At least one SVOD service is accessed multiple times a month by 43% of Czechs aged 15-69. This, according to the latest Atmedia Index results, covering Q2 and 3 this year, amounts to 2.8 million people. Meanwhile, a regular survey conducted by Atmedia, which represents TV channels, consistently shows that Czech viewers commonly use multiple SVOD services at the same time, averaging two services per user. However, it is important to note that not everyone actually subscribes to all streaming services used.
According to Pavel Müller, Atmedia’s head of research & marketing, “When discussing the 2.8 million Czech viewers who, on average, use two paid VOD services, we’re actually referring to approximately 6.5 million active accounts or logins. Yet, about one-fifth of these do belong to the shared accounts, indicating that users share them with family members or friends. Some do chip in for the shared account access, while others opt not to contribute”.
He further adds that the proportion of shared accounts varies across specific paid VOD services, ranging from 18% to 24% for the most frequently used ones.
According to the Atmedia Index survey findings for Q2 and 3 this year, users who directly subscribe to VOD service providers spend an average of CZK333 (€13.7 ) a month. When it comes to average monthly subscription fees, Netflix is the priciest, with other widely used paid VOD services showing comparable average monthly fees.
Netflix has continuously secured its leading position as the most popular paid VOD service on the Czech market, chosen by more than two-thirds of streaming service users. According to the insights of the Atmedia Index, the top five SVOD services also feature Voyo, HBO Max, Disney+, and Prima+.
Müller added: “Since the beginning of 2023, the ranking of the most used paid VOD services has remained quite consistent. It solidified following the entry of Disney+ in June 2022, and the introduction of Prima’s streaming service, Prima+, in February 2023. Both platforms quickly established themselves within the top five streaming services on the Czech market”. He additionally observed that recent newcomers such as SkyShowtime or Cana+ have not led to a substantial reshuffling in the rankings.
As revealed by the Atmedia Index survey results, Czech viewers are drawn to SVOD services for several reasons, calling attention to original content as being a major factor which attracts viewers to specific streaming services. As per the survey findings, users predominantly opt for specific VOD services because they wish to access particular shows, be it movies or series. Another motivation is the capability to select video content based on their current mood, coupled with the extensive variety of available video content.
Müller continued: “While paid VOD services do provide users with benefits such as the ad-free viewing and the flexibility to watch content at any time and place, the primary motivation for using streaming services remains the content itself,” asserts Pavel Müller. He also points out that there are differences in perceived benefits among various paid VOD services. “For instance, local VOD services do provide an additional benefit of accessing video content before it becomes available on TV”.
