Italian audiovisual sector growth slows in 2025

The Italian audiovisual sector generated €16.8 billion in 2025, a 3.1% increase from the previous year, though this growth is much slower than the 9% rise seen in 2024. The slowdown reflects a broader trend of maturing market conditions and shifting consumer behaviors.

Online video remains the main driver of growth

Online video continues to be the primary growth engine for the Italian audiovisual market, with free services increasing by 15% and paid services rising by 10.3%. This trend highlights the growing shift from traditional television to digital platforms.

Employment in the sector increases slightly

Employment in the audiovisual sector rose by 3.3% in 2025, reaching 128,336 people working in audiovisual activities. This increase suggests continued demand for content creation and production despite other challenges in the industry.

Investment in production declines for the first time since 2018

For the first time since 2018, investment in audiovisual production fell by 7.4% to €2 billion in 2025. Scripted television and streaming content were particularly affected, with investment dropping by €122 million compared to the previous year.

Report highlights market expansion and challenges

The eighth report on national audiovisual production by APA – Audiovisual Producers Association provides a detailed look at the sector’s performance, trends, and challenges. The report was presented at the MIA | Rome International Audiovisual Market and compiled with contributions from several academic and industry organizations.

Online video now dominates the market

Online video now accounts for 43% of the Italian audiovisual market, up from 21% in 2020. Experts predict that online video will soon surpass linear television in terms of market value, signaling a major transformation in how Italians consume media.

Unscripted content dominates television schedules

Unscripted programming remains the dominant format on traditional broadcasters, with over 17,000 hours of original content produced annually. Independent producers are especially influential, contributing to nearly 60% of all titles produced in the country.

Streaming platforms expand unscripted content

Streaming platforms are increasing their focus on unscripted content, with a 51% rise in the number of titles and a 30% increase in programming hours. Factual entertainment is the fastest-growing genre, with viewing hours rising by 36%.

Scripted content sees modest growth

The number of original scripted titles rose by 9% in 2025, reaching 101. Traditional broadcasters commissioned 74 of these, while streaming platforms commissioned 27. Italian scripted series continue to attract large audiences both on traditional TV and digital platforms.

Italian series perform well internationally

Italian scripted series have gained international recognition, with productions like The Monster of Florence on Netflix achieving 9.7 million global views in its first week. Other titles, such as The Sea Beyond and The Ladies' Paradise, have also seen high viewership on digital platforms.

Microdramas emerge as a new market trend

The APA report highlights the rise of microdramas, a form of short-form scripted content designed for smartphone viewing. This market, which includes platforms like ReelShort and DramaBox, is already valued at €14 billion globally and is growing rapidly.

Industry leaders discuss future of Italian production

A round-table discussion at the MIA | Rome International Audiovisual Market brought together senior executives from major media companies to discuss the future of Italian production. Topics included the importance of creativity, original storytelling, and adapting to a diverse and evolving audience.

Focus on Italian cultural identity and global reach

Industry leaders emphasized the need to promote Italian cultural identity through content that can resonate with international audiences. They also stressed the importance of experimenting with new formats and genres to stand out in a crowded media landscape.