Streaming, in Italy eight out of ten users on platforms for two hours a day
Survey by The Trade Desk and YouGov. 76% say yes to advertising to pay less for service
3' min read
3' min read
On the one hand, there is the interest of television viewers - across generations - in the variety of programmes that can be found on video streaming platforms. On the other hand, there is the added bonus of the enjoyment untethered from the rituality (and rigidity) of the TV schedule.
The combination of these elements is making the enjoyment of audiovisual content through streaming increasingly common, which today keeps almost 8 out of 10 Italians glued to their screens for up to two hours a day.
It is television anytime and anywhere, on demand, on any device, the advancement of which was photographed by a study by The Trade Desk, a leading global advertising technology platform, and YouGov, an international market research and data-analyst company, on Italians' streaming content consumption habits and opportunities for marketing and advertising.
And so the survey shows that as many as 78% of Italians surveyed spend up to two hours a day watching content on streaming platforms, split between connected TV (51%, up from 49% in 2022) and YouTube (27%).
Broadcasters - from Rai with RaiPlay, to Mediaset with Infinity, to Sky with Now - have for some time now been in the frame of mind to ride the wave, also to avoid being swept away by it. Because if it is true that video-streaming platforms are still struggling to erode important shares of the TV audience (Auditel's 'unrecognised' audience figures are an important litmus test in this sense), it is equally true that the generational data, with the youngest devoted to multi-device viewing and not determined by programme schedules, leaves little room for alternatives: streaming video content is necessary.
