Economic recession, implacably striking a plurality of consumption and production sectors, hasn’t stopped the innovation in Italians’ cultural behaviours taking place since the first Nineties. This is shown by the numbers of cultural consumption, in special reference to the data provided by Istat, official statistical source in the national context. The diversification of cultural interests of Italians and, in particular, of young people documents the achievement of traditionally considered élitist and quality activities: not only an exploit of digital culture, but also a consolidation of book reading and a rise of all outdoor shows and entertainments. Similar trends point out a promising growth of quality of life, but also the persistence of deep social gaps in accessing culture, above all in reference to the different local contexts of the country. Nowadays wide coves of weak consumption and exclusion penalize Italian cultural market, but at the same time they identify huge basins of potential publics for the different expressions of arts and culture, contributing to a winning Italian way against decline.