As reported by Advanced Television, the number of Italians using OTT services reached 19.1 million in June 2017, which is up by 2.9 million or 18% compared to September 2016 figures. According to a study on the online video content market in Italy by the EY consultancy, this corresponds to 58% of Italian Internet users aged 16 years and over.
YouTube is accessed by 17.7 million users, and half of the users also use the platforms provided by leading Italian broadcasters such as RaiPlay, Mediaset.it, DPlay and La7.it. The number of users who pay for OTT content is 4.3 million.
The most popular content are films and TV series for OTT Pay users, and entertainment for OTT Free viewers. Some of OTT Free users watch content out of home, compared to 30% that do on OTT Pay.
Among the OTT pay platforms, Netflix has 800,000 subscribers, followed by TIM Vision with 600,000, Infinity with 300,000 and Sky Italia Now with 250,000. A fifth player, Amazon Prime entered the market this year.
YouTube is accessed by 17.7 million users in Italy
