Nearly half of Czech TV viewers feel they spend more time than they’d like choosing what to watch, with the problem even more acute on streaming platforms, according to the latest Atmedia Index research.
The study, based on an online survey of 2,002 respondents aged 15–69, found that 46% of television viewers say selecting a programme on TV regularly takes longer than they would prefer. Among users of streaming services, 93% say they spend a long time choosing content at least sometimes, and 60% say it happens in most or about half of cases. Average decision time on streaming is 16 minutes, rising to as much as 30 minutes for some users.
When selection drags on, 28% of streaming users end up abandoning viewing altogether in favour of other activities. A further 25% stop searching and simply play something that catches their eye. Some 15% switch back to traditional TV broadcasting, while 9% move to a competing service. Others look for help: 15% seek inspiration online and 6% turn to recommendations from friends and acquaintances.
Atmedia managing director Michaela Suráková said the findings underline the “paradox of choice” in a market with dozens of free-to-air channels, additional pay-TV offerings and deep streaming catalogues. She argued that the key challenge for both streaming platforms and broadcasters is not just attracting viewers but keeping their attention with content that is high-quality, relevant and easy to find.
The research also suggests that curated content and clear schedules remain an advantage for traditional TV. Suráková pointed to the role of linear channels – including FAST services combining streaming delivery with a channel-like line-up – in helping viewers navigate an environment saturated with content.
