The average monthly expenditure by Czech households on pay-TV has risen to CZK 419 following a string of price increases.
The price is now considered too high by a third of TV viewers, who currently only watch free-to-air DTT channels.
According to atmedia, which now includes a price sensitivity test in its regular research, the average amount paid by Czech consumers for pay-TV services increased by 7% year-on-year in the second and third quarters of this year to CZK 419 per month.
Pavel Müller, Senior Head of Research & Marketing for Atmedia says that operators including O2 TV and Skylink have all increased their prices. However, despite the attraction of IPTV a significant proportion of viewers are happy to remain with DTT services.
“Our atmedia index research shows that almost one third of them do not want to pay for receiving TV stations, or that pay-TV is too expensive for them. We therefore asked these more price-sensitive viewers how much they would be willing to pay for pay TV,” he says. “Czech TV viewers watching only free TV broadcasts consider a price in the range of 150 to 200 CZK to be acceptable.”
TV providers have already begun to answer the needs of price sensitive consumers with the new Pecka service and Skylink’s TV+ package both finding favour.
