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Italy streaming market share analysis 2020: Netflix, Amazon Prime Video, Hulu, Disney+, Paramount+ (CBS All Access) and more

1 March, 2021

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Presented below is the section for Italy from The Global Television Demand Report. Enjoy!

Italy digital original genre and subgenre preferences

  • With 55.1% demand share, drama is the most in-demand genre in Italy for 2020. Italy is the market in this report with the greatest demand for drama.
  • In contrast, comedy captured only 12.6% of audiences attention in 2020. This is the smallest share for that genre across all markets in this report.
  • Due to drama’s outsize share in this market, most other genres have a below average demand share here. The exception to this is action/adventure. While Italy had a well below average demand share for this genre in 2019, this market saw the largest growth in demand for action adventure, up from 13.2% last year. Italy’s 16.9% demand share for action adventure originals is now above average.
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  • Italy has the most drama dominated subgenre ranking of markets in this report. Seven of the top ten subgenres are dramas.
  • Crime drama is the most in-demand subgenre in Italy for 2020. It is one of 3 markets (along with Mexico and Spain) where this was the top subgenre.
  • Teen drama achieved its highest demand rank in Italy out of all markets in 2020 as the sixth most demanded subgenre. This is the same as in 2019, indicating this category has a lasting popularity in Italy.
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Italy platform demand share and digital originals demand distribution

  • In 2020, 60.0% of demand expressed for all digital originals in Italy is for an original series from Netflix. In no other market in this report does Netflix have a larger demand share.
  • As result of Netflix’s dominant position in Italy, the share of demand for originals from Other platforms is the smallest of any market in this report at 5%. The local Italian platform, TIMvision carved out a respectable 2.0% demand share for the year.
  • HBO Max has the second smallest demand in Italy of markets in this report. With a 2.4% demand share for 2020, the new platform’s originals have not gained as much traction in this market.
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  • This year’s most in-demand digital original series in Italy is The Mandalorian. It reached 18.9 times the demand of the average show.
  • Netflix’s Suburra was the 17th most in-demand digital original in Italy. This Italian crime drama was 7.2 times the demand of the average show.
  • Apple TV+’s Amazing Stories performed particularly well in Italy this year. This reboot of the original Amazing Stories was 3.2 times more in-demand than the average series.
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Italy platform demand share for drama and action/adventure digital originals

  • Nearly two thirds of demand for drama digital originals in Italy is for a Netflix original. This makes Italy the market where Netflix has the largest share of demand for drama originals.
  • As a result of the above, all other platforms have a below average demand share in Italy for drama digital originals.
  • The Italian OTT service TIMvision carved out a respectable 3.6% share of demand for drama originals in Italy. TIMvision’s Skam Italia was the 6th most in-demand series overall in Italy for 2020.
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  • Netflix has a 36.7% demand share for action/adventure original content in Italy. Along with Spain, Italy is the country with the highest demand share Netflix achieved in this category this year.
  • In August this year, Netflix achieved a 54.9% demand share for action/adventure original content in Italy. It has not had a majority share of demand in this market since July 2019.
  • In December, Disney+ reached a share of action/adventure demand not yet seen in Italy. It had a 34.0% share for the month, primarily due to The Mandalorian concluding its second season.
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Top digital original series in Italy

Here are the top 20 most in-demand streaming original series in 2020 across all platforms:

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