Netflix holds a leading position in the Central and East Europe (CEE) streaming market, with the growth of Smart TV usage significantly influencing on-demand video consumption, according to a new VideoTrack study by WPP Media.
The study looks at the growth in Smart TV adoption, the role of Netflix, and the ongoing problem of online piracy.
“CEE is a region where global trends blend with regional specifics. Paid streaming, although not everyone predicted its success here, effectively competes for customers and currently coexists harmoniously with the pay TV market. News of cord-cutting reaches us from across the ocean but isn’t reflected in the behaviour of customers in the region. This preserves television consumption as such.” The downward trend is milder than in Western markets,” says Izabela Albrychiewicz, WPP Media CEO CEE – VideoTrack.
In Romania, there is a significant bond between streaming providers and pay-TV operators, as almost 40% of SVOD customers purchase their streaming services via television operators. 37% of Romanian internet users obtain streaming subscriptions through pay-TV providers, especially among viewers aged 55 and older. Telecommunications companies also play a significant role in distributing streaming subscriptions, with younger viewers more likely to choose this option.
The study also notes that Polish and Hungarian users demonstrate particularly high rates of loyalty to streaming services, while Czech viewers tend to switch between platforms more frequently.
Online viewing of movies and series is widespread in the CEE region. According to the research, the proportion of internet users watching professional video content online ranges from 78% in Romania to 87% in Poland.
Most internet viewers use streaming platforms, with penetration ranging from 72% in the Czech Republic to 90% in Poland. However, torrent usage persists; in the Czech Republic, one in three internet viewers still downloads long-form video content, whereas this figure has dropped to 9% in Poland.
There appears to be a correlation between paid streaming adoption and torrent usage. The Czech Republic reports the lowest rate of paying for video content, while Poland has the highest, with 70% of internet viewers at least occasionally paying for access to films and series. Long-term SVOD subscriptions are most prevalent in Poland and Hungary, while Czech users show higher rates of switching between services.
The increase in streaming usage in the CEE region has led to a reduction in traditional TV viewership: over five years, general TV viewing time declined by 12-14% in Poland, the Czech Republic, and Romania, and by 6% in Hungary. Among those aged 15-24, viewing time has halved over the past decade in Poland and Hungary. Despite the decline, the pay-TV segment remains prominent—penetration rates are 90% in Romania and Hungary, and 75% in Poland, with limited evidence of widespread cord-cutting.
Viewers in Poland, the Czech Republic, Hungary, and Romania primarily access VOD services on TV screens, with Smart TV users representing 52% in the Czech Republic and 61% in Romania. TV remains the preferred device for online viewing across age groups.
Netflix and YouTube are the most commonly used Smart TV applications, with global brands dominating rankings in Poland due to greater investment by international streaming services. Local preferences are reflected in individual market rankings, such as the prominence of Prime Video in Poland, attributed to investment in local production.
