The way Italians watch television is changing rapidly. New audience data show that traditional linear television continues to lose ground while streaming services are becoming an increasingly important part of daily media consumption across all age groups, including older viewers.
The transformation reflects a broader shift toward on-demand entertainment and digital platforms. In 2025, streaming accounted for 18.8% of total television consumption in Italy, marking another step forward for services that allow viewers to choose what to watch and when to watch it.
