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ITsART: ‘Netflix of Italian culture’ streaming service launches in Europe

ITsART has made its debut in 26 countries in Europe in order to promote Italian culture across the globe.

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Italy has launched an innovative streaming platform called ITsART, billed as the ‘Netflix of Italian culture’, offering access to virtual tours, museum exhibitions, and other forms of art.

Commissioned by the Italian ministry of culture, ITsART was launched in 26 countries in Europe in order to promote Italian culture across the globe. The platform is set to expand to the US and China in 2022.

Operated by Chili TV, the new streaming service includes more than 1,275 titles, separated into three areas – ‘Stage’, ‘Sites’, and ‘Stories’. ITsART also plans to add new original content.

The ‘Stage’ area is dedicated to performances including opera, ballet and concerts, while ‘Sites’ is a space to explore historic locations and museums. The ‘Stories’ section features movies and art documentaries.

ITsART expanding to US and China

Guido Casali, CEO of ITsART, said (via Variety): “Our aim is to provide a common platform that can reach a growing audience of consumers of Italian art and culture around the world, while also supporting the performing and visual arts sector.”

“We will now focus on raising the level and depth of our content offering to make sure Italian culture is accessible for everyone,” Casali added.

ITsART has teamed up with more than 100 cultural institutions in Italy, including the Uffizi Gallery, Galleria Borghese, Peggy Guggenheim Foundation and Fondazione Prada (via Artnet News).

The platform was developed during the pandemic last year, when Italy’s museums were closed and providing digital content. ITsART operates on a revenue-sharing basis with partner institutions.

Free registration is required, and some of the site’s titles are available for free with adverts. Others can be accessed via a pay-per-view system, with prices ranging from €2.90 for a movie to €9.90 for an exclusive live opera.

Image: Guggenheim

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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