A data profile of the people who buy, follow and care about YouTube in Italy — modelled from more than twelve digital signal sources. YouTube has an estimated audience of 27,281,481 people in Italy.
The average YouTube fan in Italy is 42.9 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Home business, Gaming computer, Underground hip hop, with strongest over-indexing on Home business (1.53× the country average).
Demographically, the YouTube audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Social Media Usage, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical YouTube fan in Italy is balanced, around 42.9 years old, with strong Social Media Usage tendencies and a notable affinity for Home business.
The key figures that characterise the YouTube profile in Italy.
48.4% are female, 51.6% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 48.4% |
| Male | 51.6% |
| Average age | 42.9 |
| Estimated audience size | 27,281,481 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide YouTube audience comes from Italy.
| Country | Share |
|---|---|
| China | 9.5% |
| United States | 4.9% |
| India | 1.4% |
Where the YouTube audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Campania | ~4M | 1.26× | |
| 02 | Lazio | ~4M | 1.17× | |
| 03 | Sicilia | ~3M | 1.16× | |
| 04 | Tuscany | ~2M | 1.10× | |
| 05 | Calabria | ~900K | 1.10× | |
| 06 | Puglia | ~2M | 1.08× | |
| 07 | Lombardy | ~5M | 1.06× | |
| 08 | Emilia-Romagna | ~2.5M | 1.05× | |
| 09 | Veneto | ~2M | 1.04× | |
| 10 | Marche | ~700K | 1.03× | |
| 11 | Piedmont | ~2M | 1.02× | |
| 12 | Abruzzo | ~600K | 1.01× | |
| 13 | Liguria | ~800K | 1.00× | |
| 14 | Trentino-Alto Adige/Südtirol | ~500K | 0.95× | |
| 15 | Friuli-Venezia Giulia | ~500K | 0.94× | |
| 16 | Sardinia | ~700K | 0.93× | |
| 17 | Umbria | ~400K | 0.93× | |
| 18 | Basilicata | ~200K | 0.86× | |
| 19 | Molise | ~100K | 0.74× | |
| 20 | Aosta Valley | ~40K | 0.56× |
The strongest cross-interests of the YouTube audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bhojpuri language | Politics & Society | 1.76× | ||
| 02 | Tagged | Internet & Social Media | 1.74× | ||
| 03 | Supercell (band) | Games | 1.70× | ||
| 04 | Dodge Challenger | Cars & Mobility | 1.68× | ||
| 05 | Indo-Aryan languages | Politics & Society | 1.68× | ||
| 06 | Livestream | Technology & Electronics | 1.65× | ||
| 07 | Pakistan national cricket team | Sports | 1.64× | ||
| 08 | Itachi Uchiha | Literature | 1.63× | ||
| 09 | Pakistan Zindabad | Politics & Society | 1.63× | ||
| 10 | My Hero Academia | Literature | 1.61× | ||
| 11 | Drake | Music & Radio | 1.58× | ||
| 12 | Post-production | Movies & TV | 1.58× | ||
| 13 | Gaming computer | Technology & Electronics | 1.55× | ||
| 14 | Sasuke Uchiha | Literature | 1.55× | ||
| 15 | Crunchyroll | Games | 1.54× | ||
| 16 | Home business | Business & Career | 1.53× | ||
| 17 | Video editing software | Technology & Electronics | 1.52× | ||
| 18 | PC Gamer | Games | 1.52× | ||
| 19 | Underground hip hop | Music & Radio | 1.51× | ||
| 20 | Webtoon | Internet & Social Media | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.03× | |
| Pet Ownership | JOY | 0.96× | |
| Need for Security | CONSERVATISM | 0.93× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.78× | |
| Indulgence | JOY | 0.80× | |
| Design Affinity | PREMIUM | 0.80× |
YouTube has an estimated audience of 27,281,481 people in Italy, concentrated in Lombardy and Lazio.
48.4% of YouTube fans are female, 51.6% are male, with an average age of 42.9 years.
YouTube fans show strongest brand affinity for Home business (1.53×), Gaming computer (1.55×), and Underground hip hop (1.51×) over the country average.
YouTube fans in Italy are most concentrated in Lombardy (reach ~5M), Lazio (reach ~4M), and Campania (reach ~4M). These three regions account for the largest share of the active audience.
Beyond YouTube itself, the audience over-indexes on Gaming computer (1.55×), Underground hip hop (1.51×), Crunchyroll (1.54×), and My Hero Academia (1.61×) 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 YouTube. 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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