Fabrizio Corona, the controversial ex-paparazzi turned YouTuber, has ignited Italy's media upheaval with his confrontational content that attracts millions of views. Mediaset, controlled by the Berlusconi family, has sued him for €160mn over defamation allegations and successfully halted his broadcasts, reflecting traditional media's struggle against digital disruption.

Italy's TV advertising market has shrunk significantly, with Mediaset's ad revenue falling from €2.8bn in 2010 to just over €2bn in 2024. Traditional broadcasters still command 70% of official TV revenues, but streaming platforms now capture nearly 20% of the market. Online advertising represents 61% of total ad revenues, yet international platforms take 85% of that share, leaving Italian publishers with just 15%.

Major publishers like La Repubblica and La Stampa are being sold to a Greek shipping magnate after Exor, the Agnelli family holding company, put them on the market. These titles experienced print circulation declines and reported losses of €15mn in 2024 versus €900mn in 2015. Traditional media's survival depends on developing sustainable models for monetizing younger audiences as their core demographic continues to shrink.