Spend on Italian drama hit more than €780m in 2024, up from €696m 12 months earlier
Italy’s audiovisual industry revenues rose 9% to €16.3bn (£14bn) in 2024 while income from drama production rose by 12% over the same period, according to newly published figures by the country’s producers association, the APA.
Linear television remains the primary audiovisual medium in Italy, with a 52% share of the total sector worth €8.4bn.
However, the fastest growing sector is online video, worth €5.4bn. By comparison, the cinema exhibition sector had revenues of €508m in 2024.
The APA said that total production spend hit €2.2bn, a rise of 10% year on year. Of this, production spend on theatrical films was €837m in 2024, up from €701m the previous year. Spend on scripted series TV production was €783m, an increase from €696m.
The average hourly cost of scripted content is around €1.65m in Italy.
The report concluded that the Italian market is entering a new phase: after years of expansion driven by demand and tax incentives, there is now a shift to a “product-driven” model, with greater selectivity in projects and a stronger focus on the international distribution of works.
The APA said public support schemes, and in particular Italy’s tax credit, remain an essential tool for producers. However, against a background of industry complaints about bureaucracy as well as a lengthy reform process of the tax credit, the report stresses the need for an aid system based on efficiency, simplicity, and speed in disbursements.
The findings were presented by APA president Chiara Sbarigia during the MIA market in Rome today.
“The added value of our production system lies in independent companies: they ensure ownership of ideas, operational flexibility, and the ability to develop exportable projects. Investing in their financial sustainability and in clear, stable rules means strengthening the international competitiveness of Italian audiovisual production,” said Sbarigia.
A MIA panel to discuss the findings also underlined how the Italian ecosystem is being redefined by the interaction between traditional broadcasters and global platforms. This is creating new opportunities for international co-productions, high-budget projects, and emerging formats such as short-form and branded content.
The report said the Italian audiovisual sector employs over 124,000 professionals.
The study was carried out by APA, with the support of research institutions including eMedia, Ce.R.T.A. – Research Center on Television and Audiovisuals, and Fondazione Symbola.
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