According to data from Agcom’s Communications Observatory, video-on-demand usage in Italy declined in March, with 15 million unique users recorded – 307,000 fewer than in March 2024, representing a 2% decrease.
During the first quarter of 2025, Netflix remained stable, averaging 8.3 million unique users, a slight increase of 0.1% compared to the same period in 2024. Amazon Prime Video ranked second, attracting an average of 7.3 million visitors and posting a year-over-year growth of 5.2%. Disney+ accounted for 3.7 million users, down by 4.6%, while DAZN reported 2.2 million unique users, reflecting an 11.8% decline. Sky’s Now platform averaged 1.4 million unique visitors, a reduction of 5.8%.
However, the total browsing time on major paid streaming platforms surpassed 41 million hours in March 2025, signifying a 9.5% increase over March 2024.
The Observatory’s analysis of user engagement during Q1 2025 highlighted varied outcomes among leading providers. Netflix registered a decrease in viewing hours, dropping from approximately 86 million in March 2024 to 83 million in March 2025.
While most services saw declines in time spent, Amazon Prime Video was the exception with an increase from roughly 15 million hours in early 2024 to 21 million hours in 2025. Disney+ reported just over 10 million hours, a 5% decrease; DAZN logged 1.5 million hours, down 27.9%; and Sky/Now accumulated 767,000 hours, a reduction of
36.2%.
In the free VOD segment, platforms attracted 37.16 million unique users in March 2025, a 3.4% increase year-over-year. Mediaset sites led this category with 20.4 million visitors, followed by RaiPlay with 10.1 million and Sky TG24 with 8 million. Total browsing time on these platforms exceeded 36 million hours, marking a 16.6% rise from March 2024, while average browsing time per user increased by eight minutes to more than 58 minutes.
