Comscore: the time spent online by Italians soars in May, exploits of Dazn and Sky Sport

At the level of large properties among the top ten positions, the changes in the audience compared to April are minimal, remaining within a range between -1.0% and +1.0%, with two exceptions: Mediaset Group (+4%) and above all Whistle/DAZN Network, which reaches tenth position overall with 27.8 million unique visitors with a monthly increase of 35.7%, an exploit generated exclusively by social platforms, whose dedicated audience has grown by 37.6%, largely offsetting the physiological adjustment of the traditional Desktop and Mobile platforms (-1.9%).

In the publishing brand sector, there is a clear polarization of consumption channels. Readers have shown a strong preference for direct access to proprietary platforms, with a 6% increase on websites (desktop and mobile) compared to a 4% contraction of audiences intercepted via third-party social channels.

In this scenario, RaiNews firmly confirms its leadership in the ranking with 33.9 million unique visitors, achieving a further progression of 7.6% compared to the previous month. The local Citynews aggregate consolidates in second place with 29.4 million users (a value practically identical to the previous month), leader in usage from Desktop and Mobile devices (25.5 million). Il Giornale’s monthly performance also stands out with 6.3 million unique users (+19%).

Immediately following, the performance of Sky Sport Sites stands out which, with 26.8 million unique visitors, achieved a leap of 20.3%, overtaking the group’s other property, Sky TG24 Sites (25.3 million, +0.4%). The sports sector was driven by the concomitance of the major international events of the month, starting from tennis with the Rome Internationals and the start of Roland Garros. Immediately off the podium, we note the holding of Giallozafferano.it, 21.3 million (+10.7%) followed by News Mediaset Sites, which stood at 19.6 million unique visitors (-0.8%).

The month of May also decisively rewards brands capable of intercepting passions and entertainment in a multi-channel logic. In the Lifestyle category, Vogue’s performance shines, reaching 9.1 million unique visitors, achieving a vertical increase of 46% compared to April: growth in

in which the social component played a fundamental role, generating an incremental audience (Social Incremental Reach) of 157%. From a qualitative point of view, the analysis of user behavior highlights how the computer continues to transform itself into a high-attention informative “second screen”, especially for the use of video content. This is the case of Sky TG24 Sites, which in the “Desktop Video-Only UV” metric intercepts an audience of over 487 thousand unique monthly visitors. This is a loyal user base, which accesses the computer exclusively to consume the magazine’s video offering and which proves impervious to the fast scrolling logic typical of mobile devices.

The long-term dynamics monitored in the year-on-year comparison (May 2026 on May 2025) confirm the centrality of premium video content and sport: among the top ten properties the only double-digit increases belong to Whistle/DAZN Network (+62%) and Sky Italia (37.9 million visitors, +20%). The progress of the OpenAI ecosystem also continues: the property linked to artificial intelligence grows by +28.7% in terms of unique visitors, and sees the total time intercepted practically doubled (+97%) compared to last year’s figure.

Finally, at the level of individual editorial entities, the twelve-month comparison rewards the social distribution strategies of RaiNews (overall audience at +51.6%, only the social component at +88%) and of SkyTG24 Sites (total audience at +46.8% and social at +59%).