Google overtakes Rai as Italy's largest media economic entity

According to 2024 data released by the Italian communications authority AGCOM, Alphabet (Google's parent company) has become the leading entity in Italy's Integrated System of Communications (SIC). Alphabet captured 12.4% of the system's total resources, surpassing the public broadcaster Rai, which holds a 12% share.

The total value of the Italian media system reached 21.8 billion euros, representing 0.99% of the nation's GDP and marking a 6.9% increase from 2023. The SIC metric encompasses television, radio, publishing, online advertising, cinema, and outdoor advertising.

Significant shifts were also noted in other rankings. Meta rose to third place with a 9.7% share, overtaking Comcast/Sky (9.4%) and Fininvest (9.2%). Other growing players in the sector include Amazon, Netflix, and DAZN. This transition marks a shift from a traditional market dominated by Rai and Mediaset toward one where online platforms hold primary economic influence.