Despite the increasing penetration of connected TVs and the rise of online content consumption, traditional television continues to be the predominant entertainment medium for Italians. According to Comscore's "2024 Year in Review: Setting the Stage for 2025", television reached 35 million Italians daily, the same number actively involved with online activities. Yet, the average time spent watching television was over double the time dedicated to online viewing: 4 hours and 19 minutes per day compared to 2 hours and 3 minutes. This resilience of Italian television is underscored by a slight increase of 1% in viewing duration, a trend not noted on an international scale.
The rise of digital media does show signs of growth, particularly among younger adults. Their screen time habits reveal significant generational differences. Individuals aged 18 to 34 spend more time online than watching television, with 59% of 18-24-year-olds and 52% of 25-34-year-olds favoring digital content. Conversely, older cohorts show the opposite trend, with those aged 35-44 dedicatins 55% of their media consumption to television and 75% for individuals over 45. The trends highlighted for 2024 indicate a slow, yet perceptible convergence of viewing habits as young adults report increasing their television viewing time by 3%.
The transition toward connected devices is notable, with Smart TVs now present in 63% of Italian households. These devices allow broader access to digital content, such as streaming platforms, gaming, and video on demand, all the way to sustaining ties with traditional television viewership. Comscore reports significant digital audience shares for major editorial groups: 8.1% for Sky, 4.1% for Mediaset, and 3.1% for Rai. This evolution could encourage broadcasters to develop business models aimed at streamcasting, innovatively adapting content according to platform preferences.
Simultaneously, 2024 saw the growth of online entertainment activities along with social networks, making up 40% of the time adults spend on the web. Among younger Italians aged 18-24, digital entertainment has even overtaken social media usage, accounting for 40% versus 32%. For those over 34 years, social networking remains the dominant online activity. The development of social platforms as entertainment venues becomes increasingly significant as Facebook, X (formerly Twitter), YouTube, and TikTok transition from mere networking tools to major entertainment sources. Video views across these platforms surged by 18%, whereas user interactions remained relatively stable with just 3% growth.
This shift has prompted broadcasters and publishers to ramp up their online presence, aiming to broaden audiences and amplify the visibility of their content. The result has been impressive: radio stations have increased their online listeners tenfold, and video entertainment platforms have reported five times more views on their sites and apps than the previous year. Another area of focus for 2024 has been the rising influence of generative artificial intelligence, particularly tools like ChatGPT, which have penetrated 10% of the Italian population's daily language use, mainly among young adults. The adoption rate is high among those aged 18-24, reaching 37%, signaling familiarity with innovative digital tools and the willingness to experiment with new forms of interaction.
This interest is part of larger transformations within the technological and digital sector as people become increasingly engaged with various AI applications, from advanced virtual assistants to automation software. Cryptocurrency continues to spark interest, albeit with fluctuative engagement patterns, highlighting the evolution within Italy's digital user behavior. Even with overall continued online growth, signs of stabilization are beginning to emerge. The gradual reduction of the generational digital divide indicates using digital technology is no longer exclusive to younger age groups, encompassing older generations progressively.
These trends point toward converging media consumption habits and greater integration of AI technologies across daily tasks, with ramifications extending to various fields, from education and employment to the management of digital services and content. Overall, the Italian media consumption patterns for 2024 present not just numbers but reflections of societal changes and adaptations as people navigate this mixed media environment.