TV markets in Central and Eastern Europe (CEE) are booming, with strong growth in multichannel households, viewing time and revenues. Fuelled by this rapid growth, the rules of the game are changing and competitive pressure is increasing. With digital terrestrial TV (DTT) and over-the-top TV (OTT) on the horizon, who will be the winner of the ongoing platform competition?
Television markets in the CEE region have experienced rapid growth in recent years. The number of multichannel TV households (households that can receive cable or satellite television, as well as terrestrial channels) grew by almost 50 percent and the share of Pay TV increased to over 40 percent between 2008 and 2010. Demand for multichannel TV in the region, however, is far from reaching saturation. Market experts, such as Ovum, project further growth in multichannel households of over 50 percent by 2015, which is striking compared to the mere 10 percent forecast growth in Western Europe.
Pay TV providers should benefit the most from this positive trend; they are expected to outperform Free TV competition, to account for almost half of all multichannel households in the CEE region by 2015.