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17 Jan 2018

Pay TV Market in CEE Still Growing Despite Challenges, Says IDC

FOR IMMEDIATE RELEASE, Prague – At the end of 2017, pay TV penetration among Central and Eastern Europe (CEE) households was estimated at 74%, according to the Central and Eastern Europe Pay TV 2016–2021 Forecast published by global IT market research firm International Data Corporation (IDC). Total CEE subscribers numbered 76.2 million across cable, satellite, IPTV, and DTT services. Cable, which accounted for 46.6% of this total, remains the primary method of pay TV distribution across much of the region. IDC expects that IPTV will continue to have the highest subscriber growth rate, however.

The CEE pay TV market is facing various challenges, including intensifying competition, piracy, and regulatory issues. Content is the primary "glue" that keeps subscribers onboard. Local content strongly influences the adoption of over-the-top services. Due to the relatively fragmented CEE market, global players have started scaling investments for individual countries.

Multiplay offerings also represent a significant opportunity for telcos, which are expanding their TV portfolios as they join the race to deliver non-linear and multiscreen services. TV is being offered as part of triple-play or quad-play bundles. Broadcasters are looking for hybrid solutions, such as satellite broadcast of linear channels with online delivery of other services. Service providers are increasingly focusing on delivering connected, interactive, and seamless pay TV experiences across multiple devices.

The use of big data analytics to deliver targeted or personalized advertising will similarly have a big impact on the TV business, as will the use of social networks as distribution channels. The uptake of ultrafast broadband in the region will also be important in influencing the future of digital video. "The Central and Eastern Europe pay TV market is growing, although slightly. Operators across the region are using advanced digital services to provide increasingly innovative products," says Dušanka Radoničić, senior research analyst at IDC CEMA. "The application of digital technologies is fundamentally impacting all aspects of consumer experience. Cloud, mobile, big data analytics, and social media will continue to drive innovation in the pay TV space."


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For more information, please contact Dušanka Radoničić at


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