New data from Omdia reveals that approximately 25% of all paid Subscription Video on Demand (SVOD) subscriptions in Central and Eastern Europe (CEE) now originate from pay TV and telco bundles.
According to Omdia’s research, indirect net additions – those through partnerships rather than direct-to-consumer channels – will dominate SVOD net additions in the CEE region from now until 2028, when partnerships will account for 29% of the overall base.
“Partnerships between streaming services and telcos are a win-win for both parties,” said Maria Rua Aguete, Senior Research Director at Omdia, speaking at the NEM conference in Dubrovnik. “For streaming services, it means tapping into a ready-made customer base, while telcos can enhance their value proposition and reduce churn by offering in-demand content as part of their service bundles. These partnerships not only increase subscriber growth but also enhance customer engagement.”
Omdia’s analysis includes data from Russia, where some SVOD services were withdrawn following the invasion of Ukraine in 2022. This period saw a peak in subscriber additions during the COVID-19 pandemic, followed by some market volatility and subscriber churn. Noteworthy partnership deals implemented in 2022, such as HBO Max with Vodafone Hungary, Viaplay with Canal+ Polska, and Disney+ with Netia, have significantly influenced the market dynamics.
The increasing significance of bundling in the CEE region makes indirect subscriptions more prominent relative to the total than in North America, although still trailing behind Latin America, where bundling is crucial for SVOD.
