A recent VideoTrack study by WPP Media reveals Netflix's dominance in the Central and East European (CEE) streaming market. The research highlights the significant impact of Smart TV usage on on-demand video consumption and the persistent issue 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,” explains Izabela Albrychiewicz, WPP Media CEO CEE – VideoTrack.
The study reveals interesting regional variations. In Romania, a strong link exists between streaming providers and pay-TV operators, with almost 40% of SVOD customers subscribing through television operators. Telecommunications companies also play a crucial role, particularly among younger viewers. Polish and Hungarian users show high loyalty to streaming services, while Czech viewers switch platforms more frequently.
Online viewing of movies and series is prevalent, ranging from 78% in Romania to 87% in Poland. Streaming platform penetration is high, yet torrent usage persists, particularly in the Czech Republic where one in three internet users still downloads video content. Interestingly, a correlation exists between paid streaming adoption and torrent usage; Poland boasts the highest rate of paying for video content (70%), while the Czech Republic has the lowest.
The rise of streaming has reduced traditional TV viewership. Over five years, general TV viewing time dropped by 12-14% in Poland, the Czech Republic, and Romania, and by 6% in Hungary. Among 15-24-year-olds, viewing time has halved in Poland and Hungary over the past decade. Despite this, pay-TV remains strong, with high penetration rates across the region, suggesting limited cord-cutting.
Viewers in the CEE region primarily access VOD services on TV screens, with Smart TV penetration varying across countries. Netflix and YouTube are the most popular Smart TV apps, although local preferences and investment in local production influence rankings, as seen with Prime Video’s prominence in Poland.