- Language: English
- Published: January 2014
The Television Market in Italy: 2013-2015. The recovery comes through the internet (Italian Version)
- Published: December 2013
- Region: Italy
- 19 Pages
- ITMedia Consulting
The new report is the 7th in our series and analyzes the performances of the Italian TV market in the coming years.
It is a unique tool:
-To provide unique and exact information, figures, tables and graphs of the television market.
-To get a preview of the growth forecasts of the different platforms, resources and key players in the market.
-To prepare business plans and strategies based on information that takes all the changes that will intervene in the coming years into account.
-To obtain crucial information to operate in the market more efficiently.
-To understand the factors of competition and anticipate competitors with innovative and effective solutions.
Part I - The TV Market
The Television in Italy
Part II – The operators
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.
- Sky Italia
- Telecom Italia