When you hear “Italy”, your mind probably drifts to rolling vineyards, Renaissance art or the latest fashion runway, livestreaming likely isn’t top of that list. And yet, over the past decade the country has quietly built a streaming scene that can spark newsbreaks viewed by millions (just think of the election of the new Pope: its live inauguration was watched by nearly six million people), launch homegrown creators into the spotlight and keep local audiences glued to everything from gaming marathons to late-night sports shows. Italians might not dominate global viewership charts, but our community is far more than a footnote in the livestreaming story.
In the new article under our “Spotlight” series, we’ll roll back to the 1990s, when the seeds of online video were planted in Italy, trace the rise of broadband and early webcam experiments, then fast-forward to today’s most-watched formats, the genres that pack the biggest audiences and the Italian streamers who’ve turned their webcams into full-blown careers. Buckle up: we’re about to break down how Italy went from slow-loading dial-up to next-level live video entertainment.
Italy’s internet journey
Italy's journey into the digital age began on April 30, 1986, when researchers at the CNUCE-CNR in Pisa sent a successful "ping" to Roaring Creek, Pennsylvania, marking the country's first connection to ARPANET. This milestone made Italy one of the first European nation to join the network, following the likes of Norway, France, the UK, and Germany.
In the years that followed, Italy's internet infrastructure developed at a measured pace. The GARR network, established in 1991, connected universities and research centres, laying the groundwork for broader internet access. However, widespread public adoption lagged behind other major European countries. By the late 1990s, Italy's internet penetration was notably lower compared to nations like France, Germany, and the UK.
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One unique aspect of Italy's digital evolution was the early embrace of mobile internet. By 2000, over 28 million Italians were using mobile phones, and services like Wireless Application Protocol (WAP) allowed users to access the internet on their devices, bypassing the traditional PC route. This mobile-centric approach influenced how Italians engaged with online content, including the consumption of live video.
The early 2000s saw significant investments in broadband infrastructure. Companies like Fastweb pioneered the deployment of fiber-optic networks in major cities, offering high-speed internet services that were crucial for streaming media. Despite these advancements, Italy's broadband penetration remained below the European average for several years.
In recent years, initiatives like the "Italia Digitale" project and partnerships with companies like Open Fiber have aimed to expand high-speed internet access across the country, including rural areas. These efforts have been instrumental in supporting the growth of livestreaming, enabling more Italians to participate in and consume live digital content.
This pattern of early adoption followed by slower widespread integration is also evident in Italy's engagement with live digital content. While the country has produced notable moments, Italy's presence in the global live streaming landscape remains modest compared to other nations. The combination of infrastructural limitations and delayed broadband expansion has influenced the development and popularity of live digital content within the country.
Italy has experienced a significant surge in livestreaming activities recently, marking a transformative shift in its digital media landscape. This growth is attributed to several factors, including increased internet penetration, the proliferation of smart devices, and changing consumer preferences towards on-demand and live content.
Streaming platforms have become central to Italy's media consumption habits. Services like Netflix, Prime Video, and RaiPlay have witnessed substantial increases in viewership. For instance, RaiPlay, the Italian public broadcaster's streaming service, has expanded its offerings to include a wide range of live and on-demand content, catering to diverse audience interests. Similarly, Mediaset Infinity has enhanced its platform to provide a more comprehensive viewing experience, competing with other major players in the market.
The proliferation of smart TVs and mobile devices has further facilitated the adoption of livestreaming. With over 20 million smart TVs in Italian households, streaming has become more accessible, allowing viewers to watch content at their convenience. This shift is also reflected in the increasing number of streaming subscriptions, which have outpaced traditional pay-TV subscriptions, indicating a clear preference for online streaming services among Italian consumers.
This surge in livestreaming activities underscores Italy's evolving digital media landscape, highlighting the country's growing engagement with live and on-demand content across various platforms.
Italy’s livestreaming content: Sports over politics
Unlike countries such as France or Poland, where political content is quite viral, Italy's digital audience gravitates predominantly towards sports content. This shift reflects a broader cultural trend where Italians, known for their fervent support of various sports, are increasingly turning to livestreaming platforms to engage with their favorite games and athletes.
Football, or "calcio", remains the cornerstone of Italy's sports landscape. Serie A, the top-tier football league, commands a massive following both domestically and internationally. Matches featuring iconic clubs like Juventus, AC Milan, and Inter Milan attract millions of viewers, with significant portions of the audience tuning in via streaming platforms. For instance, major fixtures often see live streams on platforms like YouTube and Twitch, where fans engage in real-time discussions and analyses.
Serie B, the second division, also enjoys considerable attention. While it may not match Serie A in viewership numbers, it maintains a dedicated fanbase that follows the matches through various streaming services. The accessibility of these platforms has democratized the viewing experience, allowing fans from smaller towns and cities to support their local teams without the need for traditional cable subscriptions.
In recent years, Italy has also witnessed the emergence of short-form football leagues that blend traditional football with elements of entertainment and digital interactivity. These leagues, often featuring celebrity involvement and innovative formats, have found a significant audience on livestreaming platforms.
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GOA7 League: Launched in 2023, the GOA7 League is a seven-a-side football competition that has quickly gained popularity. The league's Winter Split, held in early 2024, was broadcast for over 120 hours and amassed 2.4 million Hours Watched, with an average of 19,700 concurrent viewers. In turn, the record peak audience of over 43,000 concurrent viewers was achieved during the GOA7 League Summer 2024.
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Kings League Italy: Inspired by Spain's Kings League, the Italian version has brought together former football stars, influencers, and celebrities to create a unique football experience. The league's matches are streamed live on platforms like Twitch, YouTube, and X, drawing substantial viewership numbers. For example, the inaugural Kings World Cup Nations final, held at Juventus Stadium, was a major event that showcased the league's appeal. The Kings League has continued to build on the foundations laid by the GOA7 League. In particular, its Italian division is now achieving far greater audience reach than its predecessor. For example, the ongoing Kings League Italy 2025 Split 1 has already drawn a peak of over 352,000 concurrent viewers, and that number is sure to climb even higher as the final approaches or during the final itself.
The proliferation of livestreaming platforms has transformed how Italians consume sports. Traditional broadcast methods are increasingly supplemented, if not replaced, by digital streams that offer interactive features such as live chats, real-time statistics, and behind-the-scenes content. This shift has been particularly evident among younger audiences, who value the immediacy and interactivity that digital platforms provide.
Clubs and leagues have recognized this trend and are adapting accordingly. Many have partnered with streaming services to broadcast matches, while also enhancing their digital presence through social media and dedicated streaming channels. This multi-platform approach ensures that fans can access content in ways that suit their preferences, whether it's through live match streams, highlight reels, or exclusive interviews.
While the growth of sports livestreaming in Italy presents numerous opportunities, it also comes with challenges. Issues such as illegal streaming and piracy have prompted leagues like Serie A to collaborate with tech companies to protect their broadcast rights. Additionally, the competition among various leagues and platforms requires continuous innovation to maintain viewer engagement and satisfaction.
However, these challenges also drive innovation within the industry. Leagues are experimenting with new formats, interactive features, and content delivery methods to enhance the viewer experience. The success of short-form leagues like GOA7 and Kings League Italy demonstrates the potential for creative approaches to resonate with audiences.
In conclusion, sports livestreaming in Italy is more than just a trend; it is a reflection of the nation's deep-rooted passion for sports and its embrace of digital innovation. From the traditional football leagues to the emerging short-form competitions, Italians are actively engaging with sports content in ways that were previously unimaginable. As technology continues to evolve, so too will the landscape of sports consumption in Italy, promising even more dynamic and interactive experiences for fans.
Youth engagement with gaming and casual content
While football remains a beloved sport among both older and younger Italians, the latter demographic exhibits distinct preferences that set them apart. In contrast to their older counterparts, who predominantly follow traditional football leagues like Serie A, younger Italians are increasingly drawn to gaming and casual, lifestyle-oriented content. This shift underscores a broader cultural inclination towards entertainment that is interactive, accessible, and tailored to their digital lifestyles.
Esports has rapidly gained traction among Italian youth, with approximately 7.3 million individuals engaging with esports content through platforms like YouTube Gaming and Twitch. Notably, 3.3 million of these viewers are weekly consumers, highlighting the genre's significant presence in the country's digital entertainment landscape.
The esports audience in Italy is predominantly male (68%) and under the age of 45, with a substantial representation from Gen Z (16-24 years old) and Millennials (25-44 years old). This demographic is characterized by high levels of education and a propensity for online shopping, making them an attractive target for advertisers and sponsors.
Among the most popular games driving esports engagement in Italy are League of Legends and Valorant, both of which are instrumental in generating value for stakeholders within the industry. These titles are frequently featured in national tournaments and are widely followed by fans across various streaming platforms.
Twitch and YouTube Gaming dominate as the primary platforms for esports content consumption in Italy. These platforms not only facilitate live streaming of tournaments but also host a plethora of content creators who engage audiences with commentary, tutorials, and gameplay highlights.
Esports has found a natural synergy with traditional entertainment events in Italy. For instance, during Milan Games Week, Italy's largest gaming-themed event, multiple esports stages are set up, showcasing competitions in various titles. Similarly, at Lucca Comics and Games, a 15th-century church was transformed into an esports arena for a League of Legends tournament, demonstrating the seamless integration of esports into established cultural events.
Beyond competitive gaming, Italian youth are increasingly drawn to casual and IRL content. Platforms like Twitch and TikTok host a variety of streamers who share aspects of their daily lives, engage in casual gaming sessions, and interact with their audiences in real-time. This form of content fosters a sense of community and relatability, resonating deeply with younger viewers seeking authentic and engaging entertainment.
The economic impact of esports in Italy is substantial, with the industry generating significant revenue through advertising, sponsorships, and ticket sales for tournaments and events. The growth of esports has also spurred investments in infrastructure and the development of professional leagues, further solidifying its place in the Italian entertainment ecosystem.
Italian livestreaming: current state of things
As of 2025, YouTube Live has narrowly overtaken Twitch in Italy when it comes to total hours watched. This edge reflects YouTube’s wide-ranging content library: while Entertainment remains Italy’s most-watched category, Sports (whether streamed under YouTube’s dedicated Sports tab, via Twitch channels, or through hybrid formats like the Kings League) runs a very close second.
It’s telling that News and Politics don’t even break the top ten in Italy. Instead, viewers carve out time for People & Blogs and Music streams, and of course Gaming. Among games, Call of Duty: Warzone stands out: its high-octane action and competitive appeal have earned it a permanent spot in many top Italian streamers’ rotation.
The single biggest livestream of the year underscores football’s lasting power. The 2025 Copa del Rey final, Real Madrid versus Barcelona, pulled in a staggering 450,000 concurrent viewers, making it Italy’s most-watched single broadcast to date and a reminder that even international matches captivate the Italian audience.
When it comes to individual channels, Gianmarco "Tumblurr" Tocco sits comfortably at the summit. Initially rising to fame through gaming content, he’s become synonymous with sports coverage, particularly the Kings League. Tumblurr’s blend of tactical insight, behind-the-scenes anecdotes, and laid-back humor has turned his channel into a go-to destination for both hardcore calcio fans and casual viewers.
Zooming in on Twitch itself, Italy contributes roughly 1.5% of the platform’s global Hours Watched, almost exactly matching Poland’s share. Over the past year, that figure has dipped by about 3%, but even with this slight decline, Italy’s Twitch community remains robust and vital to the platform’s overall health.
All in all, these numbers paint a picture of a mature yet still-evolving market: football and sports content continue to anchor the Italian livestreaming scene, while YouTube’s broader entertainment offerings and popular gaming titles like Warzone ensure that viewers of all ages (and interests) find something to keep them glued to their screens.
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In summary, Italy’s livestreaming journey has evolved from early dial-up experiments to a vibrant ecosystem where sports, and football in particular, reign supreme, yet innovation and variety keep the scene fresh. From Serie A marathons and short-form leagues like GOA7 and Kings League, to the meteoric rise of streamers such as Tumblurr, Italians have embraced interactive, real-time content that blends competition, community and entertainment. At the same time, a younger generation has carved out its own niche, gravitating toward esports titans like League of Legends, Valorant and fast-paced shooters such as Warzone, alongside easy-going IRL streams that bring everyday personalities into viewers’ living rooms.
Looking ahead, the balance between tradition and innovation will define Italy’s next chapter in livestreaming. Platforms like YouTube Live and Twitch will continue to compete for eyeballs, but it’s the ability of leagues, clubs, creators and tech providers to deliver unique, interactive experiences that will determine who wins, and whether Italy can transform its passionate but relatively modest market share into a blueprint for sustained growth.
