Three companies hold two-thirds of IPTV customers in the Czech Republic.
Research from the atmedia index show a growing trend in the number of subscribers signing up to pay-TV, particularly IPTV.
Last year, 49% of viewers aged 15-69 utilized IPTV or cable TV services. “IPTV has now become the most used platform for receiving TV broadcasts, surpassing satellite TV and terrestrial digital broadcasting,” says Michaela Suráková, Managing Director at Atmedia.
The leading players are all mobile phone companies. O2 with O2 TV (now Oneplay), T-Mobile with Magenta TV, and Vodafone with Vodafone TV, together covering approximately two-thirds of the market.
Payments for pay TV exceeded CZK 400 per month for the first time in the second half of last year, with the average monthly expenditure on these services rising to CZK 424. “In 2024, the monthly payment for pay TV surpassed CZK 400 for the first time, having previously stagnated around CZK 390 per month,” says Suráková, noting several price increases among service providers last year.
According to customers of O2 TV (now Oneplay), Magenta TV, Vodafone TV, and other similar services, the main advantage of pay-TV is the ability to watch TV shows retrospectively, as stated by 48% of viewers. Additionally, 32% appreciate being able to watch on multiple devices such as PCs, tablets, and mobile phones, while 31% value the option to view content on multiple devices simultaneously. Another commonly mentioned benefit is the ability to rewind ads, noted by 31% of viewers.
While current audiences value flexibility and convenience, earlier surveys revealed different priorities. In 2020, the primary reason for choosing pay TV was access to stations unavailable via digital terrestrial broadcasting, cited by 44% of viewers. This was followed by the ability to watch content retrospectively (36%) and HD image quality (33%).
Michaela Suráková explains that viewer motivations change over time. “Although the ability to access TV stations not available on digital terrestrial broadcasting is still valued by 30% of pay TV users, it is no longer a primary reason for subscribing to these services. Viewers now prioritize benefits that enable them to watch content anytime and anywhere, regardless of broadcast timing or device type,” she explains.
Atmedia represents 20 channels available in the Czech Republic.
