Milan-Naples, TV listening on Amazon Prime has boomed. Champions driving force for streaming? – Corriere.it

It could be considered in the future as the day that changed streaming in Italy. 12 April 2023 date of Milan-Naples first leg of the Champions League quarter-finals. On that day, the so-called unacknowledged listening monitored by Auditel reached an audience of 6.5 million users against an average in the months from October 2022 to March 2023 of just over 4 million. By unacknowledged listening we mean a plurality of things. Audience can be generated by subjects who have not requested to be measured, by use of the screen for purposes other than fruition, or even by subjects who have not prepared the methods to make their contents identifiable. For example, the screens can be used to consult on-demand catalogues, to communicate, for gaming, to enjoy radio channels. In practice, for the vast majority of unrecognized listening made up of so-called streaming, the viewing of non-traditional broadcasters (from Netflix to Amazon Prime Video, from Dazn to Disney + to Discovery + and so on).

This is demonstrated by the fact that on 12 April the Champions League match broadcast by Amazon Prime Video (to which you must be a subscriber to enjoy the vision) made an extraordinary leap in the overall unrecognized audience. And what a leap. 35% of all 134 channels recognized by Auditel was reached and overall the audience of the Rai networks was reached. The big football of the Champions League could therefore become over time a decisive factor in the development of TV via streaming in our country, at a time when generalist TV is in decline. In the first quarter of 2023 with a decrease in audience of around 1.6 million individuals on average in the 24 hours and 3.6 million people in prime time. The fact that streaming is gaining ground thanks to the Champions League can be seen as a positive factor for the future. More competition on the TV rights front, more money for the teams and more entertainment. But to succeed, the big players from overseas need to definitely come into play.