The Czech Republic's IPTV market is experiencing significant growth, with a notable increase in pay-TV subscriptions. Research from the atmedia index reveals that IPTV has overtaken satellite and terrestrial TV as the most popular platform. Last year, a remarkable 49% of viewers aged 15-69 used 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.
Dominating the market are three mobile phone companies: O2 with O2 TV (now Oneplay), T-Mobile with Magenta TV, and Vodafone with Vodafone TV, collectively controlling roughly two-thirds of the market share. The average monthly pay-TV expenditure reached a record high of CZK 424 in the second half of last year, exceeding CZK 400 for the first time. “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, attributing this to several price increases implemented by service providers.
Consumer preferences are shifting. While access to channels unavailable via terrestrial broadcasting was a top priority in 2020, the focus has changed. Now, 48% of viewers cite the ability to watch shows retrospectively as the main advantage, followed by multi-device access (32%) and simultaneous viewing (31%). The ability to rewind ads is also a popular feature, appealing to 31% of viewers. Suráková explains this evolution: “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 currently represents 20 channels in the Czech Republic.