Is Catch-Up TV Catching on in Italy? - eMarketer
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Is Catch-Up TV Catching on in Italy?

Social commentary about top TV series increasingly happening outside the broadcast window

Linear broadcast TV remains the most common type of TV or video content viewed by internet users in Italy. In fact, this is true to a greater degree than in several other digitally advanced economies. But that may be changing.

According to a Nielsen study, which tracked Facebook and Twitter commentary about the 20 TV programs that generated the most discussion on those two platforms in February 2017, there could be more catch-up TV viewing going on in Italy than estimates suggest.

Nielsen found that nearly a third of the social media comments (32%) related to the top 20 programs during the study period were posted outside of its definition of “linear,” which is within three hours before or after initial transmission. That figure was up from an average of 25% a year earlier.

Share of TV-Related Social Media Activity in Italy Conducted During* vs. Not During Linear TV Programs, by Genre, Feb 2017 (% of total)

According to Nielsen’s analysis, delayed commentary about a linear broadcast is a sign of catch-up viewing.

However, tracking found that not all content was created equal when it came to social chatter—and ostensibly to catch-up viewing. Fictional TV series spurred the most social commentary outside of the linear broadcast window (57%), compared with rates of around 30% each for entertainment, reality TV, and talk and news programs.

—Cliff Annicelli

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