Pay TV and OTT video in Central and Eastern Europe: trends and forecasts 2021–2026

Author - Martin Scott

Forecast report | PPTX and PDF (16 slides); Excel | Video, Gaming and Entertainment

"Future revenue growth prospects for operators in Central and Eastern Europe centre around OTT video services."

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The OTT video share of the total retail revenue for TV and video services in Central and Eastern Europe (CEE) will continue to grow. Revenue growth from operators’ own OTT video services will counterbalance losses in traditional pay-TV service revenue until 2024, after which point operators’ retail revenue will begin to decline as spending on operator services is increasingly substituted for spending on third-party OTT services.

This report provides:

  • forecasts for the number of pay-TV households and services, premium OTT video users, their retail revenue (spend) and average spend per user (ASPU)
  • forecasts split by pay-TV platform: cable (analogue and digital), IPTV, pay DTT, satellite and operator OTT; operator OTT and third-party OTT are split by category of OTT video service: linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD
  • forecasts for 16 individual countries and Central and Eastern Europe as a whole.

This report is complemented by Analysys Masons Pay TV and OTT video in Western Europe: trends and forecasts.

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Geographical coverage and key metrics

Geographical coverage

 

Key performance indicators

Region modelled:

  • Central and Eastern Europe

Countries modelled individually (additional in-depth coverage is provided for those in bold):

  • Bulgaria
  • Croatia
  • Czech Republic
  • Estonia
  • Hungary
  • Latvia 
  • Lithuania 
  • Montenegro 
  • Poland
  • Romania
  • Russia
  • Serbia
  • Slovakia
  • Slovenia
  • Turkey
  • Ukraine

 

  • Pay-TV households and connections
  • OTT video users
  • Retail revenue (spend)
  • ASPU

Pay TV is split by the following access technologies:

  • cable (analogue and digital, CATV)
  • IPTV
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator OTT
  • third-party (non-operator) OTT

OTT video is split as follows:

  • linear – channels (paid-for and free)
  • linear – events
  • TVoD (rental and ownership)
  • SVoD (paid-for and free)


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