Pay television Audience in Italy
Pay television has an estimated audience of 17,989,514 people in Italy. 49.2% are female, 50.8% are male, average age 44.1. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Pension, Heat pump, Bed sheet, Bonprix, Cats (musical).
The average Pay television fan in Italy is 44.1 years old, balanced, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Campania. Top brand affinities include Pension, Heat pump, Bed sheet, with strongest over-indexing on Pension (1.54× the country average). Demographically, the Pay television audience skews balanced with an average age of 44.1, and over-indexes on personality traits such as Indulgence, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Movies & TV · Type: Topic
Demographics of Pay television fans
| Metric | Value |
|---|---|
| Female | 49.2% |
| Male | 50.8% |
| Average age | 44.1 |
| Estimated audience size | 17,989,514 |
Audience persona
The typical Pay television fan in Italy is balanced, around 44.1 years old, with strong Indulgence tendencies and a notable affinity for Pension.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 3,024,142 | 0.96× |
| Lazio | 2,219,045 | 1.01× |
| Campania | 2,086,849 | 1.03× |
| Sicilia | 1,632,033 | 1.05× |
| Puglia | 1,433,401 | 1.16× |
| Emilia-Romagna | 1,228,513 | 0.84× |
| Veneto | 1,119,985 | 0.79× |
| Piedmont | 1,098,494 | 0.83× |
| Tuscany | 879,597 | 0.74× |
| Calabria | 581,123 | 1.06× |
| Sardinia | 379,164 | 0.75× |
| Liguria | 358,167 | 0.71× |
| Marche | 336,657 | 0.75× |
| Abruzzo | 293,336 | 0.74× |
| Trentino-Alto Adige/Südtirol | 287,171 | 0.84× |
| Friuli-Venezia Giulia | 216,962 | 0.64× |
| Umbria | 216,708 | 0.74× |
| Basilicata | 178,006 | 1.08× |
| Molise | 149,667 | 1.75× |
| Aosta Valley | 112,275 | 2.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Pension | 1.54× | Business & Career |
| Heat pump | 1.52× | Home & Garden |
| Bed sheet | 1.64× | Home & Garden |
| Bonprix | 1.67× | Shopping |
| Cats (musical) | 1.63× | Music & Radio |
| Turmeric | 1.54× | Food & Beverages |
| Slime (Dragon Quest) | 1.93× | Games |
| Magnetic resonance imaging | 1.58× | Health |
| Pellet stove | 1.6× | Home & Garden |
| Nursing home care | 1.61× | Kids & Family |
| Class action | 1.53× | Business & Career |
| Cervical vertebrae | 1.59× | Health |
| Arthritis awareness | 1.59× | Health |
| Water heating | 1.53× | Home & Garden |
| HESPRESS | 1.51× | News |
| Jeggings | 2.1× | Fashion & Accessoires |
| Scrubber | 1.71× | Home & Garden |
| Rheumatoid Arthritis awareness | 1.52× | Health |
| Piperine | 1.75× | Health |
| Tax refund | 1.8× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.11 |
| Patriotism | CONSERVATISM | 1.1 |
| Social Media Usage | JOY | 1.05 |
| Price Sensitivity | PREMIUM | 0.97 |
| Need for Security | CONSERVATISM | 0.9 |
| Pet Ownership | JOY | 0.88 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.9% |
| Italy | 14.5% |
| Brazil | 4.5% |
See Pay television audiences in other countries
More Movies & TV audiences in Italy
- Shopping (40,184,269)
- Music (40,110,040)
- Food (39,361,997)
- Sports and outdoors (39,246,828)
- Arts and music (38,946,005)
Frequently asked questions
How many fans does Pay television have in Italy?
Pay television has an estimated audience of 17,989,514 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Pay television fans?
49.2% of Pay television fans are female, 50.8% are male, with an average age of 44.1 years.
Which brands do Pay television fans like most?
Pay television fans show strongest brand affinity for Pension (1.54×), Heat pump (1.52×), and Bed sheet (1.64×) over the country average.
Where do Pay television fans live in Italy?
Pay television fans in Italy are most concentrated in Lombardy (reach 3,024,142), Lazio (reach 2,219,045), and Campania (reach 2,086,849). These three regions account for the largest share of the active audience.
What other brands do Pay television fans also like?
Beyond Pay television itself, the audience over-indexes on Heat pump (1.52×), Bed sheet (1.64×), Bonprix (1.67×), and Cats (musical) (1.63×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for Pay television. 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.