Linear TV is alive and well, and while broadcasters and viewers in Central & East Europe are embracing streaming, there is a sense that linear TV has more of a shelf life here.
Nicolas Eglau, Managing Director EMEA, APAC & Global Distribution, Moonbug Entertainment arguably proves the point – from the opposite direction. Moonbug went from YouTube – where it has 9 billion views – before the producer/distributor began making its pitch to linear channels.
“People know the brands”, he explains. “We basically reversed the model from pay-streaming to YouTube. We started on YouTube and went the other way round”
Eglau says that CEE is an important region because pay-TV was strong.
His thoughts were echoed by Robert Šveb, General Director, Croatian Radiotelevision (HRT). “Linear is still strong in Croatia which gives us the opportunity to build hit programmes. It is of course sport, “running the show” followed by entertainment. It’s helped by 50% cable penetration, though we’re aware market is changing.”
However, like many public service broadcasters the age of the average viewer is creeping up and currently sits at 64.
Interestingly, Šveb says he has acquired content from the streamers only to find viewers disappointed.
“You have the global narrative that linear is going down, but then you come into this market and you have to adjust to the dynamics, added Kenechi Belusevic, VP Business Development and Distribution, Warner Bros. Discovery.
“We’re heading towards an aggregation – maybe we’re already there – where viewers will be offered streaming and linear in the same place. Older audiences are staying where they are and potentially find the choice overhwhelmimg, while the young aren’t going to linear.”
