Netflix has failed to make an impression in Italy, as subscriptions to the online streaming service are not growing as fast as expected, according to the director of the Media Observatory of Italy’s Institute for Competitiveness (I-Com).

In an interview for daily Il Giorno, Bruno Zambrino said that Netflix has a low penetration rate in Italy mainly because it lacks local content and especially football, which is the main premium content Italians are prepared to pay for.

Also, political series House of Cards, a Netflix exclusive in most countries, is aired by pay-TV operator Sky Italia in Italy.

At the beginning of 2016, Netflix had 110,000 users in Italy, but there is doubt over how many of the 170,000 who benefitted from the free month promotion opted to remain with the service.

Traditionally, Italians prefer to watch TV series and movies on free online sites such as YouTube, Rai.tv and Cbol.com. Those who opt to spend do not pay more than €10 per month for online content.

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