Luiss Study Reveals Italian Public Split on Netflix-Style Culture Platform

A study by Lucia Ritrovato for Luiss University's Master in Political and Institutional Communication and Marketing, in collaboration with the Istituto Piepoli, surveyed 500 Italians on the proposed 'Netflix of culture' platform. The platform, named ItsArt, was conceived by former Culture Minister Dario Franceschini during the pandemic and is a partnership between Cassa Depositi e Prestiti and Chili, a Milan-based streaming service. Results show 49% favor an OTT culture platform, with 23% strongly in favor and 49% probably in favor; only 5% have no interest. Interest is high among 18-34 year olds (70%) and over 55s (76%). 62% prefer pay-per-view over subscription (28%). Preferred devices: smart TV (46%), PC (24%), both (20%), 10% don't watch digital events. The study highlights challenges: quality content, digital transition (5G, AR, AI), and sustainability for cultural institutions hit by pandemic losses estimated at over 40% by Federculture.