Italy Sports Broadcasting Media (Television and Telecommunications) Landscape

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The telecom and pay-TV service revenues in Italy was valued at $27.9 billion in 2020 and is forecasted to grow at a CAGR of more than 1.5%. The growth during the forecast period will be mainly driven by the mobile data and fixed broadband service segments. Mobile data contributed the largest share of total telecom and pay-TV services revenue in 2020, followed by fixed broadband, fixed voice, mobile voice, pay-TV, and mobile messaging.

Amazon, the online retailer, acquired rights in Italy to soccer’s Uefa Champions League The three-year deal covers 2021-22 to 2023-24 period. As part of the agreement, Amazon will offer coverage of 16 first pick Wednesday night games and Uefa Super Cup via Amazon Prime Video, the premium subscription service. Rai, the Italian public service broadcaster, is returning as the home of the Fifa World Cup in 2022 after being awarded exclusive rights to the competition in Italy.

Italy telecom and Pay-TV market overview

Italy telecom and Pay-TV market overview

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What are the market dynamics in the TV and telecom operators market of Italy?

The Italian television market is dominated by two broadcast groups public service broadcaster Rai and commercial broadcaster Mediaset. Rai, the public service broadcaster of Italy, was the leading broadcaster group. The groups flagship channel, Rai 1, was the country’s most popular channel in 2019. Mediaset, an Italy-based commercial broadcaster, is the leading private broadcaster group, and has the second-largest audience share in 2020.

Italy’s pay-TV service market is dominated by two operators Sky Italia and Telecom Italia. Sky Italia led the pay-TV market in 2020, supported by its unchallenged position in the DTH services segment. Moreover, the operator is also focusing on IPTV service offerings to remain competitive as the market sees an increase in IPTV adoption. Sky will remain the leading pay-TV service provider through 2025. In June 2020, Sky Italia launched Sky Wifi broadband services, following the same strategic model that has been successful in other markets such as the UK Sky can now offer multiplay bundles of home broadband and TV packages.

What are the service classifications in Italy’s TV and telecom operators market?

TV Services Market: The number of households in Italy with one or more television sets reached 25.6 million in 2020. Subsequently, in 2020 there were just under 700 000 Italian households without a television set. The television household penetration rate in Italy is high. Italian homes owning at least one television set. Over the 2020-2025 forecast period, the television household penetration will remain stable. The average Italian home had 2 0 television sets per household in 2020. 

SVOD Services Market: The surge in SVOD sign-ups was driven by two factors. Firstly, the COVID-19 lockdowns meant that Italians spent more time at home seeking entertainment. Secondly, the launch of the Walt Disney Company’s video streaming service Disney+ in March 2020 which made an immediate impact in the market SVOD subscriptions will continue to grow over the forecast period, supported by the rising fixed broadband penetration in the country. 

Mobile Services Market: Over the next five years, total mobile subscriptions will grow, supported by the rising adoption of M2M/IoT subscriptions, and slightly increasing multi-SIM ownership in the country on the back of multi-device adoption (e.g smartphones and connected data devices). 4G will remain the dominant technology through 2025 but its share will decline due to 5G adoption. The share of 5G mobile subscriptions will grow in 2025 driven by operators’ investment in 5G network deployment nationwide.

Fixed Broadband Services Market: Total fixed broadband lines in Italy will increase from 2020 to 2025 end, supported by investment in fixed infrastructure development by operators and the government. For example, FiberCop the co-investment initiative headed by TIM, plans to expand the FTTH/B network to all households and businesses across 1,610 municipalities to reach 12.9 million homes and businesses.

Italy telecom operators market, by service

Italy telecom operators market, by service

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Who are the major players in Italy’s Telecom Services market?

TIM led the mobile and fixed broadband services segments, in 2020 followed by Vodafone. Disruptor Iliad entered the prepaid mobile market in June 2018 targeting the youth segment with low-cost plans.

Fixed-Broadband Operators market in Italy, by key players

Fixed-Broadband Operators market in Italy, by key players

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Market report scope

Market size (Year – 2020)

$27.90 billion
Growth rate CAGR of >1.5% from 2021 to 2025
Base year for estimation 2020
Segmentation by service TV services, SVOD services, Mobile services, and Fixed broadband services
Key players Amazon Prime Video, DAZN, Discovery, Mediaset, Netflix, Rai, Sky Italia, TIM, Vodafone, and Wind Tre


The Country Intelligence Report provides an in-depth analysis of the following:

  • Demographic and macroeconomic context in Italy.
  • The regulatory environment and trends.
  • Telecom services market outlook: analysis as well as historical figures and forecasts of service revenue from the fixed telephony, broadband, mobile voice, mobile data, and pay-TV markets.
  • The competitive landscape: an examination of the positioning of leading players in the telecom services market as well as subscription market shares across segments.
  • Company snapshots: analysis of the financial position of leading service providers in the telecommunications markets.
  • Underlying assumptions behind our published base-case forecasts, as well as potential market developments that would alter, either positively or negatively, our base-case outlook.

Key Highlights

IPTV subscriptions will register a robust CAGR of 15.7% to grow from 0.9 million in 2020 to 1.9 million by 2025, supported by growing adoption of multiplay bundles inclusive of fixed broadband, fixed voice with integrated access to IPTV services.

Italy’s pay-TV service market is dominated by two operators – Sky Italia and Telecom Italia (TIM) – with Sky leading market in 2020 with an 84.6% share of total pay-TV subscriptions, supported by its unchallenged position in the DTH services segment.

DAZN, the global sports streaming platform, was estimated to have 750,000 subscribers in 2020. DAZN is expected to experience solid growth over the 2020-2025 forecast period and become an important player in country’s SVOD market after acquiring the rights to broadcast all Serie A matches in Italy from 2021 to 2024.

Reasons to Buy

  • This Sports Broadcasting Media Report offers a thorough, forward-looking analysis of the Italian television and telecommunications markets, and service providers in a concise format to help executives build proactive and profitable growth strategies.
  • Accompanying GlobalData’s Forecast products, the report examines the assumptions and drivers behind ongoing and upcoming trends in the Italian pay-TV, SVOD, mobile handset and residential fixed broadband markets, including the evolution of service provider market shares.
  • With more than 25 charts and tables, the report is designed for an executive-level audience, boasting presentation quality.

Amazon Prime Video
Sky Italia
Wind Tre

Table of Contents

Population and household context

Television services market

SVOD services market

Mobile services market: Handsets

Fixed broadband services market: Residential

Competitive landscape

Data tables

Frequently asked questions

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