Markets

Italy’s audiovisual industry is experiencing a moment of transformation, maturity, and growth. The APA’s 7th National Audiovisual Production Report, unveiled this week at the MIA – Mercato Internazionale Audiovisivo in Rome, paints a dynamic picture of a sector that continues to expand while refining its identity.

In 2024, the industry reached a total value of €16.3 billion, marking a 9% increase over the previous year. That’s a growth rate more than twice that of Italy’s GDP, underlining the audiovisual sector’s crucial role in the national economy. Linear television still leads the way, maintaining a 52% share of the total market, while online video continues its double-digit growth, reshaping the viewing landscape without dethroning traditional players.
While the post-pandemic boom was driven by a surge in content demand and generous tax incentives, 2024 marks a turning point. The market is now entering a new phase — less about volume, more about value. As the Report notes, there’s a clear transition from a “demand-driven” to a “product-driven” model. In practice, this means fewer but more ambitious productions, with an eye on international appeal and long-term sustainability.
Nowhere is this shift more evident than in the world of scripted content. With production costs exceeding €2.165 billion, and an average hourly cost of €1.65 million, scripted series and films are becoming the flagship of Italy’s creative exports. Selectivity is growing, but so is the ambition — both in storytelling and in production values.

At the heart of this system are the independent production companies — agile, creative, and export-focused. APA President Chiara Sbarigia, presenting the Report, emphasized the need to support these companies with clear rules, long-term investment, and a reformed aid system that is efficient, rigorous, and responsive.
“The added value of our production system lies in independent companies. They ensure ownership of ideas, operational flexibility, and the ability to develop exportable projects,” Sbarigia stated. “Investing in their financial sustainability means strengthening the international competitiveness of Italian audiovisual production.”

Following the presentation, a panel of top commissioners gathered to reflect on the Report’s findings and discuss the road ahead. Moderated by Massimo Scaglioni, Director of Ce.R.T.A. at Università Cattolica, the discussion featured some of the most influential voices in the industry:Maria Pia Ammirati (Rai Fiction), Eleonora Andreatta (Netflix), Daniele Cesarano (Mediaset), Nils Hartmann (Sky Studios Italy), Viktoria Wasilewski (Prime Video Italy).
Each panelist echoed a similar message: the ecosystem is evolving, and collaboration between traditional broadcasters and global platforms is no longer optional — it's essential. International co-productions, larger budgets, and new formats like branded content and short-form series are creating opportunities for reinvention.
Beyond prime-time dramas and big-budget films, the Italian industry is also embracing new formats. Short-form content, often designed for social platforms like TikTok and Instagram, is becoming a powerful tool for both storytelling and audience engagement. Branded entertainment is also gaining momentum, offering fresh revenue models and creative freedom.
While scripted productions still dominate in terms of investment and prestige, unscripted formats — from docurealities to talent shows — are carving out a space of their own, especially among younger viewers and digital-native audiences.

The audiovisual industry employs over 124,000 professionals in Italy. Among them are 4,747 women entrepreneurs and a growing number of under-35s. However, the sector remains predominantly male and heavily concentrated in Lazio, underscoring the ongoing need for greater gender balance and regional diversification.

Full report available here:
🔗 APA – 7° Rapporto sulla Produzione Audiovisiva Nazionale