意大利社交媒體應(yīng)用市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

DIGITAL

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TRENDSSocialmediausageinItalyCHAPTER

01OverviewNumberofinternetandsocialmediausersinItalyasofJanuary2023(inmillions)Italy:digitalpopulationJanuary2023605040302010050.7843.9ActiveinternetusersActivesocialmediausers4Description:AsofJanuary2023,Italyhadnearly51millioninternetusers,representingover86percentofthecountry'stotalpopulation.SocialmediausersinItalyamountedtoapproximately44millionor74.5percentofthepopulation.

ReadmoreNote(s):Italy;January2023Source(s):DataReportal;Meltwater;WeAreSocialNumberofdigitalmediausersinItalyfrom2017to2027,bysegment(inmillions)DigitalmediausersinItaly2017-2027,bysegmentVideo-on-DemandVideoGamesePublishingDigitalMusic403530252015105201720182019202020212022202320242025202620275Description:Thenumberofusersisforecasttoexperiencesignificantgrowthinallsegmentsin2027.However,itisevidentthatthegrowthofallfoursegmentsdeceleratesduringthelaterstagesoftheforecastperiod.Specifically,thesegmentePublishingshowsthesmallestincreaseat2027,withavalueof0.1millionusers.ReadmoreNote(s):Italy;2017to2027Source(s):DigitalMarketInsightsMonthlytimespentperuserinItalyonleadingwebsitecategoriesinMarch2023(inhours.minutes)TimespentmonthlyonleadingwebsitecategoriesinItaly2023Timespentonlineinhours.minutes20

300104050607080AllcategoriesMembercommunitiesInstantmessagingVideos/moviesE-mailsSearchSoftwaremanufacturesMassmerchandiserInternettools/webservicesMaps/TravelinfoGeneralinterestportalsandcommunitiesCurrenteventsandglobalnewsCorporateinformation6Description:InMarch2023,Italianusersspentover21hourspermonthonmembercommunitieslikesocialnetworks,andmorethan11chattingoninstantmessagingapplications.Videosandmovieconsumptionwasoversixhoursperuserpermonth,whilethetimespentsendingandreceivinge-mailcommunicationswasaroundfourhoursand10minutesperuser,ReadmoreNote(s):Italy;March2023;2-74years*;*TotaldigitalaudienceandPCdata.18-74yearsformobileusersofsmartphones18to74years.2.1=2hours,10minutes;2.01=2hours,1minute

ReadmoreSource(s):Audiweb;Nielsen;PrimaOnlineMostusedsmartphoneappsbytypeinItalyasofJune2023MostusedsmartphoneappsbytypeinItaly2023Shareofrespondents0%10%20%30%40%50%60%70%MessengerappsE-mailservices68%66%SocialmediaappsInternetbrowserWeatherapps62%56%56%Shoppingapps51%Games48%Calendar46%Musicservices39%Newsservices35%TrafficnavigationappsCamera/photoeditingappsVideoservices30%28%27%7Description:"Messengerapps"and"E-mailservices"arethetoptwoanswersamongItalianconsumersinoursurveyonthesubjectof"Mostusedsmartphoneappsbytype".

ReadmoreNote(s):Italy;July2022toJune2023;1913respondents;18-64years;respondentswhouseasmartphone(Marketing&socialmedia,Services&eServices)Source(s):ConsumerInsightsNumberofsocialmediausersinItalyfrom2019to2028(inmillions)SocialmediausersinItaly2019-20285046.8947.146.5646.0745.3744.424540353025201510543.1841.5939.6237.26020192020202120222023*2024*2025*2026*2027*2028*8Description:ThenumberofsocialmediausersinItalywasforecasttocontinuouslyincreasebetween2024and2028byintotal2.7millionusers(+6.08percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach47.1millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Italy;2019to2028;*Forecast.Theindicatorshowstheestimatednumberofpeopleintheselectedregionthatusesocialmediasitesandapplicationsregularly(atleastonceamonth).Thedataisbasedonsurveysaswellasuser[...]

ReadmoreSource(s):SocialnetworkuserpenetrationinItalyfrom2019to2028Italysocialmediauserpenetration2019-202890%79.31%78.73%77.96%76.93%80%70%60%50%40%30%20%10%0%75.59%73.86%71.65%68.89%65.53%61.53%20192020202120222023202420252026202720289Description:ThesocialmediapenetrationrateinItalywasforecasttocontinuouslyincreasebetween2024and2028byintotal5.5(+7.45percent).Aftertheninthconsecutiveincreasingyear,thepenetrationrateisestimatedtoreach79.31andthereforeanewpeakin2028.Notably,thesocialmediapenetrationrateofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Italy;2019to2028;*ForecastIndividualswhouseasocialnetworkviaanydeviceatleastoncepermonth.ReadmoreSource(s):CHAPTER

02BenchmarksMostpopularsocialmediaplatformsinItalyasof3rdquarter2022,byusagereachLeadingsocialnetworksinItaly2022,byreachShareofrespondents0%10%20%30%40%50%60%70%80%90%100%WhatsAppFacebookInstagramFacebookMessengerTelegramTikTok89.1%77.5%72.9%50.6%46.5%37.5%PinterestTwitterLinkedIn26.8%26.4%25.9%Skype18%IMessageSnapchatDiscord13.7%9%7.4%Reddit6.8%Tumblr4.7%11Description:Inthethirdquarterof2022,WhatsAppwastheleadingsocialmediainItalywithmorethan89.1percentofItalianonlineusersaccessingtheinstantmessagingserviceonamonthlybasis.ThemostpopularsocialmediaplatformwasFacebook,with77.5percentofsurveyedItalianinternetusersreportingtohaveusedtheplatform.Additionally,FacebookMessengerwasusedby50.6percentofrespondents.

ReadmoreNote(s):Italy;Q32022;16to64years;self-reporteduseinthepastmonthSource(s):DataReportal;GWI;Meltwater;WeAreSocialLeadingsocialmediaandmessagingappsplatformsinItalyasof2022MostusedsocialmediaandmessaginginItaly2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%YouTubeFacebookInstagramTripadvisorLinkedInTwitter92%88%79%59%49%48%PinterestTikTok47%40%Twitch24%Reddit16%Tinder12%OnlyFansPatreonClubhouse9%7%7%12Description:AccordingtoasurveyofsocialmediausersinItaly,YouTubewasthemostusedsocialmediaplatformasof2022,withwith92percentofrespondentsreportingusingtheplatform.FacebookfollowedwithapproximatelyeightinninerespondentsreportingengagingwiththeMeta-ownedplatform.Instagramrankedthird,witheightin10respondentsreportingtousethephotoandvideosharingsocialmediaasof2022.ReadmoreNote(s):Italy;2022;1,003respondents;15-64yearsSource(s):Blogmeter;InsideMarketingLeadingsocialmediawebsitesinItalyinDecember2022,basedonshareofvisitsMarketshareofleadingsocialmediawebsitesinItaly2022Webvisitshare40%0%10%20%30%50%60%70%80%FacebookInstagramTwitter70.87%18.94%3.64%3.57%PinterestYouTubeLinkedInreddit1.48%0.47%0.46%0.45%TumblrOther

0.01%13Description:MarketleaderFacebookaccountedforover70percentofallsocialmediasitevisitsinItalyinDecember2022.Overall,Instagramrankedsecondwithalmost19percentofallsocialmediasitevisitsinItaly,whileTwitterfollowedwith3.64percentofallvisitsinDecember2022.ReadmoreNote(s):Italy;December2022;includesdesktop,mobile,tablet,andconsoleuseSource(s):StatCounterLeadingmessagingplatformsandmobilechatappsinItalyasofJune2022MostusedmobilemessagingandchatplatformsinItaly2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%97%110%WhatsAppTelegramSnapchatDiscord63%20%19%14Description:AccordingtoasurveyofsocialmediausersinItaly,WhatsAppwasthemostusedmessengerandchatappasof2022,withvirtuallyallrespondentsreportingengagingwiththeMeta-ownedapp.Telegramfollowed,withalmostsevenin10respondentsreportingusingtheinstantmessagingplatformtocommunicate.VideoandvoicecallingplatformDiscordwasusedbyapproximately20percentofItalianusersasoftheexaminedperiod.ReadmoreNote(s):2022;1,003respondents;15-64yearsSource(s):Blogmeter;InsideMarketingPreferredsocialmediaandmessagingappstoreadnewsinItalyasofFebruary2023TopsocialmediafornewsinItaly202350%44%45%40%35%30%25%20%15%10%5%27%20%19%9%8%0%FacebookWhatsAppInstagramYouTubeTelegramTikTok15Description:ThepreferredsocialmediaandmessagingservicetoreadnewsinItalyin2023wasFacebook,accordingtoasurveyheldearlythatyear.Atotalof44percentusedFacebookfornews,comparedtojust19percentusingYouTube.

ReadmoreNote(s):Italy;JanuarytoFebruary2023;2,106respondents;18yearsandolderSource(s):ReutersInstitutefortheStudyofJournalism;YouGovReachofleadingsocialmediaappsamongGenerationZusersinItalyinApril2023Italy:socialappsusageamongGenZ2023Appreach40%0%10%20%30%50%60%70%80%YouTubeInstagramTikTok74%61%58%FacebookPinterestTwitch36%25%18%BeReal15%15%SnapchatTwitter13%LinkedInReddit5%4%16Description:InApril2023,YouTubewasthemostusedsocialmediaappamongGenerationZusersinItaly.Incomparison,Instagramhadareachofaround60percentamongItalianusersagedbetween18and24years,whilesocialvideoappTikTokhadareachof58percentamongItalianusersofthesamedemographics.SocialphotoappBeRealhadareachof15percent,whileRedditwasusedonlybyfourpercentofItalianyoungusers.

ReadmoreNote(s):Italy;April2023;usersagedbetween18and24yearsSource(s):comScoreCHAPTER

03UsageMostcommonsocialmediaactivitiesinItalyasofJune2023MostcommonsocialmediaactivitiesinItaly2023Shareofrespondents0%10%20%30%40%50%60%LikedpostsbyotherusersSentprivatemessages61%60%Postedpictures/videosCommentedonposts50%44%Followedpeople41%SharedpostsbyotherusersLikedcompanyposts30%27%Postedtexts/statusupdatesFollowedcompanies21%18%Sharedcompanyposts10%9%IhaveonlyusedsocialmediapassivelyIhaven'tusedsocialmedia5%18Description:"Likedpostsbyotherusers"and"Sentprivatemessages"arethetoptwoanswersamongItalianconsumersinoursurveyonthesubjectof"Mostcommonsocialmediaactivities".

ReadmoreNote(s):Italy;July2022toJune2023;12196respondents;18-64yearsSource(s):ConsumerInsightsMostpopularreasonsforinternetusersinItalytousesocialmediaasof3rdquarter2022LeadingsocialmediausagereasonsinItaly2022Shareofrespondents15%

20%0%5%10%25%30%35%40%45%50%55%ReadingnewsstoriesFillingsparetimeKeepingintouchwithfriendsandfamilyFindinginspirationforthingstodoandbuyFindingcontent(e.g.video)48%46.8%46.1%29.8%28.3%FindingproductstopurchasePostingaboutyourlife20.8%20%Findinglike-mindedcommunitiesSeeingwhat'sbeingtalkedaboutSharinganddiscussingopinionsAvoidingmissingout(FOMO)Whatchinglivestreams19.9%19.9%18.8%18.6%16.5%16.5%16%14.9%FollowingcelebritiesorinfluencersSeeingcontentfrombrandsWhatchingorfollowingsports19Description:Accordingtoasurveyconductedinthethirdquarterof2022amonginternetusersinItaly,almosthalfofrespondentsusesocialmediaforreadingnewsstories.FillingsparetimewasthesecondmostcommonreasonforusersinItalytoengagewithsocialmediaplatforms,with47percentofrespondentsreportingdoingsoforthisparticularreason.Additionally,justover46percentofrespondentsreportedusingsocialmediaplatformstokeepintouchwithfriendsandfamily.

ReadmoreNote(s):Italy;Q32022;16to64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialMaintypesofsocialmediaaccountsfollowedbyinternetusersinItalyasof3rdquarter2022Italy:typesofsocialmediaaccountsfollowed2022Shareofrespondents20%0%10%30%40%50%60%Friends,familyandpeopleyouknowBands,singers,ormusiciansActors,comedians,orotherperformersRestaurants,chefsandfoodiesEntertainment,memes,orparodyaccountsTVshowsorchannels50.4%33.3%30.2%26.4%24.7%24.2%23.2%22.4%20.6%20.1%BrandsyoupurchaseInfluencersorotherexpertsSportspeopleandteamsBrandsyou'reconsideringpurchasingJournalistsornewscompaniesContactsrelevanttowork18%16.4%15.9%15.2%15.1%MagazinesorpublicationsyoureadBeautyexpertsEventsyou'reattending20Description:Asofthethirdquarterof2022,overhalfofsocialmediausersinItalyfollowedclosercontactslikefriends,family,andpeopletheyknew.Bands,singers,ormusicianswerethesecondmostfollowedtypeofsocialmediaaccountsinthecountrywithapproximately33percentofinternetusersinItalyreportingdoingso.Restaurant,chefs,andfoodiesaccountswerefollowedbyroughly26percentofsocialmediausersduringtheexaminedperiod.

ReadmoreNote(s):Spain;Q32022;14-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialMostusedsocialmedia,mobileapps,andonlineplatformsforinternetusersinItalyin2022,byagegroupLeadingsocialmedia,apps,andonlineplatformsinItaly2022,byagegroupShareofinternetusersYoungusers(14-29years)

Allinternetusers50%0%10%20%30%40%60%70%80%90%100%93.4%WhatsAppYouTubeFacebook83.6%83.3%65.7%64.7%51.4%49.4%80.9%Instagram54.3%AmazonTikTokTelegram49.3%54.5%27.8%37.2%27%23.6%21.7%20.6%51.8%Spotify31.6%VideoconferencingplatformsVideogamingplatformsSecond-handplatformseBay38.7%22.6%20.2%17.9%17.5%21Description:In2022,WhatsAppwasthemostusedsocialmediaandcommunicationappamongallinternetusersinItaly,withalmost84percentofrespondentsreportingengagingwiththeplatform.Usersagedbetween14and29presentedahigherusageratethantheaveragecountry'sdigitalpopulationinallexaminedplatforms,socialmedia,andmobileapps.WhatsAppandYouTubewerethemostpopularplatformsfordigitalusersagedbetween14and29,whilesocialaudioplatformClubhousewas[...]

ReadmoreNote(s):Italy;2022Source(s):CentroStudiInvestimentiSocialiMostpopularsocialmediaplatformsforshoppinginItalyin2ndquarter2023,bygenerationLeadingsocialnetworksforshoppinginItaly2023,bygenerationFacebookInstagramTikTokYouTube80%70%60%50%40%30%20%10%0%71%59%51%50%50%44%42%40%37%32%29%27%23%21%19%8%GenZ(18-26)Millennials(27-42)GenX(43-58)BabyBoomers(59-77)22Description:Inthesecondquarter2023,FacebookwasthetopsocialnetworkforonlineshoppingamongGenXandBabyBoomers,usedby50and51percentofrespondents,respectively.Ontheotherhand,GenZandmillennialrespondentsdisplayedagreaterinclinationtowardpurchasingproductsonInstagram.ReadmoreNote(s):Italy;Q22023;1,000respondentsSource(s):Klarna;NepaShareofshoppersinspiredbysocialmediatotrynewbeautytrendsinItalyin2022,bygenerationShareofbeautyshoppersinspiredbysocialmediainItaly2022,bygeneration70%66%60%50%40%30%20%10%0%46%28%5%GenZ(18-24years)Millennials(25-40years)GenX(41-56years)BabyBoomer(57-75years)23Description:Asurveyfrom2022revealedthattwo-thirdsofItalianGenZconsumersusedsocialmediaasasourceofinspirationtodiscovernewbeautytrends.Inturn,onlyfivepercentofBabyBoomerconsumersdidthesame.Lastly,46percentofmillennialstriednewtrendsthankstosocialmedialikeTikTok,Instagram,orYouTube.ReadmoreNote(s):Italy;February2022Source(s):Dynata;KlarnaCHAPTER

04SocialmediaplatformsDistributionofFacebookusersinItalyasofApril2023,byagegroupItalyFacebookusers2023,byagegroup25%20.5%20%18%17.8%17.1%15%10%5%13.6%10.5%2.6%0%13-1718-2425-3435-4445-5455-6465+25Description:InApril2023inItaly,Facebookwasmostpopularamongstusersaged25to34years,accountingfor20.5percentofthecountry'saudience.Overall,18percentofFacebookusersinItalywereaged45to64years,andjustover17percentbelongedtothe35to44yearagegroup.Inaddition,usersundertheageof17madeup2.6percentofFacebookusers,andoneintenuserswereover65years.

ReadmoreNote(s):Italy;April2023Source(s):NapoleonCatDistributionofFacebookusersinItalyasofApril2023,bygenderItalyFacebookusers2023,bygender60%51.1%48.9%50%40%30%20%10%0%WomenMen26Description:InApril2023,slightlymorewomenthanwomenusedFacebookinItaly.Overall,51.1percentofFacebookusersinthecountrywerewomen.InstagramwasthethirdmostpopularsocialmediaplatforminItalyin2021afterYouTubeandFacebook,respectively.ReadmoreNote(s):Italy;April2023Source(s):NapoleonCatDistributionofInstagramusersinItalyasofApril2023,byagegroupItalyInstagramusers2023,byagegroup30%25%20%15%10%5%23.9%23.3%17%16.1%10.4%55-645.5%65+3.7%0%13-1718-2425-3435-4445-5427Description:InApril2023inItaly,almostonequarterofallInstagramuserswereaged25to34years,makingtheappmostpopularwiththisagegroup.Overall,almost23.9percentofusersinItalywereaged18to24years.Additionally,Instagramwasnotsopopularamongstsocialmediausersintheagedunder17yearsandover55yearsinthecountry.ReadmoreNote(s):Italy;April2023;13yearsandolderSource(s):NapoleonCatDistributionofInstagramusersinItalyasofApril2023,bygenderItalyInstagramusers2023,bygender60%52.9%50%40%30%20%10%0%47.1%WomenMen28Description:InApril2023,Meta'sInstagramhadover31millionusersinItaly.Overall,52.9percentofuserswerewomen.Thepopularsocialmediaplatformfindsitslargestaudienceamong25to34yearolds.

ReadmoreNote(s):Italy;April2023;13yearsandolderSource(s):NapoleonCatForecastofthenumberofWhatsappusersinItalyfrom2017to2025(inmillions)WhatsappusersinItaly2017-2025403537.337.4137.3437.1536.936.1233.3130.183025201510526.85020172018201920202021202220232024202529Description:In2021,WhatsApp'suserbaseinItalyamountstoapproximately36.90millionusers.ThenumberofWhatsAppusersinItalyisprojectedtoreach37.15millionusersby2025.Userfigureshavebeenestimatedbytakingintoaccountcompanyfilingsorpressmaterial,secondaryresearch,appdownloadsandtrafficdata.Theyrefertotheaveragemonthlyactiveusersovertheperiod.

ReadmoreNote(s):Italy;2017-2019;Allvaluesareestimates.Source(s):CHAPTER

05SocialvideoplatformsMostpopularvideocontenttypeforinternetusersinItalyduring3rdquarter2022,byweeklyusagereachItalyleadingvideocontenttypeQ32022,byusagereachShareofinternetusers30%

40%0%10%20%50%60%70%80%90%91.1%100%AnykindofvideoMusicvideo45.1%Comedy,meme,orviralvideoTutorialorhow-tovideoVideolivestream34.9%37.2%22%Educationalvideo16%ProductreviewvideoSportscliporhighlightsvideoGamingvideo24.2%16.8%13.3%16.7%Influencervideosandvlogs31Description:Duringthethirdquarterof2022,onlinevideosrecordedanaudiencereachofover91percentamonginternetusersinItaly.Musicvideosrecordedthehighestcategoryreach,with45percentofrespondinginternetusersreportingwatchingthistypeofvideoonlineeachweek.Almostfourin10usersinItalywatchedvideotutorialsandhow-tovideocontentweeklyduringthethirdquarterof2022.ReadmoreNote(s):Italy;Q32022;16-64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofinternetusersinItalywhohaveengagedwithselectedsocialmediaplatformsasofMay2022LeadingsocialmediaplatformsforonlineusersinItaly2022100%88%90%80%70%60%50%40%30%20%10%0%68%54%20%YouTubeMetaTikTokSnapchat32Description:Between2020andMay2022,almostnineintenonlineusersinItalyreportedengagingwiththevideoplatformYouTube.Meta-ownedsocialplatformsfollowed,with68percentofItalianusersreportingengagingwithFacebook,Instagram,andWhatsAppintheexaminedperiod.TikTokonlyfeaturedinthethirdposition,withroughlyhalfofrespondentsreportingtohaveusedthepopularshort-formvideoplatformintheexaminedperiod.ReadmoreNote(s):Italy;May2022;inthepast3yearsSource(s):ChannelFactory;engage.itReachofleadingonlineaudioandvideoplatformsamonginternetusersinItalyasofJanuary2022ReachofleadingvideoandaudioplatformsinItaly2022100%90%80%70%60%50%40%30%20%10%0%95%31%29%24%21%YouTubeSpotifyMediasetInfinitySitesNetflixInc.RaiPlay33Description:AsofJanuary2022,YouTubewasthemostusedmediaplatforminItaly,withareachofapproximately95percent.Spotifyrankedsecond,withareachofapproximately31percentamongthedigitalpopulationinItaly.Netflixreportedareachofaround25percent,whilewebsitesoperatedbyMediasetInfinityrankedthird,withadigitalreachofalmost30percentasofthebeginningof2022.ReadmoreNote(s):Italy;January2022Source(s):comScoreSocialnetworkwebvisitshareheldbyYouTubeinItalyfromJanuary2018toJuly2023YouTubemonthlywebvisitshareinItaly2018-202325%20%15%10%5%0%Jan

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2334Description:BetweenJanuary2018July2023thewebvisitshareofYouTubeinItalyhasfluctuated.Inparticular,thehighestvaluewasregisteredinFebruary2022with22.3percentofallsocialnetworks'visits.AsofJuly2023,around1.29percentofsocialnetworkingplatforms'visitsfromusersinItalywereofYouTube.ReadmoreNote(s):Italy;January2018toJuly2023Source(s):StatCounterTopYouTubesearchqueriesinItalyin2022(indexvalue)LeadingYouTubesearchqueriesinItaly2022Indexrating020406080100120CanzoniCanzoneMusica1007549Lyon4241MeControTeFilmCompleannoASMR3232KaraokeTikTok2727MinecraftMilan25242322NapoliInter35Description:In2022,musicandsongswerethemostsearchedonYouTubebyusersinItaly,withtheterm"canzoni"beingindexedat100.Nextintherankingwasthegenericterm"musica,"withanindexof49.Children'sentertainmentduo"MeControTe"wasalsowellsearchedontheplatform,reachinganindexvalueof41.ReadmoreNote(s):Italy;2022Source(s):DataReportal;Google;Meltwater;WeAreSocialLeadingItalianTikTokcreatorsasofDecember2022,bynumberoffollowers(inmillions)LeadingItalianTikTokcreators2022,bynumberoffollowers180152.816014012010080604028.222.721.420.219.517.917.113.11320036Description:LaunchedinChinaasofSeptember2016,TikTokbecameoneoftheworld'sleadingvideo-sharingsocialnetworkingplatformsavailableinthemarket.Thisextremelypopularappenablesuserstocreateandwatchshortmusicclips,aswellastoaddpersonalizedspecialeffectstothevideosuploaded.AsofDecember2022,theleadingTikTokerinItalywascomedianandinternetpersonalityKhabyLamewith152.8millionfollowers.ComedianArnaldoManginirankedsecond,with28.2million[...]

ReadmoreNote(s):Italy;asofDecember2022Source(s):Inflead;WebbohLeadingItalian-languageTikTokcreatorsworldwideasofSeptember2022,byfollowers(inmillions)Most-followedItalian-languageTikTokcreatorsworldwide2022Numberoffollowersinmillions0123456789rafael.nistorlucianospinelliornellazocco26kessyemelyer.gennaro8.447.636.586.36.065.995.79simoneberlinimajnomarcocellucciflorin5.335.31fedez5.25.2virginiamontemaggigtcreationslimelauraegiulia_4.694.6737Description:InSeptember2022,foodinfluencerRafaelNistorwerecounting8.44millionTikTokfollowersworldwide,rankingfirstamongItalian-languagecreatorsonthesocialvideoplatform.SocialmediapersonalityLucianoSpinellirankedsecondwith7.63millionfollowersontheplatform.ReadmoreNote(s):Worldwide;September2022Source(s):influDatabyweCreateMostpopularItalian-languageTwitchstreamersasofAugust2023,byfollowersLeadingTwitchstreamersinItalian2023,byfollowersNumberoffollowers1,000,0000500,0001,500,0002,000,0001,945,0852,500,000POW3RilMasseo1,722,7681,711,659ZanoXVIITheRealMarzaaTumblurr1,270,7141,187,6771,029,668938,172Xiuder_MatteoHSGrenBaudLyonWGFLiveHomyatol932,275918,982804,49338Description:AsofAugust2023,POW3Rwasthemost-followedItalian-languagestreameronTwitch.Thestreamerrecordedroughly1.95millionfollowers.ilMasseoandZanoXVIIfollowedinsecondandthirdplacewith1.72millionand1.71millionfollowersrespectively.ReadmoreNote(s):Italy;August2023Source(s):TwitchmetricsMostpopularItalian-languageTwitchstreamersasofAugust2023,bytotalviewershiphoursLeadingTwitchstreamersinItalian2023,byviewershiphoursViewshiphours2,000,0000500,0001,000,0001,500,0001,279,6932,500,0003,000,0003,500,0004,000,0004,500,000Tumblurrmira4,015,047Freneh548,288TheRealMarzaaDarioMocciaTwitchAttrix526,377480,769446,268tvplay_calciomercatoitMoonryde380,663321,863314,444313,890pizfnZanoXVII39Description:TumblurrwasthemostpopularItalian-languageTwitchchannelasofAugust2023,withover4millionviewershiphoursinthepastmonth.Twitchstreamermirarankedsecondwithover1.2millionhours,followedbyFreneh,whohadroughly548thousandviewershiphours.ReadmoreNote(s):Italy;August2023;totalviewershiphours(hourslivexaverageviewers)inthelast30daysSource(s):TwitchmetricsCHAPTER

06Spotlight:SocialmediaadvertisingSocialmediaadvertisingspendinginselectedcountriesinEuropein2022(inmillionU.S.dollars)DigitalMarketOutlook:socialmediaadvertisingspendinginEuropeancountries2022SpendinginmillionU.S.dollars6,000

8,00002,0004,00010,00012,00014,000UnitedKingdomGermanyFrance12,1604,4823,292ItalySpain2,2831,918NetherlandsSweden1,2431,100Norway592.8580.1562.9532.6BelgiumSwi