Mediaset claims overall majority share of online viewing

Mediaset has claimed a majority share of all Italian online video viewing among broadcasters in 2022.

Citing Auditel data, Mediaset said it recorded a 50.3% share over the year, with over 7.5 billion views.

The group said that the total of all rival services – Rai, Sky, La7 and Warner Bros. Discovery – came to 49.7%.

Mediaset said that the total it is measuring – videos viewed – is the most relevant for advertisers.

Mediaset said it also led in hours viewed, recording just under 266 million hours’ worth of video viewed, compared with just over 227 million for closest rival pubcaster Rai. The group attributed its success to its integrated approach.

Auditel is the joint industry measurement body in Italy, in which Mediaset holds a 26.7% stake, with Rai holding 33%.