A data profile of the people who buy, follow and care about Sky in Italy — modelled from more than twelve digital signal sources. Sky has an estimated audience of 4,066,387 people in Italy.
The average Sky fan in Italy is 41.6 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Robert Redford, The Timberland Company, Wikipedia, with strongest over-indexing on Robert Redford (4.05× the country average).
Demographically, the Sky audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as Risk Appetite, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Sky fan in Italy is balanced, around 41.6 years old, with strong Risk Appetite tendencies and a notable affinity for Robert Redford.
The key figures that characterise the Sky profile in Italy.
47.0% are female, 53.0% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 47.0% |
| Male | 53.0% |
| Average age | 41.6 |
| Estimated audience size | 4,066,387 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 16% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 24% |
of the worldwide Sky audience comes from Italy.
| Country | Share |
|---|---|
| United States | 24.3% |
| Italy | 11.0% |
| United Kingdom | 10.7% |
Where the Sky audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~700K | 1.33× | |
| 02 | Lombardy | ~900K | 1.23× | |
| 03 | Emilia-Romagna | ~400K | 1.22× | |
| 04 | Tuscany | ~300K | 1.19× | |
| 05 | Piedmont | ~300K | 1.16× | |
| 06 | Liguria | ~100K | 1.14× | |
| 07 | Sicilia | ~400K | 1.09× | |
| 08 | Campania | ~500K | 1.08× | |
| 09 | Veneto | ~300K | 1.07× | |
| 10 | Marche | ~100K | 1.04× | |
| 11 | Puglia | ~300K | 1.01× | |
| 12 | Sardinia | ~100K | 0.99× | |
| 13 | Umbria | ~70K | 0.99× | |
| 14 | Calabria | ~100K | 0.98× | |
| 15 | Abruzzo | ~90K | 0.98× | |
| 16 | Friuli-Venezia Giulia | ~70K | 0.94× | |
| 17 | Trentino-Alto Adige/Südtirol | ~60K | 0.76× | |
| 18 | Basilicata | ~20K | 0.62× | |
| 19 | Molise | ~10K | 0.61× | |
| 20 | Aosta Valley | ~6K | 0.61× |
The strongest cross-interests of the Sky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Spaceflight | Travel & Leisure | 5.42× | ||
| 02 | The Timberland Company | Fashion & Accessoires | 5.30× | ||
| 03 | Microwave | Home & Garden | 4.22× | ||
| 04 | Robert Redford | Movies & TV | 4.05× | ||
| 05 | Dakota Johnson | Movies & TV | 3.58× | ||
| 06 | Zendaya | Movies & TV | 3.11× | ||
| 07 | Wikipedia | Internet & Social Media | 2.62× | ||
| 08 | Mediaset | Technology & Electronics | 2.37× | ||
| 09 | Stradivarius | Shopping | 2.25× | ||
| 10 | Satire | Literature | 2.24× | ||
| 11 | Singer-songwriter | Music & Radio | 2.15× | ||
| 12 | Borsa Italiana | Business & Career | 1.86× | ||
| 13 | Adriatic Sea | Travel & Leisure | 1.74× | ||
| 14 | EasyJet | Travel & Leisure | 1.73× | ||
| 15 | Genetics | Kids & Family | 1.70× | ||
| 16 | Art exhibition | Arts & Culture | 1.67× | ||
| 17 | Champagne | Food & Beverages | 1.60× | ||
| 18 | Internet & Social Media | 1.55× | |||
| 19 | Travel website | Travel & Leisure | 1.53× | ||
| 20 | Personal finance | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.23× | |
| Sustainability | BALANCE | 1.19× | |
| Urban Lifestyle | OPEN | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.72× | |
| Quality Awareness | PREMIUM | 0.81× | |
| Family Orientation | CONSERVATISM | 0.86× |
Sky has an estimated audience of 4,066,387 people in Italy, concentrated in Lombardy and Lazio.
47.0% of Sky fans are female, 53.0% are male, with an average age of 41.6 years.
Sky fans show strongest brand affinity for Robert Redford (4.05×), The Timberland Company (5.3×), and Wikipedia (2.62×) over the country average.
Sky fans in Italy are most concentrated in Lombardy (reach ~900K), Lazio (reach ~700K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Sky itself, the audience over-indexes on The Timberland Company (5.3×), Wikipedia (2.62×), Singer-songwriter (2.15×), and WhatsApp (1.55×) 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 Sky. 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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