Italy: pay-TV and streaming video forecast 2024–2030

06 August 2025 | Research

Forecast report | PPTX and PDF (4 slides); Excel | Global Pay-TV and Video Metrics and Forecasts

"Traditional pay-TV services will account for just 4% of pay-TV and video spend in Italy by 2030."

Most pay-TV services in Italy are delivered over IP, with the exception of Sky’s satellite service, which is losing market share.

This report provides detailed 5-year forecasts for the adoption of pay-TV and streaming video services in Italy. It includes data on key metrics, describes key market developments and analyses operators’ strategies.

Geographical coverage and key metrics

Geographical coverage

Metrics

Country modelled:

Italy

Companies discussed in this report

Amazon
DAZN
Disney+
Mediaset
Netflix
Paramount+
Sky
TIM
Tivù
Vodafone

Revenue generating units (RGUs)
Retail revenue (spend)
Average retail revenue per RGU (ARPU)

Pay TV is split by the following access technologies:

cable (CATV)
pay digital terrestrial TV (DTT)
satellite (DTH)
operator streaming video
third-party streaming

Streaming video is split as follows

RGU and households
Retail revenue

operator direct-to-consumer (D2C)
third-party via operator sales channels
third-party D2C

Ad-tier versus full-price tier

The analysis in this report is based on a snapshot of the data available at the time of publication. As DataHub is continuously updated with the latest information, click below to access the newest data associated with this report (access to the pre-loaded results is available to logged-in subscribers only).

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