Geo Italy: how to get the most out of it

Italy is one of the most interesting markets in Europe for arbitrage, especially in the niches of gambling, betting, and financial offers. It is a country with an active online audience, a good standard of living, high trust in digital services, and, at the same time, clear government regulation. In this article, we will take a detailed look at the characteristics of the Italian market, user behavior, advertising restrictions, and life hacks for creatives.

General information about Italy

Population

As of 2024, Italy’s population is about 58.9 million. The largest cities are Rome, Milan, Naples, Turin, and Bologna. At the same time, a significant part of the population lives in the northern regions, which have higher income levels.

Language

The official language is Italian. All creatives must be adapted not just into Italian, but into understandable, colloquial language — preferably taking into account regional characteristics if it is native advertising.

Currency

Italy is part of the eurozone, so the currency is the euro (EUR).

Online habits and user behavior

About 93% of the population has access to the internet, and over 83% regularly use mobile internet.

Social networks

The most popular social networks are:

Facebook — still holds its position among the older audience (40+).

Instagram — the favorite platform of young people and women.

TikTok — is rapidly growing among younger audiences.

YouTube — the main video platform used by all age groups.

Italians are drawn to visual content and respond well to videos with emotional appeal, simple messages, and a tangible local background.

Gambling