Czech viewers pay on average CZK386 (€15.6) a month to receive subscription TV services.
Furthermore, according to the Atmedia index, 56% of all viewers aged 15-69 already have some form of pay-TV, which is two percentage points more than in 2020.
Pavel Müller, head of research and marketing at Atmedia, believes this figure could rise to 59% next year. “According to the results of the atmedia index, 7% of viewers who currently watch only digital terrestrial television stations plan to start using pay-TV in the next twelve months”.
He added: “The average amount that Czech viewers spend watching television has not changed much in the last two years. It most often ranges from CZK300 to CZK399. In this range, 18% of viewers who are customers of one of the pay-TV operators currently pay for watching television”. Müller also pointed out that 45% of viewers pay more than CZK400 per month for television.
Atmedia notes that the basic motivations that lead viewers to pay to watch TV have not changed much over the years. As two years ago, viewers cite two main reasons – they want to be able to watch TV channels that are not available on DTT and to replay TV shows, regardless of the time of the original broadcast. Both reasons are given by 38% of viewers who pay to watch tTV. The third most common reason is the ability to watch TV shows in HD quality, which is important specifically for 25% of these viewers.
Other reasons include the ability to watch TV on multiple devices at the same time, such as a PC, tablet and mobile phone, or the ability to watch programmes in video libraries that are not available on standard broadcasts. Some viewers use pay-TV to access exclusive sports content.
