In Italy, access to subscription streaming platforms is decreasing.
This is stated in a recent survey by Deloitte analysts.
Compared to 2022, the use of the main paid video services by Italian consumers recorded a contraction of 3%.
Above all, costs have an impact: 1 in 4 Italian consumers share the price of their subscription with someone else precisely to optimize spending.
From Deloitte's "Digital Consumer Trends Survey 2023" it emerges that, in Italy, it is the younger groups who have the greatest access to streaming services.
89% of those aged between 18 and 24 use them compared to 49% of those aged between 65 and 75.
Overall, new subscribers to paid services have recorded a decline in the last three years, going from 21% in 2021 to 16% in 2023.
The smart TV sector is growing, with 71% of Italian adults owning one, up by +2% compared to 2022 and, more generally, by +24% in the last 5 years.
To the offer of these platforms, as highlighted in the Deloitte report, there are also free video streaming services, which are now widely spread and with just 13% of adults in Italy declaring that they do not use them.
Pay TV services (via satellite or cable) and sports broadcast also remain important.
At present in Italy, 29% of accounts on the main streaming platforms are shared, 25% of those who have access to these services share the cost with someone else and 14% do not pay for access, especially among the younger.
Faced with an evolving scenario, users show that they prefer, in the case of blocking account sharing, proposals that do not have an impact on the current cost of the subscription, accepting the possibility of having advertising content in their experience of using video content.
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