In 2026, Italy's average video engagement rate stands at 8.7%, reflecting steady growth in consumer interest in digital content. Mobile devices dominate consumption, accounting for 72% of video views, underscoring the importance of mobile-first marketing strategies. The average watch time of 2 minutes 15 seconds indicates highly engaged audiences that brands can leverage for targeted campaigns.
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Italian brands are increasing their video marketing budgets, with €1.8 billion spent in 2026. The annual growth rate of 15% in content creation demonstrates the country's expanding digital marketing ecosystem, driven by rising consumer demand and technological adoption.
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