Consulting.

DTH operator Sky Itala will become the largest broadcaster with €2.7 billion in revenues from subscriptions and advertising, but due to the recovery of the advertising industry in 2011, will be again surpassed by Mediaset .

The consultancy firm predicts that at the end of 2009 some 66 per cent of  Italian households will be digital, a figure that will grow to 92 per cent in 2011.

The Tv Market in Italy : 2008-2010. The Sky supremacy

29 September 2008

2008-2010. Sky supremacy

This new report by ITMedia Consulting is an essential tool for players in the digital market. Supported by data, tables and charts it shows how the Italian TV market is changing and estimates growth rates by platforms, players and sources of revenue.

ITMedia Consulting estimates that DTT, which is to replace the traditional analogue TV, will be available in 80% of households. For the first time, families’ expenditure (licence fee + subscription) will overcome companies’ expenditure in advertising. Pay-tv is the most dynamic segment of the market. For this reason Sky will be leader in 2010 , followed by Rai and Mediaset.

The Report's conclusion is that the digital revolution may cause the end of the duopoly which has been affecting the Italian Tv market for years.

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Table of contents (17 pages, 18 tables/charts)

The Tv Market in Italy : 2006-2008 - Analysis and Perspectives

3 October 2006

In 2005 the TV market reached €7.4 billion. For 2006 we expect a 8.2% growth, thus reaching €8 billion. At the end of 2008 the TV market will be worthy more than €9 billion, recording an average growth by 7.4% yearly.

The main resource has been advertising, nearly €4 billion in 2005. Pay TV revenues, € 1 760 million, were higher than licence fee, € 1 480 million. For the coming years we expect pay TV revenues will increase faster than any other resource, thus exceeding € 2 850 million by 2008.

Actually, the pay TV market will be the most dynamic segment of the whole market. In this part of the market, satellite will still be the leading platform, but it will lose market share to the advantage of alternative networks, such as DTT, IPTV and mobile TV.

The new platforms for TV content, that is IPTV and mobile networks, will display the greatest growth rates, although their income will still be a marginal share of total market value. Mobile TV will get important results as for users, but it will also have to face their lower propensity to expense for TV content [average ARPU], compared with other platforms

The digital TV market is growing: at the end of 2005 it accounted for less than 30% of the whole market, that is €2 billion. By the end of 2006 it will represent 32% and by 2008 39% of total value, that is €3.5 billion.

Greatest dynamism linked to the digital developments and to the existence of several platforms will spur competitiveness and will lead to a reduction of the main players market shares.

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