A data profile of the people who buy, follow and care about RaiPlay in Italy — modelled from more than twelve digital signal sources. RaiPlay has an estimated audience of 9,740,466 people in Italy.
The average RaiPlay fan in Italy is 41.7 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Amazon Prime Video, Message in a Bottle (film), Il Messaggero, with strongest over-indexing on Amazon Prime Video (4.54× the country average).
Demographically, the RaiPlay audience skews balanced with an average age of 41.7, and over-indexes on personality traits such as Spirituality, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical RaiPlay fan in Italy is balanced, around 41.7 years old, with strong Spirituality tendencies and a notable affinity for Amazon Prime Video.
The key figures that characterise the RaiPlay profile in Italy.
51.8% are female, 48.2% are male, average age 41.7.
| Metric | Value |
|---|---|
| Female | 51.8% |
| Male | 48.2% |
| Average age | 41.7 |
| Estimated audience size | 9,740,466 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 25% |
of the worldwide RaiPlay audience comes from Italy.
| Country | Share |
|---|---|
| Italy | 97.6% |
| Spain | 0.2% |
| United States | 0.2% |
Where the RaiPlay audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~1.5M | 1.22× | |
| 02 | Sicilia | ~1M | 1.22× | |
| 03 | Puglia | ~800K | 1.21× | |
| 04 | Campania | ~1.5M | 1.15× | |
| 05 | Calabria | ~300K | 1.15× | |
| 06 | Liguria | ~300K | 1.12× | |
| 07 | Tuscany | ~700K | 1.10× | |
| 08 | Emilia-Romagna | ~800K | 1.05× | |
| 09 | Marche | ~300K | 1.05× | |
| 10 | Piedmont | ~700K | 1.03× | |
| 11 | Abruzzo | ~200K | 1.01× | |
| 12 | Basilicata | ~90K | 0.99× | |
| 13 | Lombardy | ~1.5M | 0.96× | |
| 14 | Umbria | ~100K | 0.94× | |
| 15 | Veneto | ~700K | 0.93× | |
| 16 | Friuli-Venezia Giulia | ~200K | 0.90× | |
| 17 | Sardinia | ~200K | 0.88× | |
| 18 | Molise | ~40K | 0.82× | |
| 19 | Trentino-Alto Adige/Südtirol | ~100K | 0.74× | |
| 20 | Aosta Valley | ~10K | 0.57× |
The strongest cross-interests of the RaiPlay audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Amazon Prime Video | Movies & TV | 4.54× | ||
| 02 | Rai News24 | Movies & TV | 4.16× | ||
| 03 | Maxton Hall | Movies & TV | 3.42× | ||
| 04 | Rai 1 | Movies & TV | 2.80× | ||
| 05 | Rai 2 | Movies & TV | 2.79× | ||
| 06 | Rai 3 | Movies & TV | 2.59× | ||
| 07 | Milly Carlucci | Movies & TV | 2.55× | ||
| 08 | Mediaset | Technology & Electronics | 2.16× | ||
| 09 | Canale 5 | Movies & TV | 1.94× | ||
| 10 | Massimo Ranieri | Movies & TV | 1.89× | ||
| 11 | RAI | Movies & TV | 1.86× | ||
| 12 | Il Mattino | News | 1.76× | ||
| 13 | Sal da Vinci | Movies & TV | 1.71× | ||
| 14 | Il Messaggero | News | 1.61× | ||
| 15 | Dagospia | News | 1.60× | ||
| 16 | News broadcasting | Business & Career | 1.60× | ||
| 17 | Message in a Bottle (film) | Movies & TV | 1.56× | ||
| 18 | Leggo | News | 1.55× | ||
| 19 | Wikipedia | Internet & Social Media | 1.55× | ||
| 20 | Le Iene | Movies & TV | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.29× | |
| Tradition | CONSERVATISM | 1.11× | |
| Patriotism | CONSERVATISM | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.77× | |
| Quality Awareness | PREMIUM | 0.80× | |
| Risk Appetite | THRILL | 0.81× |
RaiPlay has an estimated audience of 9,740,466 people in Italy, concentrated in Lombardy and Lazio.
51.8% of RaiPlay fans are female, 48.2% are male, with an average age of 41.7 years.
RaiPlay fans show strongest brand affinity for Amazon Prime Video (4.54×), Message in a Bottle (film) (1.56×), and Il Messaggero (1.61×) over the country average.
RaiPlay fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond RaiPlay itself, the audience over-indexes on Message in a Bottle (film) (1.56×), Il Messaggero (1.61×), RAI (1.86×), and Il Mattino (1.76×) 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 RaiPlay. 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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