RaiPlay: driving RAI’s digital success
The streaming platform of Italy’s public broadcaster RAI, RaiPlay, has shown remarkable growth over the past year, cementing its position as a major free player in Italy’s digital media landscape.
With an 18% increase in unique users in 2023, the service now averages 11.1 million monthly users, a testament to its broad appeal and strong performance. This surge in users is in line with a broader trend for RAI, whose digital platforms saw a 37% year-over-year increase in active monthly users, connecting to RAI’s online services, including RaiPlay, which captured 44% of Italy’s on-demand market.
RaiPlay’s content library is diverse, offering Italian TV series, movies, documentaries, and live streams of RAI‘s broadcast channels. Fiction is the most popular genre on the platform, accounting for 50% of on-demand views. The streaming service is available free of charge, offering global accessibility across multiple devices, including computers, smartphones, and smart TVs. Its success in fiction aligns with broader trends in Italy, where serialized dramas have long captivated audiences, blending local culture with universal narratives.
Financial success and digital strategy
2023 financial performance reflects its commitment to digital growth and content investment. The company posted a balanced net profit despite challenges such as reduced revenue from major sporting events and continued advertising restrictions. Advertising revenue grew by over €22 million, with a significant 31.6% surge in web-related advertising, largely attributed to RaiPlay’s growing user base.
The company has also maintained its dominance in Italy’s prime-time TV market with a 37.8% share, thanks in part to RaiPlay’s supplementary digital content. Rai 1, the broadcaster’s flagship channel, leads in both 24-hour and prime-time viewership, even ranking second among European channels after BBC One.
Moreover, RaiPlay’s average viewing time of 2 hours and 29 minutes per user showcases a deep engagement with the content, making it one of the most successful public broadcaster streaming services in Europe. As Rai continues to invest in digital transformation and optimize content delivery, RaiPlay is poised to further solidify its position as a leader in both Italian and international streaming markets.
