{"id":1547,"date":"2026-02-12T10:12:00","date_gmt":"2026-02-12T09:12:00","guid":{"rendered":"https:\/\/sensemakers.it\/?p=1547"},"modified":"2026-02-13T11:25:04","modified_gmt":"2026-02-13T10:25:04","slug":"il-mercato-tv-in-italia-analisi-dei-dati-tra-resilienza-lineare-e-spinta-digitale","status":"publish","type":"post","link":"https:\/\/sensemakers.it\/news\/il-mercato-tv-in-italia-analisi-dei-dati-tra-resilienza-lineare-e-spinta-digitale\/","title":{"rendered":"Il mercato TV in Italia: analisi dei dati tra resilienza lineare e spinta digitale"},"content":{"rendered":"\n<p>L\u2019analisi di Sensemakers rivela un ecosistema unico nel panorama internazionale. Nonostante la transizione digitale globale, l\u2019Italia mantiene specificit\u00e0 strutturali che meritano un approfondimento basato sui dati di consumo, demografia e nuove abitudini di fruizione.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L\u2019unicit\u00e0 del mercato italiano<\/h2>\n\n\n\n<p>Oggi la <strong>TV lineare<\/strong> in Italia registra un consumo superiore alle<strong> 3 ore e 15 minuti giornaliere<\/strong>. Si tratta di un volume di ascolto superiore del 60% rispetto ai paesi anglosassoni e del 20% rispetto alla media dei principali mercati europei.<\/p>\n\n\n\n<p>Questa resilienza \u00e8 favorita da due fattori:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Qualit\u00e0 editoriale:<\/strong> Un&#8217;offerta che continua a intercettare il pubblico nazionale;<\/li>\n\n\n\n<li><strong>Sistemi di misurazione:<\/strong> La trasparenza e la competitivit\u00e0 del mercato, garantite da parametri certi, hanno permesso lo sviluppo della qualit\u00e0 e della competizione.<\/li>\n<\/ol>\n\n\n\n<p>Anche gli andamenti recenti confermano questa tenuta: nel 2025 l&#8217;erosione registrata in Italia \u00e8 stata del<strong> 2,7-2,8%<\/strong>, meno della met\u00e0 rispetto alla perdita di audience osservata negli altri mercati europei.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\"><a href=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Resilienza-TV-Lineare.jpg\" data-rel=\"lightbox-gallery-JTioKKzC\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Resilienza-TV-Lineare.jpg\" alt=\"\" class=\"wp-image-1548\" style=\"width:500px\" srcset=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Resilienza-TV-Lineare.jpg 1280w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Resilienza-TV-Lineare-300x169.jpg 300w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Resilienza-TV-Lineare-1024x576.jpg 1024w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Resilienza-TV-Lineare-768x432.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Demografia e &#8220;passaggio d&#8217;epoca&#8221;<\/h2>\n\n\n\n<p>L&#8217;audience televisiva \u00e8 fortemente influenzata dalla struttura demografica del Paese: il <strong>70% dell\u2019ascolto \u00e8 generato da individui sopra i 55 anni<\/strong>.<\/p>\n\n\n\n<p>Storicamente, l&#8217;invecchiamento portava a un aumento del consumo lineare ma oggi assistiamo a un cambiamento strutturale: per la prima volta, le generazioni pi\u00f9 mature utilizzano massicciamente il digitale.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Consumo digitale 45+<\/strong>: crescita del 14% anno su anno sul secondo schermo (smartphone\/tablet);<\/li>\n\n\n\n<li><strong>Connected TV<\/strong>: il cluster che cresce maggiormente nell&#8217;utilizzo delle TV connesse \u00e8 quello degli over 65, spinto anche dai processi di switch-over tecnologico.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\"><a href=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Scenari-divergenti.jpg\" data-rel=\"lightbox-gallery-JTioKKzC\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Scenari-divergenti.jpg\" alt=\"\" class=\"wp-image-1549\" style=\"width:500px\" srcset=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Scenari-divergenti.jpg 1280w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Scenari-divergenti-300x169.jpg 300w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Scenari-divergenti-1024x576.jpg 1024w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Scenari-divergenti-768x432.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">La sfida dei Broadcaster: Social e Total Audience<\/h2>\n\n\n\n<p>Il 2025 si \u00e8 presentato come un anno di chiaroscuro. Senza grandi eventi sportivi, la crescita della Total Audience (visualizzazioni e tempo speso) \u00e8 stata meno marcata rispetto agli anni precedenti, con un&#8217;incidenza sul consumo totale piatta (dal 3,7% al 3,9%).<\/p>\n\n\n\n<p>Il vero cambio di paradigma riguarda la distribuzione:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Contenuti Social<\/strong>: I video pubblicati dagli editori sui social network sono raddoppiati, arrivando a triplicare su TikTok;<\/li>\n\n\n\n<li><strong>Reach incrementale<\/strong>: per un operatore come RAI nella fascia 25-34 anni, il <strong>21% della reach deriva da fruizione &#8220;Digital Only&#8221;<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>Ignorare queste forme di distribuzione significa non interpretare correttamente gli andamenti di un mercato dove il contenuto viene disrtibuito e fruito su piattaforme terze, ma rimane di propriet\u00e0 dei broadcaster.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Consumo VOD e investimenti pubblicitari<\/h2>\n\n\n\n<p>Esiste oggi una tensione tra fruizione a palinsesto e <strong>Video on Demand (VOD)<\/strong>. Sebbene i player nazionali dominino l&#8217;ascolto complessivo , nel segmento VOD la situazione si inverte a favore degli streamer internazionali.<\/p>\n\n\n\n<p>Attualmente, il VOD rappresenta il <strong>15% del totale<\/strong>, ma l&#8217;offerta dei broadcaster nazionali \u00e8 ancora sbilanciata sulla <strong>Catch-up TV <\/strong>(il 92% della fruizione digitale riguarda contenuti integrali gi\u00e0 andati in onda). La sfida futura risiede nella creazione di contenuti nativi per il digitale e formati short.<\/p>\n\n\n\n<p><strong>Il mercato pubblicitario<\/strong>: L&#8217;80% delle famiglie italiane con banda larga ha almeno un abbonamento streaming. Con la saturazione degli abbonamenti, gli streamer si stanno spostando sulla pubblicit\u00e0: si stima che il 38% degli utenti Netflix e la totalit\u00e0 di quelli Prime Video siano gi\u00e0 esposti a configurazioni pubblicitarie. Secondo le previsioni di Una, l&#8217;investimento sulla TV lineare \u00e8 in contrazione, mentre cresce del <strong>20% l&#8217;Advanced TV<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\"><a href=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Palinsesto.jpg\" data-rel=\"lightbox-gallery-JTioKKzC\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Palinsesto.jpg\" alt=\"\" class=\"wp-image-1550\" style=\"width:500px\" srcset=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Palinsesto.jpg 1280w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Palinsesto-300x169.jpg 300w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Palinsesto-1024x576.jpg 1024w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/02\/Slide-Palinsesto-768x432.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/a><\/figure>\n\n\n\n<p>Questo studio \u00e8 stato presentato durante l&#8217;evento di presentazione dell&#8217;<strong>Annuario 2025 della Televisione Italiana<\/strong>. <br>Per maggiori approfondimenti e informazioni sulla ricerca, \u00e8 possibile scrivere a <a href=\"mailto:info@sensemakers.it\"><strong>info@sensemakers.it<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019analisi di Sensemakers rivela un ecosistema unico nel panorama internazionale. Nonostante la transizione digitale globale, l\u2019Italia mantiene specificit\u00e0 strutturali che [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1722,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[7],"class_list":["post-1547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-presentazioni","tag-annuario-tv"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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