The number of SVoD users in Italy has started to decline, according to a report by the Telecommunications Regulatory Authority (Agcom) covering the first nine months of 2023.
The number of users in September 2023 was 15.3 million, a slight decrease of 23,000 users compared to the same month in 2022.
Netflix, which dominates the Italian market, saw its user base fall by 1.7% to 8.8 million people in the first nine months of this year.
Three platforms recorded growth: Prime Video (up 0.9% to 6.5 million users), Disney+ (up 0.9% to 3.5 million users), and Sky’s Now (up 16.4% to 1.1 million users).
DAZN averaged 2.1 million unique users, an increase of 10.8%, but Agcom’s data refers to desktop and mobile traffic and does not include connected TV viewing.
Overall viewing time on SVoD platforms decreased by 9.4% in September 2023 compared to September 2022. Netflix had the biggest decline, down 6.6% to his 272 million hours. Prime Video (-23.2% to 40 million hours), Disney+ (22 million hours to 18 million hours), and DAZN (8 million hours to 5 million hours) all confirm the negative trend. The only major platform to see an increase in browsing time was Now, which increased by 22.2%.
Hours watched on free VoD platforms decreased by 2.4 million hours year over year to 36 million hours. Mediaset was the most popular with an average monthly unique user count of 22.4 million, ahead of Sky TG24 and RaiPlay with 9.7 million and 7.4 million each.
The number of viewers for terrestrial television channels also decreased, with average daily viewers down 2.8% to 8.07 million viewers and prime time viewers down 2.5% to 18.64 million.
In terms of average daily viewers, Mediaset overtook Rai in viewership share with 3.03 million viewers (37.5 percent share), while the public broadcaster had 3.01 million viewers (37.2 percent share). did. Discovery took his third place with 680,000 viewers, followed by Comcast/Sky (610,000) and Cairo Communication/La7 (310,000).