Streaming TV is a way of enjoying content that in recent years has not only consolidated but continued to grow, so much so that almost 8 out of 10 Italians watch it for up to two hours daily.
The growing trend due to the great availability of quality content that streaming offers as well as the freedom and flexibility of viewing – on demand and on any platform and device – is photographed by the study conducted by The Trade Desk and YouGov on content consumption habits streaming by Italians and the opportunities these generate for marketing and advertising.
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The survey shows that 78% of the Italians interviewed spend up to 2 hours a day watching content on streaming platforms, divided between CTV (51%, up compared to 49% in 2022) and YouTube (27%). While traditional TV and time-shifted content are watched (up to two hours/day) by only 37% and 34% of interviewees respectively.
Furthermore, as mentioned, Italians’ interest in streaming cuts across different generations. Looking at the results of the study, in fact, if the youngest of Gen Z (18-24 years) in the last 12 months have chosen streaming TV to watch programmes, sports, news, films and series in 74% of cases, in 64% YouTube and surprisingly with the same percentage (64%) also traditional TV, it is the Millennials (25-43 years) who take the scepter as the main users of streaming TV chosen 80% of the time, followed by traditional TV (69%) and then YouTube (64%). Gen Traditional TV which remains a solid cornerstone for Baby Boomers (60-78 years) who choose it in 90% of cases to watch their favorite programmes, even if streaming TV defends itself very well and is chosen in 59% of cases cases, with YouTube standing at an excellent 52%.
The study thus confirms the continuous and growing popularity of streaming TV in all age groups, in a market which is estimated, according to Statista data, to reach a turnover of 1.45 billion dollars in Italy in 2024 with a growth rate of 9.24% which will lead to reaching a volume of $1.89 billion and 19.4 million users reached in 2027. It is no coincidence, in fact, that the various platforms continue to invest in increasingly high-quality content and that Italians, from what has emerged, 70% of the time choose CTV over the traditional one precisely because of the content available and in 64% for the flexibility of watching them on demand. And all this represents an undeniable advantage for viewers but also for advertisers, publishers and broadcasters who can find new opportunities in streaming to reach and engage the public with tens of millions of planning opportunities globally on TV, radio, PC, mobile and DOOH, with greater precision and transparency for data and privacy.
