In the first half of 2024, paid video-on-demand (VOD) platforms in Italy saw an increase in users, reaching 14.355 million unique users—218,000 more than in the same period of 2023.

Notably, this is the situation for Netflix maintained a significant lead with 8.2 million users, despite an 8.7% decrease from the previous year.

Amazon Prime Video grew to 6.8 million users, marking a 5% increase, and Disney+ continued its steady growth, reaching 3.6 million unique users, up 6.2% from the previous year.

Noteworthy growth came from Now (Sky) with a 24.9% increase in users, while DAZN saw a slight decline in its user base.

Global Quality Improvements Enhance Streaming Experience

At the same time, globally, the streaming industry witnessed several shifts. Major players are enhancing streaming quality, with metrics like buffering rates significantly dropping by over 50% year-over-year.

Engagement time is also on the rise, with users globally spending more hours on these platforms due to improved experience and accessibility on mobile devices.

On the free VOD side, platforms in Italy such as RaiPlay and Sky TG24 saw 34 million unique users in June 2024, albeit slightly fewer than the same period in 2023, as streaming services adapt with both free ad-supported and subscription-based offerings to capture varied consumer preferences.

As subscription saturation rises in established markets, platforms like Netflix and Disney+ have started exploring ad-supported tiers and enforcing stricter account-sharing policies to maintain revenue and attract new users.

Key Trends Shaping the Future of Streaming

These shifts highlight a wider global trend toward ad-based monetization and an increase in mobile-driven growth, which has surged by nearly 383% in consumer spending since pre-pandemic levels, underlining the continued importance of mobile access to streaming platforms.

These trends, captured across industry sources and data aggregators like Agcom and NPAW, show that while paid VOD maintains growth, the competition for user engagement and adaptation to evolving market demands, especially in quality and pricing models, will be pivotal in shaping the streaming landscape through 2024 and beyond.