Italy ranks third in advertising revenue, surpassed only by the United States and Poland, confirming its status as one of the most strategic markets for American media giant Warner Bros. Discovery. According to the presentation of the new TV lineup in Milan, the group counts on an audience of 45 million people (about 80% of the population), a result driven mainly by the arrival of streaming with HBO Max, which now stands alongside traditional television offerings.
The importance of bridging old and new TV continues to grow. According to data released by WBD, the group reached an 8.5% share, rising to 11% among 25- to 54-year-olds, establishing itself as the country’s third-largest TV broadcaster. Among free-to-air television channels, Nove posted 2.6% over 24 hours (+15% year-on-year) and 2.7% in prime time, while Real Time grew 6% in prime time.
The future of television could soon shift in scale and structure. Warner Bros. Discovery’s board of directors has given the green light to the acquisition by Paramount Skydance, with an offer valuing the group at roughly $111 billion. The deal remains temporarily on hold due to an antitrust dispute brought by a coalition of states.
What role Italy will play in this new scenario remains to be seen. Should the deal go through, the Italian market — already one of the most significant for WBD internationally — would face a radically different ownership structure, one that would need to redefine programming strategies, advertising investment, and the very coexistence of traditional TV and streaming that today represents its strength.
Photo credit: Warner Bros. Entertainment (Warner Bros. Discovery) via Wikimedia Commons
