{{item.videoDuration}}
{{item.title}}
{{item.text}}
{{item.videoDuration}}
{{item.title}}
{{item.text}}
Entertainment & Media Outlook
in Italy 2023-2027
Resetting expectations, refocusing inward and recharging growth
Learn moreWhile the E&M industry continues in its growth path and the Italian economy as a whole is being consolidated, fueled by the implementation of the National Recovery and Resilience Plan (NRRP) and expansive fiscal policies, the digital transition is being enforced and end-consumers ways of usage and consumption are becoming more mature.
However, there remains a clear volatility underlying the macroeconomic scenario that could slow down the overall industry growth, increasing the uncertainty felt in the market. Above all, the strict measures deployed to tackle the inflation are progressively reducing consumers’ purchasing power, while businesses are being more wary about their investments. In this picture, the E&M sector appears resilient by continuing its growth path, due to its ability to quickly adapt to changes in the environment, redesign value chains and ways of pursuing business.
3 major takeaways for taking on today’s challenges, while achieving a sustainable competitive advantage:
- Don't be afraid to reinvent your value chain and business model
- Believe in disruptive digital opportunities and be ready with relevant skills
- Keep your business up-to-date by monitoring the evolution of the regulatory context
Three major takeaways to keep volatility in check and boldly position yourself to thrive in the future
- Invest, protect and reap the benefits from your critical assets
- Ride the digitalisation wave
- Provide experiences rather than products
Current context
In our Entertainment & Media Outlook in Italy 2023-2027, we predict that total E&M revenues in Italy will rise at a compound annual growth rate (CAGR) of +3.2% to reach €42.1bn in 2027. This year's forecast confirms the growth trend depicted in last year’s predictions, as proof of the sector's ability to return to generating value even in the midst of uncertain scenarios.
The Entertainment & Media market is undergoing a significant transformation, marked by the emergence of a number of segments that have the potential to enrich the user experience of consumers, coupled with the coexistence of more mature segments with a solid customer base.
The collaboration between these two dimensions will contribute to the creation of an ecosystem capable of engaging the user on numerous occasions and in different ways, digital and traditional.
Outlook segments findings
Cinema
National and European funds support the sector
Planned government initiatives and investments from the EU's post-pandemic recovery fund, in conjunction with a renovated movie offering, are supporting the sector's upturn, with the aim of bringing people back to cinemas or enriching their cinematic experience after the change in audiovisuals consumption during the pandemic period.
For more information information and insights, please download the full report.
Music, radio and podcasts
Podcasts and live music leading the growth rates
After the pandemic stop, live music confirmed itself as one of the sector’s biggest growth drivers, with both big international artists and smaller national performers attracting broad masses and making it to the top 10. Radio advertising revenue experiences a slow but steady increase, as well as the number of average daily listeners, with podcasts continuing to engage Italian listeners, although their contribution to the overall sector’s revenue is still quite limited, due to monetization models still not so consolidated.
For more information information and insights, please download the full report.
Video
New and existing business models for a fast-changing market
OTT players are reviewing their business models in response to the drop in revenues after the peak during the pandemic period. Although losing share due to the expansion of Internet video advertising - which will also allow for new opportunities, due to increasing number of connected TVs -, traditional TV advertising maintains a predominant position, as traditional means still play a strategic role in ad campaigns.
For more information information and insights, please download the full report.
Books
Seeking stability while coping with difficult context conditions
The market will maintain its stability over the next years even if it will have to overcome the challenges related to the increase of production costs and a consequent reconfiguration of the supply chain.
For more information information and insights, please download the full report.
Magazines
Reinventing business models in a creative way
Focus on advertising and digital properties, as players are changing their business models through investments in technologies, mixing it with the creative field.
For more information information and insights, please download the full report.
Newspapers
Investing in digital channels to maintain relevance
The market will continue to cut costs and expand its digital and multimedia strategies, while maintaining its role as one of the most reliable and truthful sources of information.
For more information information and insights, please download the full report.
Business-to-Business (B2B)
Trade shows confirming as the biggest market driver
Italy's B2B market growth will slow markedly as spending by companies at trade shows normalises following the unprecedented post-pandemic rebound, although a larger focus on business information will help the overall scenario.
For more information information and insights, please download the full report.
Out-Of-Home (OOH)
Physical and digital contributing to the strong market growth
Despite the well-known limitation in city centers, Italy's OOH market will continue to show double-digit growth even as the post-pandemic rebound fades, thanks to both a well-established physical inventory and an ever-expanding digital one.
For more information information and insights, please download the full report.
Internet advertising
Mobile as the primary mean to engage consumers
In the new “cookie-less” scenario, the mobile sector dominates the Italian Internet ad market and is also the fastest-growing, with video and social media being important market drivers.
For more information information and insights, please download the full report.
Video games and esports
The expansion of video games and esports will not stop
Significant market growth driven by social casual gaming where data suggests that Italy has largely retained the mobile gamers gained during the pandemic period. Esports will continue their growth also through sponsorship and partnership deals with major Italian brands and institutions.
For more information information and insights, please download the full report.
Generative AI
Generative AI will unleash its potential in the coming years
The new wave of Generative AI is being driven by big tech companies, while generative AI start-ups are attracting substantial investment. Despite some initial difficulties related to privacy compliance, Generative AI platforms are proving promising in various creative and business sectors.
For more information information and insights, please download the full report.
VR, AR and the Metaverse
A growth in search of new contents and applications
Italy’s VR market is set to grow thanks to the contribution of VR gaming content and the market release of affordable, premium quality VR visors, while in the AR sector most mobile AR revenue will come from in-app advertising and face filters on social media platforms.
For more information information and insights, please download the full report.
Telecommunications
Telcos foster technologies through network investments
As main telco operators keep investing in the development of faster and more reliable connectivity networks through private and public funds, telecommunications services will maintain their role of enabler for the consumption of E&M contents, as proven by the steady increase in data consumption figures.
For more information information and insights, please download the full report.
Executive Summary
An overview of the key highlights of 13 relevant market segments, in English as well as Italian.
Full Report
Request access to the report to find out more about the future of the Italian Entertainment & Media industry.
{{filterContent.facetedTitle}}
{{contentList.dataService.numberHits}} {{contentList.dataService.numberHits == 1 ? 'result' : 'results'}}
{{contentList.loadingText}}
{{contentList.loadingText}}
27th Annual Global CEO Survey
What are the priorities on the agenda for the next 12 months of global and Italian CEOs? PwC's 27th Annual Global CEO Survey, provides a snapshot of more than 4,500 CEOs from around the world.
Technology, Media & Telecommunications (TMT)
Helping business leaders manage their complex businesses and adapt to a world of accelerated digital transformation.
Contact us
Follow us
