Millennials have emerged as the most avid users of paid VOD services in the Czech Republic, according to the latest Atmedia Index.
Netflix, HBO Max and Disney+ are among the streamers favoured by Generation Z and Millennials, encompassing individuals aged 15–24 and 25–34. A combined 61% of the demographic are described as “avid viewers” of the services.
“63% of individuals aged 15–24 and 60% of those aged 25–34 actively use paid video-on-demand services. These figures stand out as the highest percentages among all surveyed age groups,” says Pavel Müller, adding that the use of paid VOD services decreases with age. Only 39% of individuals aged 35–54 and 19% of those aged 55–69 actively used the services in the second half of 2023.
“The youngest generation frequently opts for digital platforms that provide personalised content and the actual flexibility to enjoy series and movies at their own convenience, regardless of their whereabouts – they seek the ability to watch series and films at their own convenience, wherever they are. This explains the widespread popularity of paid VOD services among this particular group, as well as the appeal of features such as catch-up TV,” adds Pavel Müller.
Four-fifths of paid VOD service users tune in to content on these platforms several times a week, with the majority doing so daily or nearly every day. Millennials, individuals aged 25–34, are the most avid consumers of video content on these particular platforms. Almost 60% of them watch content on a daily basis or nearly-daily one, with an additional 30% tuning in at least several times a week. Interestingly, users aged 55–64 do come next, with over half of them being classified as daily users. “The frequency of viewing differs across various paid VOD services. While some do have over a third of daily users, others have fewer than a fifth,” says Müller.
From January to June 2023, 44% of the Czech population aged 15-69 used at least one paid video on demand service several times a month. From July to December, the percentage dropped to 42%.
