MFE-MediaForEurope has reported higher audience shares in Italy and growing OTT consumption, despite group revenues edging lower and a weakening in its Spanish ads business.
In its nine-month update, the group said Mediaset remained Italy’s leading broadcaster for the 15–64 commercial target with a 40.2% share, and, for the third year running, beat its main rival in total audience with a 37.4% 24-hour share. In the July-September quarter Mediaset grew its commercial target audience by 3.8% over 24 hours, and reached 40.8% of the total audience in prime time, up 6% year on year.
The Spanish unit remains the group’s weak spot financially: gross advertising revenues fell to €494.4 million from €535.8 million in the first nine months, against a Spanish ad market that grew by 1.9%. By contrast, Italian gross ad sales from group media rose 1.4% to €1.427 billion in a market that declined 1.6%, extending MFE’s outperformance in its home territory.
From the fourth quarter, MFE will start fully consolidating Germany’s ProSiebenSat.1, adding another major free-to-air and streaming footprint. ProSiebenSat.1’s Joyn platform has been one of the brighter spots in the German business, with AVOD revenues up 48% in the first nine months of 2025, average monthly video users up 24% to 8.4 million and viewing time up 39% to 38.9 billion minutes. ProSiebenSat.1’s entertainment channels also increased their audience share among 20–59-year-olds to 20.6% over the period.
CEO Pier Silvio Berlusconi said the numbers confirmed the “significant increase in Mediaset’s audience in Italy” and the resilience of MFE’s cross-media model, even as the group absorbs ProSiebenSat.1 and works through a “very complex” Spanish TV market.
