Short-Form Video Marketing Statistics in Italy (2026)

By 2026, Italians spend over 52 minutes daily on short-form videos, reflecting the growing influence of platforms like TikTok and Instagram Reels in daily life. The rise of local content creators, now numbering over 3.2 million, drives engagement and offers brands new marketing opportunities. The average engagement rate of 8.5% indicates strong viewer interaction, making short videos a vital component of digital marketing strategies in Italy.

With 78% of Italian brands leveraging short-form videos, marketing budgets are increasingly focused on video campaigns, with investments reaching €450 million. This growth signifies Italy’s shift towards dynamic, visual content to connect with younger audiences. As digital penetration deepens, video marketing is expected to become even more personalized and interactive, boosting overall brand visibility and consumer engagement.