Italian Gen Z shows strong preference for local books and podcasts

Research conducted by Ipsos Doxa indicates a strong preference for local cultural products among Italian consumers, particularly within Gen Z. According to the study presented at the Festival del giornalismo culturale, 82% of Italians aged 18 to 29 judge Italian books to be of equal or higher quality than foreign productions.

This trend is even more pronounced in the podcast sector, where 70% of listeners choose exclusively or predominantly Italian titles. Researchers describe this phenomenon as ‘selective globalization,’ where a desire to explore international horizons coexists with a need to maintain local cultural identity.