Netflix Audience in Italy
Netflix has an estimated audience of 12,160,790 people in Italy. 52.0% are female, 48.0% are male, average age 39.6. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Amazon Prime Video, Sydney Sweeney, Millie Bobby Brown, Next (TV series), Succession.
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, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Movies & TV · Type: TV Channel · Subtype: TV / music streaming
Demographics of Netflix fans
| Metric | Value |
|---|---|
| Female | 52.0% |
| Male | 48.0% |
| Average age | 39.6 |
| Estimated audience size | 12,160,790 |
Audience persona
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.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 2,385,058 | 1.11× |
| Lazio | 1,855,169 | 1.25× |
| Campania | 1,376,951 | 1.01× |
| Sicilia | 1,204,590 | 1.14× |
| Emilia-Romagna | 1,135,847 | 1.14× |
| Veneto | 1,089,407 | 1.13× |
| Piedmont | 1,041,861 | 1.16× |
| Tuscany | 1,008,967 | 1.25× |
| Puglia | 862,149 | 1.03× |
| Liguria | 367,103 | 1.08× |
| Calabria | 341,829 | 0.92× |
| Marche | 334,440 | 1.1× |
| Sardinia | 306,807 | 0.9× |
| Abruzzo | 252,048 | 0.94× |
| Trentino-Alto Adige/Südtirol | 228,732 | 0.99× |
| Friuli-Venezia Giulia | 213,661 | 0.93× |
| Umbria | 192,495 | 0.98× |
| Basilicata | 74,081 | 0.67× |
| Molise | 36,100 | 0.63× |
| Aosta Valley | 19,843 | 0.64× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Amazon Prime Video | 1.64× | Movies & TV |
| Sydney Sweeney | 1.53× | Movies & TV |
| Millie Bobby Brown | 1.56× | Movies & TV |
| Next (TV series) | 1.51× | Movies & TV |
| Succession | 1.53× | Movies & TV |
| Bridgerton | 1.54× | Movies & TV |
| Emily in Paris | 1.93× | Movies & TV |
| The Witcher | 1.51× | Games |
| HBO MAX | 1.53× | Movies & TV |
| Black Mirror (TV series) | 1.51× | Movies & TV |
| Blu-ray Disc | 1.56× | Technology & Electronics |
| NASDAQ-100 | 1.53× | Business & Career |
| Olivia Rodrigo | 1.59× | Movies & TV |
| Discovery+ | 1.54× | Movies & TV |
| Damian Hardung | 1.93× | Movies & TV |
| Milly Alcock | 1.58× | Movies & TV |
| Great Britain | 1.52× | Travel & Leisure |
| Valerio Mastandrea | 1.54× | Movies & TV |
| Love Actually | 1.52× | Movies & TV |
| Margherita Buy | 1.57× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Extroversion | THRILL | 1.45 |
| Risk Appetite | THRILL | 1.35 |
| Community Orientation | OPEN | 1.22 |
| Social Media Usage | JOY | 1.14 |
| Luxury Orientation | PREMIUM | 1.06 |
| Early Adopter Mentality | POWER | 1.04 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.6% |
| Brazil | 6.0% |
| China | 5.0% |
See Netflix audiences in other countries
More TV / music streaming audiences in Italy
- Spotify (16,061,539)
- RaiPlay (9,637,968)
- Amazon Prime Video (5,838,970)
- DAZN (4,350,052)
- Now TV (3,914,636)
Frequently asked questions
How many fans does Netflix have in Italy?
Netflix has an estimated audience of 12,160,790 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Netflix fans?
52.0% of Netflix fans are female, 48.0% are male, with an average age of 39.6 years.
Which brands do Netflix fans like most?
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.
Where do Netflix fans live in Italy?
Netflix fans in Italy are most concentrated in Lombardy (reach 2,385,058), Lazio (reach 1,855,169), and Campania (reach 1,376,951). These three regions account for the largest share of the active audience.
What other brands do Netflix fans also like?
Beyond Netflix itself, the audience over-indexes on Sydney Sweeney (1.53×), Millie Bobby Brown (1.56×), Next (TV series) (1.51×), and Succession (1.53×) compared to the Italy average.
How to read this data
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.
About this audience profile
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.