European media market shifts as digital platforms gain share

The European media landscape is undergoing a significant shift as digital platforms gain market share at the expense of traditional broadcasters. In Italy, the proportion of the market held by traditional broadcasters fell from 78% in 2020 to 57% five years later, while platforms rose from 22% to 43%. Similar trends are visible across Europe, with platform growth noted in France, Germany, and Great Britain.

This transition is driven by changing consumption habits among younger demographics (ages 13-34), who increasingly favor smartphones and social media feeds over linear television. While live events and sports remain key drivers for traditional TV, daily content consumption is moving toward short-form video, clips, and recommendation algorithms.

In the Italian market, AGCOM reports that major streaming services such as Netflix, DAZN, Amazon, and Disney+ account for approximately 23.3% of the television market, while traditional entities like Rai, Comcast/Sky, and Mediaset hold 67%. The evolution of media technology has historically been propelled by sports content, such as football, which has facilitated transitions from color broadcasting to pay-TV and now to digital streaming.