Audicom: Netflix, Amazon, and Disney join Italian audience measurement committee

In a significant shift for the European media landscape, major streaming and digital platforms including Netflix, Amazon, The Walt Disney Company Italia, and Google/YouTube have joined Audicom, Italy’s Joint Industry Committee (JIC). This move marks the first time in Europe that Over-The-Top (OTT) giants have agreed to participate in third-party audience measurement governed by shared industry rules.

The restructuring of Audicom follows a directive from Agcom (the Italian Communications Authority) to ensure a transparent, impartial, and verifiable cross-media measurement system. The new corporate architecture distributes shares among various stakeholders: the Federation of Italian Newspaper Publishers (FIEG) and Fedoweb each hold 16.61%, while Anitec-Assinform—the ICT association representing the tech giants—also holds 16.61%. Advertising agencies UPA and UNA each hold 24.92%.

This change in governance is expected to reshape how advertising budgets are distributed across traditional publishing, web, streaming, and connected TV. A new Board of Directors is scheduled to take office on September 14, 2026, to appoint leadership roles, including a new CEO.