Impresa Cultura Italia-Confcommercio, in collaboration with Swg, carried out a study in order to analyze changing and impact of Covid-19 on the Italian cultural preferences.

The strong shift towards digital cultural services is significant: 34% of the sample analyzed said streaming on demand and pay platforms have been used more frequently.

According to Impresa Cultura Italia-Confcommercio and Swg, the imposed stop has contributed to set an increase in the Italian television consumption, around 47% during the lockdown.

In addition, there was a slightly increase related to readers’ preferences for digital compared to paper.

President of Impresa Cultura Italia-Confcommercio, Carlo Fontana, said: “The digital has been a fellow during a very difficult phase for all of us proving to be an excellent cultural channel of diffusion when it is wisely used.