Video-on-demand in Italy - statistics & facts

Compared to other European countries, the Italian video-on-demand industry is still a nascent market. However, the coronavirus pandemic had a positive impact on consumers’ streaming behavior and nowadays VOD is more popular than ever. Nearly half of respondents to a 2021 survey said that they watched more video streaming content because of staying at home due to COVID-19. Furthermore, the number of video-on-demand users grew to over 17 million in 2021 which is a penetration rate of 29 percent. After a dip in 2022 due to inflation, the count is forecast to increase again reaching 23.5 million by 2027.
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Published by Julia Stoll, Dec 17, 2025

Key insights

  • Digital share of the Italian home video market
  • ****%
  • Number of VOD users in Italy
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Number of SVOD users in Italy 2023, by platform

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Subscriptions to video-on-demand services in Italy 2014-2024

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