Alphabet/Google becomes Italy's top communications operator

The Italian Communications Authority (AGCOM) has valued the Integrated Communications System for 2024 at 21.8 billion euros, representing 0.99 percent of Italy's GDP and a 6.9 percent annual increase.

This growth is primarily driven by online advertising, which is estimated at nearly 8 billion euros. This segment accounts for 36.6 percent of the total sector resources, marking a 12.6 percent increase from the previous year and widening the gap between digital and traditional media.

For the first time, a digital platform has taken the lead among the twelve major operators. Alphabet/Google holds the top position with a 12.4 percent market share, surpassing the public broadcaster Rai, which fell to second place with 12 percent. Meta/Facebook follows in third with 9.7 percent, followed by Comcast/Sky at 9.4 percent and Fininvest at 9.2 percent. Other notable digital players include Amazon (4.9 percent), Netflix (3.5 percent), and DAZN (2.5 percent).

Audiovisual, radio, and paid platform services constitute the largest economic area, absorbing 43.5 percent of resources, valued at 9.48 billion euros. Within this sector, paid television services grew by 11.3 percent, while free-to-air offerings increased by 4.4 percent.