Italian TV Ratings War: What the Latest Numbers Reveal About Viewing Habits
Italy’s television landscape is constantly shifting, and the latest ratings data from January 16th, 2026, offers a fascinating snapshot of current viewing preferences. While RAI, the national public broadcaster, didn’t sweep all categories, the battle for eyeballs between RAI and Mediaset (Canale 5) continues to be fiercely competitive. This isn’t just about channel dominance; it reflects broader trends in how Italians consume entertainment.
Prime Time Showdown: ‘La Ruota dei Campioni’ Spins to Victory
The biggest upset of the night saw Canale 5’s La Ruota dei Campioni (The Wheel of Champions), hosted by Gerry Scotti, outperform RAI’s Tali e Quali, presented by Nicola Savino, in the prime-time slot. La Ruota dei Campioni garnered 4.75 million viewers (23.8% share) in its first part and 3.841 million (22.7%) in the second. Tali e Quali, while still attracting a substantial 3 million viewers (15.5%), couldn’t match the momentum of the game show. This highlights the enduring appeal of game shows, particularly those offering a blend of luck and entertainment.
Pro Tip: Game shows often perform well because they are easily digestible and offer a communal viewing experience, perfect for families.
Access Prime Time: RAI Holds Strong with ‘Affari Tuoi’
RAI maintained its strength in the access prime time (7:30 PM – 8:30 PM) with Affari Tuoi (Deal or No Deal) pulling in 4.952 million viewers (24.6%). This success is partially attributed to the absence of Mediaset’s La Ruota della Fortuna (Wheel of Fortune) on the same night. Affari Tuoi’s interactive format and suspenseful gameplay continue to resonate with Italian audiences. However, recent criticism surrounding the show’s potential to encourage gambling (as highlighted by Antonio Ricci) raises questions about responsible broadcasting.
The Power of the Preserial: ‘L’Eredità’ Remains a Staple
In the preserial slot (6:00 PM – 8:00 PM), RAI’s L’Eredità (The Inheritance) once again triumphed over Canale 5’s Caduta Libera (Free Fall), attracting 4.860 million viewers (28.7%) compared to 2.729 million (17.3%). L’Eredità’s longevity speaks to its clever blend of trivia, wordplay, and a charismatic host. It’s a reliable performer that consistently delivers a large audience.
Beyond the Top Three: A Look at Niche Programming
While the major networks dominate the headlines, other channels are carving out niches. Harry Potter e i doni della morte – parte II on Italia1 drew 1.226 million viewers (7.3%), demonstrating the continued popularity of blockbuster films. La7’s Propaganda Live, a satirical news program, attracted 834,000 viewers (6.2%), appealing to a more politically engaged audience. These figures suggest a growing demand for diverse programming options.
Did you know? Streaming services are increasingly influencing the performance of traditional TV shows, as viewers have more choices than ever before.
The Rise of Total Audience Measurement
The data released on January 16th also reflects the growing adoption of “total audience” measurement, which includes viewers watching via streaming platforms. This shift is crucial for understanding the true reach of television programs and accurately valuing advertising slots. As streaming becomes more prevalent, traditional ratings alone provide an incomplete picture.
Future Trends in Italian Television
Several key trends are shaping the future of Italian television:
- Increased Competition from Streaming Services: Netflix, Amazon Prime Video, Disney+, and other platforms are aggressively expanding their Italian content libraries, challenging the dominance of traditional broadcasters.
- Personalized Content Recommendations: AI-powered recommendation engines are becoming increasingly sophisticated, allowing viewers to discover content tailored to their individual preferences.
- The Blurring Lines Between TV and Streaming: Broadcasters are launching their own streaming services (like RAIPlay) to compete with the global players and offer on-demand content.
- Interactive Television: Features like voting, polls, and social media integration are enhancing viewer engagement and creating a more immersive experience.
- Focus on Local Content: There’s a growing demand for Italian-produced dramas, comedies, and reality shows that reflect the country’s culture and values.
The success of shows like Affari Tuoi and La Ruota dei Campioni demonstrates that traditional formats can still thrive, but they must adapt to the changing media landscape. The future of Italian television will likely be a hybrid model, combining the strengths of traditional broadcasting with the flexibility and personalization of streaming.
FAQ
- What is Auditel? Auditel is the company responsible for measuring television audiences in Italy.
- What is “total audience” measurement? It includes viewers watching on traditional TV sets, as well as those streaming content online.
- Why are game shows so popular in Italy? They offer a simple, entertaining, and often interactive viewing experience.
- Is streaming impacting traditional TV ratings? Yes, streaming services are diverting viewers away from traditional television, forcing broadcasters to adapt.
Want to learn more about the Italian media landscape? Check out Statista’s report on the Italian TV market.
What are your thoughts on the future of Italian television? Share your opinions in the comments below!
