Sanremo 2026 Sees Record-Breaking Digital Engagement, Reaching Nearly 86% of Italian Population
Sanremo 2026 concluded with unprecedented digital engagement, reaching a total reach of almost 85.8% of the Italian population, according to RaiPlay Director Elena Capparelli. The festival’s success extended beyond traditional television viewership, with a significant portion of the audience connecting through social media and on-demand streaming platforms.
Record-Breaking Social Media Views and Interactions
The festival generated a staggering 1.2 billion views across all social media platforms, with 33% of those views originating from Rai’s official accounts. Total interactions reached 150 million, with Rai accounts contributing 30% of that figure. Capparelli noted that Sanremo 2026 was the most commented event globally after the Super Bowl, with potential to surpass it in the coming days.
Live Streaming Peaks and On-Demand Success
Live streaming experienced peak viewership during performances by Tiziano Ferro on the first night, with an average of 700,000 devices connected simultaneously. The transition between hosts Carlo Conti and Stefano De Martino also drew a large live audience, reaching 600,000 connected devices.
On-demand viewing proved highly popular, with over 600 clips published on Rai’s platforms. Average on-demand viewership across the five days of the festival was 5 million, with 30% of that audience being under the age of 35. The total offering, including DopoFestival, PrimaFestival, and clips on Rai2, accumulated nearly 28 million views.
Popular Performances on Demand
The most-viewed performances on demand included those by Ditonella Piaga and TonyPitony, Fedez & Masini, Achille Lauro with “Perdutamente,” Salda Vinci (the festival winner), and Sayf. Ditonella Piaga and TonyPitony’s cover performance exceeded 1 million views.
International Reach Expands
Thanks to initiatives led by Laura Pausini promoting geolocation features, international viewership increased by 20%, resulting in 6 million views from abroad.
YouTube and Third-Party Platform Performance
Rai published over 400 clips on YouTube, garnering an additional 25 million views. The combined impact of social media and digital platforms reached over 25.1% of the total population, complementing the 60.7% reached through linear TV.
Trending Moments and Artists
Elettra Lamborghini and Ditonellapiaga were among the most discussed artists on TikTok. Emotional moments, such as Achille Lauro’s tribute to the victims of Crans Montana and the presence of Bianca Balti and Gino Cecchettin, also generated significant social media engagement.