According to the report "The Television Market in Italy: 2025-2027" by ITMedia Consulting, the sector is growing thanks to video-on-demand (VOD) platforms, which are no longer "alternative." They are a daily diet. According to the study, in 2025 the TV market will close with a 2.2% increase over 2024, approaching the symbolic threshold of €9 billion. But while linear advertising slows to a slight negative result, streamer advertising is growing by nearly 30%. This is thanks to Netflix, Disney+, Amazon Prime Video, and Dazn, which have entered the advertising market with new offerings. According to estimates, by 2025 there will be nearly 20 million subscribers to streaming services, with over 16 million households equipped with a connected TV. The platform ranking, according to ITMedia Consulting estimates, sees Netflix in the lead (29%), followed by Amazon Prime Video (25%), Disney+ (16%), Dazn (9.5%), and others. For the incumbent broadcasters, the shift is also evident in the numbers. Rai, Mediaset, and Sky have fallen below 67% of the overall market, a share unthinkable until a few years ago. In 2018, they exceeded 90%.