2016 media investments in Italy are worth 7.8 billion euros and has decreased since 2008 (when its value was of 9 billion euros). Half of the investments go on TV, digital is 30% with a value of 2.6 million euros. Polimi Media Online Observatory: the market changes, videos advance and the printed press slows down.
The advertising market is changing, online videos are increasing and print is still decreasing. Internet advertising is now the second channel of advertisement in Italy with 30% of shares in 2016 (29% in 2015), and becomes the second media after TV (50%).
Online advertising are forecasted to still increase by 10% in 2017.