Despite the proliferation of social networks and the surge in Video on Demand (VoD) services, recent years have affirmed television’s enduring influence as a primary media platform. Current data reveals that Czech TV viewers aged fifteen and above do spend an average of more than four hours a day in front of their TV screens. Notably, almost 90% of this time is spent watching television channels, with last year’s average being at 3 hours and 39 minutes per day.[1]
‘While Czech viewers started to use their TVs more for activities like watching online videos, paid VoD services, and accessing HbbTV and SmartTV applications, their main activity continues to be watching traditional television channels,’ explains Pavel Müller, Head of Research & Marketing at Atmedia – a media sales house currently representing 25 measured thematic television channels on our market. He also points out that last year, an average of 5,7 million Czechs aged fifteen and above did sit in front of their TV screens watching television channels every single day.[2]
Conversely, one quarter of Czech viewers in the same age group do use their TVs for activities beyond traditional channel viewing, totalling over 2 million individuals, a figure that has risen by half a million over the past five years.[3] Moreover, the time allocated to these alternative activities has also seen an uptick. Back in 2019, viewers spent about 17 minutes a day such activities, whereas last year, that time went up to 30 minutes. ‘While the use of television for other activities has been on the rise in recent years, the time dedicated to watching television channels remains more than seven times greater,’ highlights Pavel Müller noting the significant difference, while also explaining that television viewers across all age groups, including the youngest aged 15–34, devote more time to watching television channels than to engaging in other activities.
Rising Popularity of Smart TVs
In recent years, the increased use of televisions sets for activities other than traditional TV viewing aligns with the expanding prevalence of internet-connected TV sets in households. In 2019, 31% of Czech TV households boasted internet-connected TVs, a figure that surged to 52% last year.[4] ‘This increase has led to a notable expansion in the number of viewers who can now access online videos, use VoD services and IPTV operator libraries, alongside engaging with various SmartTV apps and HbbTV, in addition to traditional television channels,’ points out Pavel Müller, emphasising new avenues for consuming video content. He also details that nearly 9 out of 10 Czech households do own a TV set. Additional uses for these sets do include screen mirroring from mobile devices, playback of video content from DVDs, Blu-rays, USBs, and other external media, as well as listening to music and gaming through connected consoles.
Dramatic TV shows, including movies and series, do hold the top spot as the most popular genre among Czech viewers, making up 44% of the total viewership. Viewers aged fifteen and older spend do more than ninety minutes per day in front of these shows on their screens. Following closely are entertainment programs like reality TV, which account for 14% of television viewing time. News programs did rank third, comprising 13% of the total viewership.[5]
[1] ATO – Nielsen, Live + TS0–7, Other Activities, 2023, ATS / Day, TG 15+
[2] ATO – Nielsen, Live + TS0–7, 2023, Reach 000 / Day, TG 15+
[3] ATO – Nielsen, Other Activities, 2019, 2023, Reach 000 / Day, TG 15+
[4] ATO – Nielsen, Continual Survey, 2019, 2023, TV Households
[5] ATO – Nielsen, Live + TS0–7, 2023, ATS, TG 15+
