A successful 2025 was recorded by Rai in TV ratings: the generalist public service networks – according to a note from Viale Mazzini – confirmed their leadership throughout the day, reaching almost 30% share with Rai 1 growing by 0.6 percentage points compared to 2024, with an average share of 18.6%. Generalist Rai leadership also confirmed in Prime Time (8.30pm-10.30pm) with Rai 1 reaching a 22% share, surpassing its main competitor by more than 4 points.
The great events that characterized the year just ended are: the 75th edition of Sanremo Festival it obtained an overall share of 66.8%, reaching 84% on the 15-24 target and thus recording the best result ever for that age group. He exceeded 33% in the final of theEurovision Song Contestfollowed by 4.6 million viewers.
There is also a large following for the sporting events broadcast on the Rai networks: the Israel-Italy football match, valid for the World Cup qualifiers, attracted 7.6 million spectators equal to 39.1%, while the Sinner-Alcaraz match of the Tennis Internationals scored 38.3%, reaching 45.8% of the target women aged 15-24. Same protagonists for the final of the Nitto ATP Finals, broadcast on Rai 2, followed by over 5.4 million viewers, with a 28.7% share.
2025 was also characterized by historical events, such as funeral of Pope Francisfollowed by 4.6 million viewers, equal to a 43.5% share.
In prime time excellent results for two special appointments with Stefano De Martino and “Your Business”: on 6 January the episode dedicated to the Italian Lottery achieved a 37.7% share with over 6.3 million viewers; the May 4th episode was watched by 5.4 million with a 28.5% share.
And in entertainment, the debut in the autumn of was also excellent “Beasts” on Rai 2: Francesca Fagnani’s interviews were followed on Rai 2 by 1.7 million viewers, almost reaching a 13% share.
The stories of Roberto Benigni, “Il Sogno” by the Prime Time Entertainment Directorate and “Pietro – A man in the wind” by the Rai Cultura directorate, broadcast in March and December on Rai 1, recorded 4.3 million viewers with 28.1% and 3.9 million with 24.4% respectively.
The great Rai fiction it is also confirmed in 2025 as one of the Company’s flagship products: the year just ended began with the event series “The Count of Monte Cristo”, followed on average by over 6.7 million viewers (32.6%) and ended with “Sandokan”, which achieved a 30.8% share with over 5.4 million viewers.
Excellent performance by RaiPlaywhose offer today includes over 7 thousand titles (of which approximately 560 Original and Exclusive), with 23.1 million unique registered users and 17.8 million active users, 30 percent of which are in the under 35 age group. As regards hours of viewing, there were 794 million, with an 11% growth compared to the previous year.
This year too the Digital First distribution strategy premia “Sea Outside” which in its fifth season confirms itself as a highly successful production, reaching over 5 million viewers, of which 75% of the audience refers to the preview. On Demand viewing confirms a predominantly female target, Under 35 and usage via smartphone. Excellent online performance “College 9”which exceeds 19.3 million streams (more than double the previous season) and 6 million hours, with a majority of users under the age of 34.
Rai confirms itself as the reference brand in the Italian digital worldmaintaining the role of public service also online and on social media. In the period February-November 2025, Rai is positioned as the third overall property in the national digital audience ranking, immediately after Google and Facebook, and as the first Italian property, with an average of unique monthly users of 37.8 million.
Social profiles alone generate on average over 35 million unique visitors (98.7% reach): almost all Italian social users come into contact with Rai content at least once every month.
A fundamental role in this success is played by RaiPlay platformthrough which Rai enhances its contents in a multimedia and technological key, focusing on inclusiveness and authority. With an average Social Incremental Reach of +278% (the percentage of new users reached on social media in addition to those already reached via sites or apps), RaiPlay confirms itself as one of the main drivers of digital growth thanks to an increasingly diversified and innovative content strategy.
Excellent performance, continues the Rai note, also for RaiNews.it which, with 22 million average users on social media and 12 million on the web, for a total of around 26 million average visitors, confirms itself as the most authoritative information portal.
In 2025, the social performances of Rai products show significant growth: the overall Actions reach 184.6 million, an increase of 22% compared to 2024. Entertainment and news especially performed very well, starting with Sanremo with 49.7 million Actions (+22%).
“Dancing with the Stars” maintains high levels of engagement with over 13.7 million Actions; “Stasera Tutto è Possibile” highlights a growth of 18% with 5.4 million. For information, the result of Tg1 is particularly relevant, recording 34.3 million Actions and +278% vs. 2024, second profile, after the Sanremo Festival, in terms of engagement.
RaiNews.it shows a growing trend, exceeding 32 million Actionsmore than doubled (+118%) compared to the previous year, confirming the centrality of information in social consumption with respect to the Rai brand. On YouTube the channel has totaled almost 550 thousand total Actions with a growth of over 100%.
Finally, the Viale Mazzini press release concludes by mentioning the excellent performance for the profiles of Rai Culture which recorded a 32% growth in engagement, going from 2.4 to 3.7 million total Actions and those of Rai Officialwith a total Action volume of over 1 million and 180% growth on Instagram.
