Italy Accounts for Over 2% of Global SVOD Revenue: Over $7 Billion in Market Value
The Italian SVOD (Subscription Video On Demand) market continues to grow steadily, establishing itself as one of the most important in Europe. According to a recent report by Cinecittà News, Italy now accounts for over 2% of global streaming revenue, with a market value exceeding $7 billion.
A Market in Evolution
While the percentage might seem small, it’s significant when viewed in the context of global competition. The growth is largely driven by international giants – Netflix, Amazon Prime Video, Disney+, Apple TV+, and more recently, Paramount+ and SkyShowtime – who have heavily invested in local content, Italian original productions, and customized offerings for local audiences.
Analysts highlight that the maturing Italian audience, increasingly accustomed to on-demand and cross-platform viewing, is a key factor behind this trend. Widespread broadband access, smart devices, and bundled offers with telecom operators and pay TV have also contributed to the market’s expansion.
Italy Attracts Global Platforms
Italy’s importance isn’t just in numbers. Streaming platforms are ramping up original productions in the country. For example, Netflix has announced more than 45 Italian projects in the last two years, including films, series, and documentaries. Other platforms like Amazon, Disney+, and the new entrant Max (by Warner Bros. Discovery) are also boosting their presence in Italy.
These investments reflect a clear strategy: connecting with local audiences while exporting high-quality Italian stories to international markets. Series like Suburra, Gomorrah, Luna Nera, Skam Italia, and Romulus have proven Italy’s global storytelling potential.
Global Impact and Future Outlook
With over 2% of global streaming revenue, Italy has cemented its position as a strategic market offering strong returns, creative talent, and unique filming locations that attract international productions.
Forecasts remain positive: the Italian SVOD market is expected to continue growing, thanks to increased digital literacy, expanding fiber networks, and a wide range of content that appeals to a diverse, demanding audience.