According to the 20th Censis Communication Report, presented in Parliament today, television continues to be the most widely consumed medium in Italy.
The report states that 94.1% of Italians watched TV in 2024. While digital terrestrial TV experienced a slight decline of 1.8%, satellite TV usage increased to 47.7% (+2.6%), web TV rose to 58.4% (+2.3%), and mobile TV consolidated at 35.0% (+1.4%).
Overall, there was a decline in print media, a rise in digital media and a steep decline in book reading.
Radio’s Enduring Appeal
Radio maintains its relevance, demonstrating resilience through its adaptability. In 2024, 79.1% of Italians listened to the radio. Traditional radio saw a modest increase from 45.6% to 46.8% (+1.3%), mobile radio usage grew to 25.4% (+1.3%), and car radio remained the preferred listening method at 68.9%.
Digital Media’s Ascendancy
Digital media continues to play a leading role in Italy. Internet usage reached 90.1% in 2024 (+1.0% compared to 2023), aligning closely with smartphone penetration at 89.3% (+1.2%). Social network engagement also grew significantly, rising from 82.0% to 85.3% (+3.3%).
Decline of Print Media
The crisis in print media persists. In 2024, readership of paper newspapers fell to a historic low of 21.7%, marking a 45.3% decline since 2007. Weeklies saw a reduction to 18.2% (-2.2%), while monthlies remained stable at 16.9%.
Conversely, online newspaper readership held steady at 30.5%, and users of information websites increased from 58.1% to 61.0% (+2.9%).
Book Reading Trends
After previous growth, book readership declined in 2024. Readers of paper books decreased from 45.8% in 2023 to 40.2% (-5.6%). E-book readership remained unchanged at 13.4%, despite the increasing integration of digital technology into daily life.
Youth and Social Media Preferences
Among Italians aged 14 to 29, image-centric platforms dominate. In 2024, 78.1% used Instagram, 77.6% engaged with YouTube, and 64.2% were active on TikTok. Messaging platforms also saw high usage, with WhatsApp at 87.4% and Telegram at 42.9%. Additionally, 60.1% of young people utilised multipurpose platforms like Amazon.
Household Media Expenditure
In 2023, Italian households allocated €14.9billion to media consumption. Spending on books and newspapers declined by 37.6% compared to 2007, amounting to just under 10 billion euros. Expenditure on information and communication services decreased by 25.9%.
Conversely, spending on IT equipment quintupled since 2007, with households now spending 503.7 euros compared to 100 euros seventeen years earlier.
Debate on Freedom of Expression Online
Italians are divided on the issue of freedom of expression on social media. A majority (55.9%) believe users should express themselves freely without content restrictions. Within this group, 38.6% support minimal limitations for dangerous content, while 17.3% advocate for absolute freedom.
In contrast, 40.4% favour introducing content limitations, with 29.6% supporting basic moderation rules and 10.8% calling for strict regulation.
Information Sources and Media Hybridisation
The top five information sources for Italians in 2024 were TV news (47.7%), Facebook (36.4%), internet search engines (23.3%), all-news television (18.9%), and information websites (17.2%). Platforms like Instagram (16.7%), YouTube (15.5%), and TikTok (14.4%) followed closely.
While 50.7% of Italians feel traditional media are less essential, 49.3% disagree. Notably, 70.3% of young people reject traditional media, yet 80.0% acknowledge the importance of staying informed. Overall, 85.0% of Italians view staying informed as both a right and a duty, and 75.5% agree that, despite its flaws, information remains essential.
Perception of Algorithms
Only 42.6% of Italians understand what an algorithm is. Many express distrust towards technological innovations: 17.3% believe algorithms make decisions for them, 13.8% suspect data theft, and 8.5% view them as capitalist tools for exploitation.
Furthermore, 59.9% feel directed in their choices by search engines, social feeds, and TV platforms; 54.7% feel influenced on social platforms; 28.4% on commercial platforms; and 20.8% when consulting news portals and online newspapers.
Influencers Facing Scrutiny
A significant portion of the population (71.2%) claims never to have followed influencers, though this figure drops to 51.4% among the youth. Following a recent controversy involving a prominent influencer, 34.4% of 14-29 year-olds reported changing their attitude towards macro-influencers, while 14.3% stated the incident did not affect their overall perception.
These findings are from the 20th Censis Communication Report, presented today in Rome. The report, promoted by Mediaset, Rai, Intesa Sanpaolo, and Tv2000, was introduced by Senator Lavinia Mennuni and AgCom President Giacomo Lasorella.
