Italy launches Audicom unified audience measurement for TV, print and streaming

Italy’s Audicom system, created from the merger of Audiweb and Audipress, will provide a single “total audience” measurement that combines television, newspapers, websites and streaming services such as Amazon, Netflix, Disney+ and YouTube. The rollout is scheduled for October 2026 and is intended to give advertisers transparent data on unique reach, eliminating duplicate counts across platforms.

At the same time, YouTube’s advertising revenue in the second quarter of 2026 surpassed $11 billion, growing 13% year‑on‑year, matching Netflix’s revenue growth for the period. Netflix reported $12.56 billion in total revenue, still higher than YouTube’s ad earnings alone. The two firms are now direct competitors for viewers’ attention, especially among younger audiences, highlighting the growing importance of accurate audience measurement for the advertising market valued at about €9.2 billion.