Italian as a T2 language
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Making Italian a T2 language has been already considered in the past but it has never been done due to its poor monetisation rate among its HVAs and its overall low number of paid users. In order to discuss if it is worth today making Italian a T2 language I’m going to compare the current status of the Italian market with the status of the Swedish, Dutch and Danish markets when their respective languages were made T2s, that is the end of Q1 2015.
If the Italian market is in a similar situation than the Swedish, Dutch and Danish market at the end of Q1 2015, then making Italian a T2 language is suggested.
To begin the analysis, I’m going to take a look at monetisation, it terms of ratio Paid Users/HVAs. One can notice that Sweden,Netherlands and Denmark are still showing much better figures than Italy:
Ratio Paid Users/HVAs @ the end of Q1 vs today
| 31/3/2015 | 9/1/2015 |
Sweden | 14.4% | 18.0% |
Netherlands | 5.9% | 8.2% |
Denmark | 14.8% | 17.8% |
Italy | 3.2% | 5.1% |
HVAs @ the end of Q1 vs today
| 31/3/2015 | 9/1/2015 |
Sweden | 508,388 | 491,648 |
Netherlands | 1,161,959 | 1,044,392 |
Denmark | 447,893 | 443,064 |
Italy | 1,562,130 | 1,279,427 |
Nevertheless, it seems that the current ratio Paid Users/HVAs in Italy is very close to what was the same ratio in the Netherlands at the end of Q1.
Next, I’m going to take a look at the number of current paid users. Again, that figure is currently higher in those three countries than in Italy. However, one can notice that the number of paid users in Italy today is very close to the number of paid users in Denmark and the Netherlands at the end of Q1, when they were made T2s:
Paid users @ the end of Q1 vs today
| 31/3/2015 | 1/9/2015 |
Sweden | 73204 | 88410 |
Netherlands | 68781 | 85657 |
Denmark | 66302 | 78827 |
Italy | 49562 | 64953 |
Figure 0
Moving Italian to T2 would mean translating macros and /guide and therefore would affect especially DfB users. When we look at the figures for DfB we notice that the number of DfB users in Italy today is higher than the number of DfB users in Denmark at the end of Q1 and is approaching what was the number of DfB users in Netherlands in the same period.
DfB users @ the end of Q1 vs today
| 31/3/2015 | 9/1/2015 |
Sweden | 14655 | 17579 |
Netherlands | 10631 | 13509 |
Denmark | 8617 | 10767 |
Italy | 6946 | 9391 |
The current ratio paid users/HVAs in Italy, together with the number of DfB users and paid users in total, suggests that it would be worth making Italian a T2 language. In fact, figures are very similar to those of the Swedish, Dutch and Danish markets when their respective languages were made T2s, that is the end of Q1 2015.
To complete the analysis, it is worth considering how making Italian a T2 language could affect future paid subscriptions in Italy (as opposed to existing paid subscriptions, which were discussed before).