European Broadcasters Have Lost 21 Points of Market Share in Italy and France Since 2020

Research by consultancy eMedia for Il Sole 24 Ore shows Italian broadcasters' market share fell from 78% to 57% between 2020 and 2025, a drop mirrored in France, with Germany and the UK down 16 and 14 points respectively. eMedia attributes global platforms' upper hand to distribution, user data and targeted ad monetisation, and frames European consolidation — including potential merger activity around M6, Sky-ITV and MFE's expansion — as the response.