RaiPlay Audience in Italy
RaiPlay has an estimated audience of 9,767,709 people in Italy. 51.8% are female, 48.2% are male, average age 41.7. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Amazon Prime Video, Message in a Bottle (film), Il Messaggero, RAI, Il Mattino.
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.
Category: Movies & TV · Type: TV Channel · Subtype: TV / music streaming
Audience demographics of RaiPlay
| Metric | Value |
|---|---|
| Female | 51.8% |
| Male | 48.2% |
| Average age | 41.7 |
| Estimated audience size | 9,767,709 |
Audience persona
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.
RaiPlay fans by region: top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | ~1.5M | 0.96× |
| Lazio | ~1.5M | 1.22× |
| Campania | ~1.5M | 1.15× |
| Sicilia | ~1M | 1.22× |
| Emilia-Romagna | ~800K | 1.05× |
| Puglia | ~800K | 1.21× |
| Piedmont | ~700K | 1.03× |
| Veneto | ~700K | 0.93× |
| Tuscany | ~700K | 1.1× |
| Calabria | ~300K | 1.15× |
| Liguria | ~300K | 1.12× |
| Marche | ~300K | 1.05× |
| Sardinia | ~200K | 0.88× |
| Abruzzo | ~200K | 1.01× |
| Friuli-Venezia Giulia | ~200K | 0.9× |
| Umbria | ~100K | 0.94× |
| Trentino-Alto Adige/Südtirol | ~100K | 0.74× |
| Basilicata | ~90K | 0.99× |
| Molise | ~40K | 0.82× |
| Aosta Valley | ~10K | 0.57× |
Top brand affinities of RaiPlay fans
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Amazon Prime Video | 4.54× | Movies & TV |
| Message in a Bottle (film) | 1.56× | Movies & TV |
| Il Messaggero | 1.61× | News |
| RAI | 1.86× | Movies & TV |
| Il Mattino | 1.76× | News |
| Mediaset | 2.16× | Technology & Electronics |
| Dagospia | 1.6× | News |
| Leggo | 1.55× | News |
| Rai 1 | 2.8× | Movies & TV |
| Rai 3 | 2.59× | Movies & TV |
| Rai News24 | 4.16× | Movies & TV |
| Rai 2 | 2.79× | Movies & TV |
| Canale 5 | 1.94× | Movies & TV |
| Wikipedia | 1.55× | Internet & Social Media |
| Sal da Vinci | 1.71× | Movies & TV |
| Massimo Ranieri | 1.89× | Movies & TV |
| Le Iene | 1.52× | Movies & TV |
| News broadcasting | 1.6× | Business & Career |
| Maxton Hall | 3.42× | Movies & TV |
| Milly Carlucci | 2.55× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Spirituality | BALANCE | 1.29 |
| Tradition | CONSERVATISM | 1.11 |
| Patriotism | CONSERVATISM | 1.09 |
| LGBTQ+ Identity | OPEN | 1.06 |
| Social Media Usage | JOY | 1.04 |
| Healthy Lifestyle | BALANCE | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 97.6% |
| Spain | 0.3% |
| Germany | 0.2% |
See RaiPlay audiences in other countries
More TV / music streaming audiences in Italy
- Spotify (16,061,539)
- Netflix (12,160,791)
- Amazon Prime Video (5,838,970)
- DAZN (4,350,052)
- Now TV (3,914,636)
Frequently asked questions
How many fans does RaiPlay have in Italy?
RaiPlay has an estimated audience of 9,767,709 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of RaiPlay fans?
51.8% of RaiPlay fans are female, 48.2% are male, with an average age of 41.7 years.
Which brands do RaiPlay fans like most?
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.
Where do RaiPlay fans live in Italy?
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.
What other brands do RaiPlay fans also like?
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.
How to read this data
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.
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.