Quanto spendono gli italiani per la TV on demand

I contenuti in streaming, film, musica e serie TV, sono diventati una spesa fissa anche per gli italiani: ecco quanto spendiamo in media ogni mese per Netflix & Co.


Giuseppe Croce Giornalista

Peppe Croce, giornalista dal 2008, si occupa di device elettronici e nuove tecnologie applicate al mondo automotive. È entrato in Libero Tecnologia nel 2018.

Di recente la TV on demand è entrata nelle case di milioni di italiani, diventando una spesa fissa mensile per un’ampia fetta della popolazione. In just a few years, this way of enjoying audiovisual content, including movies, TV series and shows, has carved out a place of great importance, giving space to a new type of market in constant evolution.

To outline the main aspects of the spread of TV on demand in the country is a research conducted in April 2021 by N26, mobile bank that wanted to investigate the pervasiveness of the phenomenon on a European scale. In Italy, the survey has involved more than 1000 people (6075 in all), thus allowing to count on a cross-section completely dedicated to our nation. The data emerged clearly show how consumers are now aware of the use of this system, in line with what happens in other EU nations. To favour the on-demand modality, then, are factors of various nature, which show that the users do not belong only to a purely technological public but to a heterogeneous audience, with different backgrounds and needs.

TV on demand, how much do Italians spend?

In the group analyzed by N26, 42% owns between 2 and 3 subscriptions to streaming platforms; the data becomes even more substantial in the age range from 25 to 34 years old, with more than 4 subscriptions for 33% of the members. Among services with variable cadence, the average monthly expenditure is 37.04 euros, slightly more substantial for men than women.

To raise the figure, according to the statistics of the study, was the pandemic: 34% of subscribers have increased the portfolio of subscriptions just in Covid period, especially in the set 25-34 years old who said they added packages and add-ons in 43% of interviews.

A particularly convincing feature for Italians is the possibility of cancelling the subscription at any time, without running the risk of incurring heavy penalties; this was stated by 32% of the sample. In addition, the ease of use, from home and on the move, is a condition that convinces 31% of our compatriots.

TV on demand, Italy vs. Europe

Italians have been more fascinated by on demand during the pandemic compared to Europeans, given that only 31% of EU citizens have taken out new subscriptions. It must be said, however, that in the EU 24% already have more than four, a particularly high number, for a cost of 39 euros per month that becomes 465 over the course of the year.

In this case, too, the driving force is young people: between TV and other subscription services, the 18-24 bracket spends 48 euros per month, more than twice as much as the over 65s who stop at 20 euros per month and 240 euros per year.