The popularity of Video-on-Demand (VoD) services in the Czech Republic continues to grow, especially among viewers aged 25–34. However, this trend spans across all age groups, as evidenced by the latest findings from the Atmedia Index survey study for the first half of the year. This study, conducted by the Atmedia sales house, which represents 25 thematic TV channels on our market, provides regular insights into television viewing habits.
According to the latest results from the Atmedia Index study for the first half of this year, 47% of Czechs aged 15–69 now actively use at least one streaming service. This is an increase of five percentage points compared to the second half of last year. ‘The number of users of streaming services such as Netflix, Voyo, or Max grew quite significantly during the first six months of this year – specifically by 300,000, reaching 3.1 million users,’ notes Pavel Müller, Senior Head of Research & Marketing at Atmedia.
The first half of this year saw the most significant growth in user numbers among the five most frequently used streaming services on the Czech market: Netflix, Voyo, Disney+, Max, and Prima+. ‘Some of these platforms increased their user base by as much as 200,000,’ says Pavel Müller, adding that other streaming services, on the contrary, lost some of their viewers. Netflix continues to lead the Czech market in terms of user numbers, with two-thirds of all streaming service subscribers opting for the platform. In comparison, the next four largest paid Video-on-Demand (VoD) services each attract between 17% and 36% of the total streaming audience. ‘It’s also important to point out that a user does not necessarily mean a paying customer. Some users have access to these platforms through shared accounts,’ comments Pavel Müller.
Average Daily Time Spent on VoD Services Surpasses One Hour
The rising interest in paid VoD services is reflected in the fact that most Czech users do not settle for just one streaming platform but instead subscribe to multiple services simultaneously. According to the latest Atmedia Index research for the first half of this year, the average user subscribes to two services. Nearly half of streaming service users access content on these platforms daily or nearly every day, while over a third do so several times a week. Women and younger demographics are the most active viewers, with more than half of those aged 25–34 engaging with content daily or almost daily, closely followed by users aged 35–44 and Generation Z (15–24 years old).
‘Czech users of paid VoD services do spend an average of 1 hour and 6 minutes a day watching content, which amounts to approximately 8 hours per week,’ reveals Pavel Müller. He adds that, in addition to the average time spent watching paid VoD services, the Atmedia Index study also provides figures for individual streaming services, specifically for the five most popular platforms on the Czech market. ‘For paid VoD services, it’s not only the number of users that is crucial but also the amount of time they dedicate to watching content. This is why we expanded the Atmedia Index survey to cover this area at the beginning of this year,’ explains Pavel Müller.
Atmedia Index
The survey research for Atmedia – sales house of thematic TV channels – was carried out by the ResSOLUTION research company using the CAWI method. The survey involved 4,012 respondents from the Czech National Panel (online population aged 15–69). The survey took place in two waves during the first and second quarters of 2024 (April 5–22, 2024, and July 3–23, 2024). Atmedia introduced the Atmedia Index in mid-2021. It offers media agencies and other interested parties a comprehensive data, information and insight into two researched areas: (1) use of Pay-TV and Free-to-Air TV, and (2) use of paid video on demand (VOD) services.
