The online therapy market - Italy

The online therapy market encompasses the set of psychological and psychotherapy support services delivered remotely through digital tools, such as video calls, chats, and specialized platforms. This sector includes individual, couples, group and family psychotherapy, targeting patients with specific mental disorders (depression, anxiety, PTSD, eating disorders) or those seeking improvement in their general well-being. Online therapy emerges as a viable alternative to traditional in-person therapy, providing flexibility, accessibility and often lower costs. it is a market highly connected to the digitization trends in mental health and the cultural evolution that has reduced stigma toward psychological support. Globally, the online therapy market will grow from $9.68 billion in 2024 to $24.82 billion in 2031 (+156.4 percent). In Europe, the value will increase from €2.94 billion in 2024 to €12.90 billion in 2031 (+338.8%). In Italy, the online therapy market will grow from an estimated value of €0.83 billion in 2025 to €4.55 billion in 2035, an absolute increase of €3.72 billion (+448%). The number of psychologists in Italy has almost doubled from 2015 to 2023 (from 27,300 to 53,930), while 86.7 percent of professionals say they already offer online therapy, including combining in-person and digital modalities. The market structure is characterized by the predominance of self-employed workers (99.4 percent of firms) and digital platforms such as Unobravo (€77.7 million in sales in 2023) and Serenis (€11.8 million in 2023). Other emerging players include Psicobravo, Psychodigital and With You Abroad. The main tools used for online therapy are Skype (50.6 percent), WhatsApp/Viber (14.4 percent), FaceTime (8.8 percent), and telephone (9.8 percent). Prices for a session range from €45 to €75 depending on the city, with a national average of €67. The difference between online and in-person sessions is minimal: about 8 out of 10 psychologists maintain the same rates. The market is regulated by Law 56/1989 and Law 3/2018, supplemented by guidelines on online psychological services. Professional ethics dictate, even in digital practice, informed consent, data protection, and clarity in professional identity. The Psychologist Bonus, provided for in Budget Law 2023, has further incentivized demand, offering up to €1,500 in grants to those who demonstrate an ISEE of less than €50,000. Finally, technological innovation is changing the field: artificial intelligence tools such as therapeutic chatbots (e.g., Woebot) and the use of advanced patient-therapist matching platforms are further expanding the accessibility and personalization of online psychological support