In an increasingly digital landscape, Italy's online content sector is undergoing a consolidation phase driven by technological innovation and new market dynamics. The report "Digital Content: Between Consolidation and New Horizons", produced by the Digital Content Observatory, of which GMDE is a Partner, provides a detailed overview of industry trends, highlighting opportunities for businesses and professionals.
An evolving market: data and trends
According to the Observatory's analysis, digital content spending in Italy reached €3.7 billion in 2024, marking a 5% growth compared to 2023.
However, this represents a slowdown compared to previous years, which saw more substantial increases due to global emergency conditions. Key emerging segments include:
- News & eBooks: Accounting for 5% of total spending, with a +2% growth, signalling consolidation in the digital publishing market.
- Video Entertainment: Continues to dominate, representing 45% of total spending, with a +3% increase compared to the previous year. Growth has been influenced by rising subscription prices, content fragmentation, and adopting hybrid ASVOD (Ad-Supported Video On Demand) models, which are becoming increasingly popular on streaming platforms like Netflix, Disney+, and Amazon Prime Video.
Digital Audio recorded the highest growth, with a +20% increase, driven by streaming music and the growing popularity of audiobooks and podcasts. However, podcast monetization remains a challenge, with branded podcasts emerging as a viable solution for sustainable production.
- Gaming: The sector saw a +5% increase in 2024, rebounding from the previous year due to new consoles, digital gaming models, and the rise of cloud gaming platforms.
The information market
The news sector, including newspapers and magazines, saw an estimated €97 million in spending in 2024, with a +3% growth, driven by increased subscriptions and newspaper revenues, often boosted by promotional strategies and significant discounts.
However, the main challenge for publishers remains user retention. While 73% of Italians consume digital news, only 19% are willing to pay for premium content.
The eBook market
The eBook market continues to expand, with an estimated €86 million in spending in 2024 and +4% growth. 36% of Italians read eBooks, with one-time purchases remaining the most preferred model, though interest in subscription-based services is growing. eBook spending is consolidating as a stable digital alternative in the publishing landscape, reflecting increased adoption among readers.
Advertising revenue and AI’s impact on the Digital Content Market
Beyond consumer spending, advertising revenue remains a crucial element, reaching €528 million in 2024, marking a +2% growth.
News remains the dominant sector for advertising revenue, while eBooks have yet to make a significant impact in this area.
News: trends and innovation
New strategies and trends are emerging in the digital news sector:
• Personalized subscriptions tailored to different audience segments.
• Digital replicas of newspapers and magazines are evolving beyond simple PDF versions to offer exclusive digital content, in-depth reports, and multimedia enhancements.
• Strategic partnerships to boost reader engagement and expand the user base.
• AI integration in publishing processes, from content creation to distribution.
eBooks: market evolution
• Growing appeal among younger audiences, with increasing demand for digital content subscriptions.
• AI-powered content creation, improving personalization and efficiency in self-publishing.
The new frontiers of innovation
The digital content industry is shaped by three emerging technologies:
• Generative Artificial Intelligence (AI)
• Web3 and Blockchain
• The Metaverse
Generative AI is particularly revolutionizing content creation and personalization, optimizing production processes and enhancing user experience. However, copyright concerns and the impact on jobs are raising important regulatory challenges that will need to be addressed in the coming years.
Digital consumption habits in Italy
The adoption of smart devices continues to rise, with Smart TVs (72%) emerging as the primary platform for content consumption. 95% of Italian users accessed at least one digital content format in the past year, with growing interest in podcasts, audiobooks, and eBooks.
There is also an increasing willingness to pay for digital content: 68% of users are open to subscriptions or purchases. At the same time, ad-supported subscription models are becoming more widespread, with platforms like Netflix and Disney+ diversifying their offerings to expand their user base and revenue streams.
Regulatory role against piracy
Regulation plays a key role in shaping the sector’s future. AGCOM has introduced new anti-piracy measures, particularly for sports events, including the Piracy Shield platform, which enables immediate blocking of illegal sites and stricter penalties.
Conclusions and future outlook
The digital content market in Italy is in a phase of transition, balancing consolidation and innovation. Companies must quickly adapt to new technologies and evolving consumer preferences, while business models continue to evolve to ensure sustainable monetization and user retention.
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