A data profile of the people who buy, follow and care about Smart TV in Italy — modelled from more than twelve digital signal sources. Smart TV has an estimated audience of 6,974,317 people in Italy.
The average Smart TV fan in Italy is 45.8 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Home Appliances, Borsa Italiana, OLED, with strongest over-indexing on Home Appliances (1.55× the country average).
Demographically, the Smart TV audience skews more male with an average age of 45.8, and over-indexes on personality traits such as Need for Security, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Smart TV fan in Italy is more male, around 45.8 years old, with strong Need for Security tendencies and a notable affinity for Home Appliances.
The key figures that characterise the Smart TV profile in Italy.
41.5% are female, 58.5% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 41.5% |
| Male | 58.5% |
| Average age | 45.8 |
| Estimated audience size | 6,974,317 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 34% |
of the worldwide Smart TV audience comes from Italy.
| Country | Share |
|---|---|
| United States | 13.2% |
| Italy | 8.4% |
| Brazil | 5.7% |
Where the Smart TV audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Puglia | ~600K | 1.29× | |
| 02 | Lazio | ~1M | 1.24× | |
| 03 | Sicilia | ~700K | 1.20× | |
| 04 | Lombardy | ~1.5M | 1.18× | |
| 05 | Calabria | ~200K | 1.12× | |
| 06 | Campania | ~900K | 1.11× | |
| 07 | Sardinia | ~200K | 1.11× | |
| 08 | Abruzzo | ~200K | 1.07× | |
| 09 | Emilia-Romagna | ~600K | 1.04× | |
| 10 | Piedmont | ~500K | 1.01× | |
| 11 | Liguria | ~200K | 1.00× | |
| 12 | Tuscany | ~400K | 0.96× | |
| 13 | Marche | ~200K | 0.96× | |
| 14 | Veneto | ~500K | 0.95× | |
| 15 | Friuli-Venezia Giulia | ~100K | 0.94× | |
| 16 | Basilicata | ~60K | 0.93× | |
| 17 | Molise | ~30K | 0.89× | |
| 18 | Umbria | ~100K | 0.84× | |
| 19 | Trentino-Alto Adige/Südtirol | ~100K | 0.83× | |
| 20 | Aosta Valley | ~10K | 0.83× |
The strongest cross-interests of the Smart TV audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ultra-high-definition television | Movies & TV | 5.31× | ||
| 02 | OLED | Technology & Electronics | 4.42× | ||
| 03 | Condensing boiler | Home & Garden | 3.73× | ||
| 04 | Bathtub | Beauty & Wellness | 3.01× | ||
| 05 | Heat pump | Home & Garden | 2.91× | ||
| 06 | 4K resolution | Technology & Electronics | 2.76× | ||
| 07 | Clothes dryer | Home & Garden | 2.70× | ||
| 08 | Shower | Beauty & Wellness | 2.51× | ||
| 09 | Mattress | Home & Garden | 2.02× | ||
| 10 | Light-emitting diode | Technology & Electronics | 1.93× | ||
| 11 | HVAC | Home & Garden | 1.93× | ||
| 12 | Joint-stock company | Business & Career | 1.91× | ||
| 13 | Natural gas | Cars & Mobility | 1.90× | ||
| 14 | Used car | Cars & Mobility | 1.82× | ||
| 15 | Euronics | Shopping | 1.70× | ||
| 16 | Škoda Auto | Cars & Mobility | 1.66× | ||
| 17 | Leroy Merlin | Shopping | 1.62× | ||
| 18 | Home Appliances | Home & Garden | 1.55× | ||
| 19 | Borsa Italiana | Business & Career | 1.54× | ||
| 20 | Tire | Cars & Mobility | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.36× | |
| DIY Mentality | THRILL | 1.23× | |
| Quality Awareness | PREMIUM | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.59× | |
| Early Adopter Mentality | POWER | 0.61× | |
| Mindfulness | BALANCE | 0.62× |
Smart TV has an estimated audience of 6,974,317 people in Italy, concentrated in Lombardy and Lazio.
41.5% of Smart TV fans are female, 58.5% are male, with an average age of 45.8 years.
Smart TV fans show strongest brand affinity for Home Appliances (1.55×), Borsa Italiana (1.54×), and OLED (4.42×) over the country average.
Smart TV fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1M), and Campania (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Smart TV itself, the audience over-indexes on Borsa Italiana (1.54×), OLED (4.42×), Ultra-high-definition television (5.31×), and Shower (2.51×) 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 Smart TV. 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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