Online Entertainment is now one of the main digital activities in Italy. A new Comscore report of January 2022 establishes that around 39 million visitors (equal to 96.2% of the Italian digital population) have logged in on sites or mobile apps belonging to the Entertainment category. A figure that positions Italy in the narrow circle of markets with the highest levels of online Entertainment penetration: our country is in fact immediately after Brazil (97.9%), Spain (97%) and the United States (96, 3%).
Comparison with the other content categories also confirms that entertainment is one of the main online activities in Italy for dedicated time. In fact, the report indicates that one in five minutes spent online is dedicated to entertainment-related content (20.4% of the total). A figure second only to Social Networks, which hold 22.9% of the overall time.
Over the past three years, there has been significant growth in the use of entertainment sites and mobile apps. The average time per visitor grew by 44% compared to January 2019, as it consolidates the sudden acceleration recorded during the most difficult moments of the health emergency. Online video is undoubtedly the most widespread form of digital entertainment, thanks to operators such as YouTube, now close to saturation in terms of penetration of the Italian digital population (95%), to national broadcasters and their video platforms, such as Mediaset Infinity (29 %) and RaiPlay (21%), and to world-class SVODs such as Netflix (24%).
Music data is also important, where Spotify’s high level of penetration is recorded (31%) and its widespread use in terms of time spent (about 27 minutes per day per visitor). Among the YouTube partners of January 2022, at the top of the ranking there are also four subjects connected to the music world (SonyBMG, Warner Music, VEVO, Believe), which reach levels of penetration higher than 50% of the Italian digital population. At least one in two Italians connected to the network watched a video or music content on YouTube during the month of January.
The penetration of entertainment content reaches almost 100% in all age groups, but there are important differences in terms of use of the contents. Users between the ages of 18-24 spend more than an hour and twenty a day on entertainment sites and mobile apps: more than three times more than those over 45. A further demonstration of how online entertainment is a privileged channel to reach the youngest groups in Italy.
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