Internet Media: Conquering new territory

In 2018, the overall media industry in Italy recorded another negative result (-2%), due especially to a sharp drop in revenue from the sale of paid content (-8%). The Internet Media market had an overall positive result, and it has continued to grow, now exceeding a value of €3.2 billion. The main component is still advertising revenue, now worth €2.98 billion, 37% of the entire advertising sector in Italy. The component related to the online sale of media content (video, music, and news in digital format) is still somewhat contained in absolute terms and is now worth around €270 million. The subdivisions between media and channels are getting harder to track and to make out. In fact, some dynamics within the advertising world could push the frontiers of the “classic” digital market. Specifically, revenues from new “digital formats” are gaining ground, such as Digital Audio, Digital Out Of Home (DOOH) and Addressable TV. As the possibilities for brand companies to reach consumers has changed, thus, the communication and advertising forms, so too the types of products that can be offered, and of course the consumption behaviour of the end user.