CTV Ad Spending Statistics in Italy (2026)

Italy's digital advertising landscape in 2026 continues to expand rapidly, with CTV ad spending reaching approximately EUR 2.3 billion. This growth reflects increasing consumer engagement with connected TVs and the shift from traditional TV advertising. Digital ad market share has risen to 68%, emphasizing the dominance of digital channels in the marketing mix. The rise in connected TV users, now estimated at 18 million, supports this trend, offering advertisers new opportunities for targeted outreach.

Average annual digital ad expenditure per Italian consumer has grown to EUR 130, indicating higher consumer engagement and effective targeting strategies. The annual growth rate of 15% in CTV ad spend highlights the sector's expanding influence. As more brands prioritize digital channels, especially CTV, Italy's advertising ecosystem is transforming, making digital advertising a central component of marketing strategies across various industries.