Italian digital media consumption rise

Mid‑July data from Comscore showed Italy’s online market staying stable in visitor numbers while average time spent per user jumped 4.5% to more than 76 hours, a growth driven entirely by mobile usage. Sports streaming sites led the surge: DAZN rose 35.7% and entered the top‑ten properties, while Sky Sport sites gained over 20%, pushing total unique visitors for these platforms above 27 million.

A week later, analysis of the broader trend noted that Italian football fans have increasingly migrated from traditional TV to fragmented digital experiences. Streaming services now deliver matches on smartphones, tablets and smart TVs with interactive features, while social networks keep conversations alive with memes, clips and live commentary. The shift underpins the earlier traffic gains for DAZN and Sky Sport, illustrating how Italy’s football culture is becoming a continuous online dialogue rather than a passive broadcast event.