Connected TV: A look at the data
Posted: Thu Feb 13, 2025 3:53 am
A large amount of content to choose from and the ability to access it whenever and wherever you want: smart TVs are conquering more and more viewers, even in Italy.
According to data released by Fabrizio Angelini, CEO of Sensemakers, at the Engage conference , over 57% of Italians now watch TV from a device connected to the Internet .
To date, there are 19 million connected objects, +11% compared to last year, with 12.4 million homes and 32.8 million individuals affected by the phenomenon.
Smart TV, in Italy, is conquering more inhabitants in central and northern Italy, with 61% in Lazio, 53% in Lombardy and 52% in Tuscany.
Although traditional television still shows a good level of resilience, the CTV phenomenon can no longer go unnoticed.
Addressable TV
But what do we mean by CTV?
The term “connected TV” refers to any device that connects to or is integrated into kuwait mobile database a television and allows the consumption of streaming content .
The growing diffusion of CTV has seen the gradual assertion on the market of players in OTT (over-the-top) services, i.e. linked to the provision of TV/video content directly from the web, in streaming or video on demand (VOD) mode.
Netflix, Hulu, Amazon Prime have joined the major players in traditional television who have also rethought their offering in the digital domain (RaiPlay and Mediaset Infinitiy).
To return to the data: the rise of CTV and OTT is leading to a new phenomenon, called "cord-cutting", i.e. the growing tendency of customers to abandon traditional cable and satellite television subscriptions in favor of streaming services.
According to data released by Fabrizio Angelini, CEO of Sensemakers, at the Engage conference , over 57% of Italians now watch TV from a device connected to the Internet .
To date, there are 19 million connected objects, +11% compared to last year, with 12.4 million homes and 32.8 million individuals affected by the phenomenon.
Smart TV, in Italy, is conquering more inhabitants in central and northern Italy, with 61% in Lazio, 53% in Lombardy and 52% in Tuscany.
Although traditional television still shows a good level of resilience, the CTV phenomenon can no longer go unnoticed.
Addressable TV
But what do we mean by CTV?
The term “connected TV” refers to any device that connects to or is integrated into kuwait mobile database a television and allows the consumption of streaming content .
The growing diffusion of CTV has seen the gradual assertion on the market of players in OTT (over-the-top) services, i.e. linked to the provision of TV/video content directly from the web, in streaming or video on demand (VOD) mode.
Netflix, Hulu, Amazon Prime have joined the major players in traditional television who have also rethought their offering in the digital domain (RaiPlay and Mediaset Infinitiy).
To return to the data: the rise of CTV and OTT is leading to a new phenomenon, called "cord-cutting", i.e. the growing tendency of customers to abandon traditional cable and satellite television subscriptions in favor of streaming services.