Abstract

Rai, Mediaset and Sky are still dominating the Italian television market and are collecting the large majority of economic resources devoted to it. But the success of new business models of the "Over the top" (Ott) television (Internet tv) shows new directions that television market is taking. This article observes difficulties of the three main economic resources in front of the necessity of the big traditional broadcaster to have more income to support the growing competition of Ott companies. The main components of the new business models and their competitive strength are considered with the example of Netflix.