In 2025, Italians spent €4 billion on digital content, including entertainment video, audio (music, podcasts, and audiobooks), publishing (newspapers, digital magazines, news websites, and e-books), and gaming. This represents a 3% increase compared to 2024. The estimate comes from the Digital Content Observatory of the School of Management at the Politecnico di Milano. The €4 billion market size is significant – more than double the €1.8 billion recorded in 2019, before the pandemic. That year saw 22% growth, followed by a surge in 2020 (+40%), continued expansion in 2021 (+23%) and 2022 (+13%), and a stabilization phase beginning in 2023 (+1%). The key takeaway is that paying for content has become a widespread habit. Before 2020, advertising was the primary revenue source for producers; today, the situation is reversed. The spending mix has also changed: while five or six years ago gaming was the top expenditure category, video content has now overtaken it. In terms of market share, video accounts for 44% of the €4 billion total, followed by gaming at 42%. News and e-books represent 5%, while audio (music, podcasts, and audiobooks) makes up the remaining 9%.