YouTube dominates the Italian streaming rankings, with 35.4 million unique visitors in December 2019, or 90 per cent of the total audience, based on Comscore research complied by daily Italia Oggi.

Mediaset was second with almost 22.7 million unique users (58 per cent of the total audience), followed by Sky Italia with 15.8 million and RAI with 9.9 million (25 per cent of the user base).

Despite the poor performance, the Italian public broadcaster should see growth in the coming period, after the relaunch of its RaiPlay VoD platform.

Netflix ranked fifth with 6.7 million unique users per month (17 per cent).

However, traditional broadcasters such as RAI and Mediaset have reason to be concerned, as the time spent by viewers watching content online is actually time taken away from watching programmes offered by linear TV.

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Categories: Articles, Consumer Behaviour, OTT, OTT, Research, UGC