A layered and complicated market

The Italian Market is Layered and Complicated

Although it is not easy to depict the multifaceted Italian business scene - and licensing is no exception - one common point ties all markets and intellectual properties: an amazing growth in terms of offerings. With Kids Marketing Day just behind us, and while all of the trends and insights about the family and kids business have been discussed between the professionals who gathered there on 10th March, we can safely state that the offering of entertainment content for kids, teens and young adults is more than the audience can digest. MLD Entertainment’s monitoring service “Screenshots TV & Cinema” shows that all the new content available on streaming platforms and SVOD like Netflix, Disney+, Sky, Rai Play, Discovery+, have added 165 animated series (each of them equals a licensed character) broadcast by seven free to air TV stations – Rai YoYo, Rai Gulp, Cartoonito, Super, Boing, K2 and Freesbee, and more than 50 franchisedriven movies (at cinemas or on platforms) constantly launching in the next 48 months. The “media diet” of Italian kids and teens is getting fatter due to the growing use of smartphone and tablets at early ages, and new “franchises” (not sure if such a term can apply) that are generated from YouTube, Instagram and TikTok. Twitch and Roblox add a spice to this recipe, and from this point of view, the entrance into the kids licensing scene of the YouTuber couple “MeControTe”, of gamers like “Lyon”, or influencers like Chiara Fer-

By Paolo Lucci Lucci & Partners paolo.lucci@luccitm.com www.luccitm.com www.brandjam.it