Sanremo 2026: A Shift in Italian Television Viewing Habits?
The final night of the Festival di Sanremo 2026, culminating in Sal Da Vinci’s victory, drew an average audience of 11,022,000 viewers on Rai1, representing a 68.8% share. While still a significant number, this marks a decrease compared to the 2025 finale, which reached 13,427,000 viewers with a 73.1% share.
Declining Viewership: A Broader Trend?
This year’s figures continue a trend of declining viewership over the past several years. In 2024, the festival garnered 14,301,000 viewers (74.1% share), followed by 12,200,000 (66% share) in 2023, and 13,200,000 (65% share) in 2022. Even further back, in 2021, the festival attracted 9,900,000 viewers (54.4% share). The 68.8% share for the 2026 finale represents an increase compared to the 65.6% share recorded during the cover night earlier in the week.
The Rise of Streaming and On-Demand Content
The consistent decline in traditional television viewership for events like Sanremo suggests a broader shift in how Italians consume entertainment. The increasing popularity of streaming services and on-demand content is likely a major contributing factor. Viewers now have more choices and greater control over when and where they watch their favorite programs.
Share Growth Throughout the Week
Interestingly, the 2026 festival saw a 10.8% increase in share from Tuesday to Saturday. The first night attracted 9,600,000 viewers (58% share), rising to 59.5% on Wednesday, 60.6% on Thursday, 65.6% for the cover night, and finally peaking at 68.8% for the finale. This suggests that while overall viewership may be declining, the festival still holds significant appeal and can generate momentum as it progresses.
The Impact of the “Total Audience” Metric
The reported figures are based on “total audience,” which includes viewers watching on traditional television sets. It’s vital to note that this metric doesn’t fully capture the extent of viewership, as it doesn’t account for those watching on streaming platforms, mobile devices, or other digital channels. A comprehensive understanding of the festival’s reach requires considering these alternative viewing methods.
Awards and Recognition
During the 2026 festival, Fulminacci received the “Mia Martini” critics’ award, while Serena Brancale won the “Lucio Dalla” press award. The award for best lyrics (“Sergio Bardotti”) went to Fedez & Masini for “Male necessario,” and Ditonellapiaga was recognized for best musical composition (“Giancarlo Bigazzi”). Serena Brancale also received the Tim award.
Did you recognize?
Sal Da Vinci won the 76th edition of the Festival di Sanremo with the song “Per sempre sì”. Sayf came in second place with “Tu mi piaci tanto”, and Ditonellapiaga secured third place with “Che fastidio!”
FAQ
Q: What was the share for the cover night at Sanremo 2026?
A: The share for the cover night was 65.6%.
Q: Who won the critics’ award at Sanremo 2026?
A: Fulminacci won the “Mia Martini” critics’ award.
Q: How many viewers did the Sanremo 2026 finale attract?
A: The finale attracted 11,022,000 viewers.
Q: What song did Sal Da Vinci perform to win Sanremo 2026?
A: Sal Da Vinci performed “Per sempre sì”.
Pro Tip: Keep an eye on how Rai adapts its broadcasting strategy to incorporate streaming and on-demand options to capture a wider audience in future festivals.
Explore more coverage of the 2026 Sanremo Festival here. Share your thoughts on the changing landscape of Italian television in the comments below!
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