With over 2 billion euros, the value of audiovisual production has nearly doubled since 2017. Production volumes for the three main distribution channels have grown compared to 2022: television remains the most important channel, thanks in part to entertainment and other unscripted genres; productions for movies increased by 21%, Video on Demand platforms by 16%, and TV by 8%.
Employment in the sector is also on the rise, with a 3.5% increase in the last year. These are some of the key findings presented by APA (Association of Audiovisual Producers) during the launch of the 6th Audiovisual Report, a key event of the 2024 MIA Market.
The development of Italy's audiovisual industry is clear: with revenues exceeding 12 billion euros in 2023, the industry saw a 20% growth compared to the previous year. Television remains the leading audiovisual medium, with 8.2 billion euros in revenue (71% of the total market), while online platforms (AVoD and Pay VoD) reached 2.8 billion euros (24% of the total market). The remaining share comes from cinema, which is experiencing a strong recovery after the pandemic years.
“In 2024, the Italian audiovisual market has entered a new phase of development,” commented Chiara Sbarigia, President of APA. “The growth in content demand and tax credits have been key drivers of the sector’s strengthening in recent years, which is now undergoing significant change and evolution. Greater attention to product quality and the production of content that resonates beyond national borders are essential to enhance the rich history of the Italian audiovisual market and to increase the competitiveness of our industry.”
The report highlights a strong expansion in productions aimed at younger audiences, with a 70% increase in hours of Kids & Early Teens Fiction content in 2023. As for Kids TV, Warner Bros. Discovery remains the most diversified broadcaster with 42% of titles across its Kids channels, while Rai is still the top broadcaster in terms of airing original productions.
Among the most-produced genres in Italy, serials remain the dominant format, followed by Teen and Crime genres. New genres that are gaining interest among producers and audiences include Period pieces, Biopics, and Romance. Netflix and Paramount+ are the fastest-growing OTT platforms in terms of titles and hours of produced content.
The study was conducted by APA with the support of research institutes such as eMedia, Ce.R.T.A., Symbola, O&O - Oliver & Ohlbaum Associates, and Geca Italia. Speakers at the presentation included Maria Pia Ammirati (Director of Rai Fiction, Rai), Eleonora Andreatta (Vice President of Italian Content, Netflix), Alessandro Araimo (Executive Vice President - Managing Director Italy & Iberia, Warner Bros. Discovery), and Daniele Cesarano (Director of Fiction, RTI – Mediaset).