There is a growing trend among Czechs to opt for Pay-TV operators as their preferred choice for television consumption. The H1 2023 results of the Atmedia Index survey study, carried out by Atmedia, a media sales house of thematic TV channels, do indicate that 56% of viewers aged 15–69 now hold a Pay-TV subscription. It reflects a two-percentage-point increase compared to figures recorded two years ago.
“The most notable expansion in recent years has occurred in the realm of IPTV, which has come at the cost of satellite television,” says Pavel Müller, Atmedia’s Head of Research & Marketing, while explaining the upsurge in Pay-TV popularity among Czech viewers. Breaking it down, 61% of Pay-TV viewers do opt for either IPTV or cable TV, with the remaining 39% using the satellite TV.
The majority of Pay-TV subscribers reside in towns with less than a thousand inhabitants, making up 61% of the total. Within this group of viewers, most do predominantly rely on satellite television. In contrast, the smallest percentage of Pay-TV viewers may be found in cities exceeding hundred thousands inhabitants, accounting for a total of 51%, out of which about three-quarters primarily use cable or IPTV.
The average cost viewers pay for the services of satellite, cable, or IPTV operators has remained quite constant over the long haul. In the first half of this year, the average monthly fee stood at 393 CZK – compared to 391 CZK figure observed in the same period last year. “Even in the face of persistently high inflation rates in recent years, there has been a surprising absence of substantial cost increase in Pay-TV services. We shall see how these fees evolve in the latter half of this year and potentially in the year ahead,” notes Pavel Müller.
Growing Interest in an On-Demand TV Viewing
Through its continuous Atmedia Index survey study, Atmedia consistently explores the factors motivating the use of Pay-TV services. The reason that surfaces the most is the actual option to rewatch TV programmes on-demand, a factor of particular importance to 43% of Pay-TV viewers. “Our Atmedia Index survey results reveal this service gaining some greater significance for a number of viewers who do make use of the Pay-TV services. Over the past two years, the amount of respondents mentioning this particular reason increased by six percentage points. Moreover, the heightened interest in watching an on-demand TV is also supported by the official electronic audience measurement data – time-shift viewing is on the rise,” points out Pavel Müller.
Atmedia Index study has also brought to light some further Pay-TV benefits that viewers find valuable. In addition to the actual option of replaying their TV shows, viewers do also appreciate the option to access and watch TV channels which do not air for free, i.e. those outside the digital terrestrial broadcasting. More specifically, 39% of Pay-TV viewers do highlight this particular aspect. Meanwhile, 29% of them prioritise the ability to watch TV on multiple devices at the same time, and an additional 27% do value the flexibility to access TV outside of their TV set – on their computer, laptop, tablet, or mobile phone.
“The first half of this year’s data does indicate some specific shifts in the perception of Pay-TV benefits,” says Pavel Müller, highlighting that in the same period two years ago, the first two reasons were the same, albeit in a reverse order. The third most frequently cited benefit was the option to enjoy the shows in HD quality, a reason that has since slid down to the fifth place this year. “Several benefits, such as the high broadcast quality, are currently deemed as standard by a number of viewers. As a result, they often tend to acknowledge some other benefits. Apart from those previously mentioned ones, they frequently highlight the option of watching movies and series offered by IPTV operators! Video libraries,” adds Pavel Müller.
About the Survey Research
The survey research for Atmedia – sales house of thematic TV channels – was carried out by the ResSOLUTION research company / Nielsen using the CAWI method. 3,898 respondents (online TV population aged 15–69, familiar with their TV reception type) from the Czech National Panel entered the questionnaire survey. The survey took place in two waves for the first and second quarters of 2023 (Czech Republic: 5th–19th April 2023, 3rd–16th July 2023, 28th–31st July 2023).
Atmedia introduced the Atmedia Index in mid-2021. It offers TV channels, media agencies and other interested parties a comprehensive data, information and insight into three researched areas: (1) TV channels’ quality evaluation through the eyes of their viewers, (2) use of PAY-TV and FREE TV, (3) use of paid video on demand (VOD).
