According to a survey by GfK Sinottica, 58% of Italian families are registered on at least one platform from video on demand: Between Netflix, Prime Video, DAZN and so on. The figure is growing and highlights how streaming has now found its way into the hearts of Italians.
Nearly 6 out of 10 families have subscribed to at least one on-demand streaming service. Compared to 2020, the figure is 10% higher.
In two years, the number of subscribers on VoD platforms grew by 10%. However, there is not one ‘typical subscriber’. The platforms collect target groups that are sometimes very different from each other.
For example, DAZN has an audience that mainly consists of men with an average age of 47 years. Different story for Netflix and Disney+ which have a more heterogeneous and young audience: the subscribers are on average not older than 41 years.
Netflix it intercepts a very varied audience with fans of very different subjects: from video games to fashion, through music, film and travel. Prime Video taps into a more specific audience: it finds its way among technology and science enthusiasts.
The ranking of the most used VoD platforms in Italy
Yet it is correct Amazon Prime video the most widespread platform for on-demand streaming in Italy. The service reaches 46% of the homes of Italians who subscribe to at least one VoD service, perhaps also thanks to the huge popularity of Amazon Prime, the e-commerce giant’s suite of offers, services and digital products.
It follows immediately after Netflix, which is present in the homes of 33% of the families considered. In the third place we find instead Disney +.
But this is the data on the number of subscribers. The story becomes very different when we consider the actual use (or audience, if you prefer) of these platforms. In this case, Netflix and Prime Video switch positions, while Disney+ remains firmly in the last spot of the podium.
Source: Lega Nerd
