Rome has a demand profile no other Italian city replicates: tourism, restaurants, film and media, institutions and a huge base of small businesses. It is a less saturated market than Milan, with different clients and different cycles.
Who buys in Rome
| Who buys | What they order |
|---|---|
| Tourism and hospitality | Hotels, restaurants, experiences, tours: continuous needs, often modest budgets but repeat orders. |
| Restaurants and food | Rome has an exceptional density of venues and producers, and vertical video has become the standard tool for filling tables. |
| Film and media | Production companies, services and suppliers: clients already fluent in video, with precise briefs. |
| Small and medium businesses and services | Discovering UGC as a cheaper alternative to classic advertising. |
| Associations and public bodies | Whose institutional communication fits the testimonial format well. |
What brands pay
Below Milan, but with less competition:
- Simple testimonial, beginner creator: 70 to 130 euros.
- Testimonial, creator with a portfolio: 130 to 230 euros.
- On site restaurant or tourism content: 120 to 250 euros, travel included.
- Scripted format: 180 to 330 euros.
- Three video package: 280 to 580 euros.
The Rome specificity: on site work
Unlike Milan, where most work is remote, a significant share of Roman demand requires physical presence: filming in a restaurant, a hotel, a shop. That changes two things.
First, the market is naturally protected: a creator living in Rome has an advantage nobody outside can replicate. Second, rates must include travel and waiting time, and should be quoted accordingly, not at the same price as a video shot at home.
Niches worth covering
Food and restaurants are the most natural and most recurring niche: a restaurant needs new content every month, not once a year. Tourism is seasonal but well paid, and needs anticipation: you shoot months before the season. And business services are the least crowded niche, with clients who pay on schedule.
You can compare available profiles among the creators on UGC MATCH.
Keep reading
- Opening a Partita IVA for UGC Work in Italy
- How to Position Yourself on a UGC Marketplace in Italy
- How to Reply to a Brand Enquiry in Italy
- Micro Influencer or UGC Creator in Italy
- The complete UGC guide for Italy
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Frequently asked questions
Does Rome pay less than Milan?
On average yes, but with less competition and more on site work, which is quoted higher.
Is food a good niche?
The best one in Rome, for client density and order frequency.
Do you need to live in Rome?
For on site jobs yes, and that is exactly the competitive advantage of the Roman market.
How much can you earn?
70 to 250 euros per video depending on format and whether you shoot on location.
Sources
Checked on 26 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
