A data profile of the people who buy, follow and care about Netflix in Italy — modelled from more than twelve digital signal sources. Netflix has an estimated audience of 12,051,080 people in Italy.
The average Netflix fan in Italy is 39.6 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Amazon Prime Video, Sydney Sweeney, Millie Bobby Brown, with strongest over-indexing on Amazon Prime Video (1.64× the country average).
Demographically, the Netflix audience skews balanced with an average age of 39.6, and over-indexes on personality traits such as Extroversion, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Netflix fan in Italy is balanced, around 39.6 years old, with strong Extroversion tendencies and a notable affinity for Amazon Prime Video.
The key figures that characterise the Netflix profile in Italy.
52.0% are female, 48.0% are male, average age 39.6.
| Metric | Value |
|---|---|
| Female | 52.0% |
| Male | 48.0% |
| Average age | 39.6 |
| Estimated audience size | 12,051,080 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 20% |
of the worldwide Netflix audience comes from Italy.
| Country | Share |
|---|---|
| United States | 15.2% |
| Brazil | 5.8% |
| China | 4.9% |
Where the Netflix audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~2M | 1.25× | |
| 02 | Tuscany | ~1M | 1.25× | |
| 03 | Piedmont | ~1M | 1.16× | |
| 04 | Sicilia | ~1M | 1.14× | |
| 05 | Emilia-Romagna | ~1M | 1.14× | |
| 06 | Veneto | ~1M | 1.13× | |
| 07 | Lombardy | ~2.5M | 1.11× | |
| 08 | Marche | ~300K | 1.10× | |
| 09 | Liguria | ~400K | 1.08× | |
| 10 | Puglia | ~900K | 1.03× | |
| 11 | Campania | ~1.5M | 1.01× | |
| 12 | Trentino-Alto Adige/Südtirol | ~200K | 0.99× | |
| 13 | Umbria | ~200K | 0.98× | |
| 14 | Abruzzo | ~300K | 0.94× | |
| 15 | Friuli-Venezia Giulia | ~200K | 0.93× | |
| 16 | Calabria | ~300K | 0.92× | |
| 17 | Sardinia | ~300K | 0.90× | |
| 18 | Basilicata | ~70K | 0.67× | |
| 19 | Aosta Valley | ~20K | 0.65× | |
| 20 | Molise | ~40K | 0.63× |
The strongest cross-interests of the Netflix audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Emily in Paris | Movies & TV | 1.93× | ||
| 02 | Erin Moriarty | Movies & TV | 1.93× | ||
| 03 | Damian Hardung | Movies & TV | 1.93× | ||
| 04 | Amazon Prime Video | Movies & TV | 1.64× | ||
| 05 | Olivia Rodrigo | Movies & TV | 1.59× | ||
| 06 | Milly Alcock | Movies & TV | 1.58× | ||
| 07 | Margherita Buy | Movies & TV | 1.57× | ||
| 08 | Millie Bobby Brown | Movies & TV | 1.56× | ||
| 09 | Blu-ray Disc | Technology & Electronics | 1.56× | ||
| 10 | Bridgerton | Movies & TV | 1.54× | ||
| 11 | Valerio Mastandrea | Movies & TV | 1.54× | ||
| 12 | Discovery+ | Movies & TV | 1.54× | ||
| 13 | Sydney Sweeney | Movies & TV | 1.53× | ||
| 14 | Succession | Movies & TV | 1.53× | ||
| 15 | HBO MAX | Movies & TV | 1.53× | ||
| 16 | NASDAQ-100 | Business & Career | 1.53× | ||
| 17 | Great Britain | Travel & Leisure | 1.52× | ||
| 18 | Love Actually | Movies & TV | 1.52× | ||
| 19 | The Witcher | Games | 1.51× | ||
| 20 | Black Mirror (TV series) | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.00× | |
| Social Media Usage | JOY | 0.99× | |
| Pet Ownership | JOY | 0.96× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.72× | |
| Quality Awareness | PREMIUM | 0.72× | |
| Individualism | JOY | 0.73× |
Netflix has an estimated audience of 12,051,080 people in Italy, concentrated in Lombardy and Lazio.
52.0% of Netflix fans are female, 48.0% are male, with an average age of 39.6 years.
Netflix fans show strongest brand affinity for Amazon Prime Video (1.64×), Sydney Sweeney (1.53×), and Millie Bobby Brown (1.56×) over the country average.
Netflix fans in Italy are most concentrated in Lombardy (reach ~2.5M), Lazio (reach ~2M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Netflix itself, the audience over-indexes on Sydney Sweeney (1.53×), Millie Bobby Brown (1.56×), Bridgerton (1.54×), and Succession (1.53×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Netflix. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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