Abstract In this paper we propose an innovation diffusion framework based on well-known Bass models to analyze and forecast national adoption patterns of photovoltaic installed capacity. This allows for interesting comparisons among several countries and in many cases highlights the positive effect of incentive policies in stimulating the diffusion of such a technology. In this sense, the Generalized Bass Model proves to be essential for modelling and forecasting. On this basis, we observe important differences in the investments made by countries in the PV sector and we are able to identify whether and when these investments obtained the expected results. In particular, from our analysis it turns out that in some cases incentive measures have been certainly effective in facilitating adoption, while in some others these have not been able to produce real feed-back. Moreover, our cross-country approach is able to forecast different stages in PV evolution: whereas some countries have already entered the mature stage of diffusion, others have just begun. This result may suggest various considerations about the competitive advantage of those countries that invested in alternative energy provisions. In spite of a very diversified scenario in terms of historical patterns of diffusion, we may report, as a general result, the fragile role of innovators for this special market and the dominance of imitative behaviour in adoptions.