Despite the growing number of Pay-TV subscribers in the Czech Republic in recent years, a significant proportion of viewers continue to watch only Free-to-Air channels available via digital terrestrial broadcasting. Specifically, this applies to 32% of TV viewers aged 15–69. For more than one-third of them, the main reason is their unwillingness to pay for television services. These findings come from the Atmedia Index survey for H1 2026, conducted by Atmedia, the sales house representing thematic TV channels on the Czech market.

The share of viewers relying exclusively on Free-to-Air TV channels has been declining in recent years. While 45% of viewers aged 15–69 used digital terrestrial broadcasting as their primary source of TV reception in 2021, the figure stands at 32% today. ‘The main reason why some viewers do not subscribe to Pay-TV services is the sufficient range of TV channels available through digital terrestrial broadcasting. This reason is cited by 44% of terrestrial TV viewers,’ says Michaela Suráková, Managing Director at Atmedia. She also points out that the importance of this factor has declined over time, having been mentioned by 69% of these viewers five years ago.

The range of Free-to-Air channels available on the Czech market remains extensive. Of the 55 TV channels currently measured, 34 are available via digital terrestrial multiplexes and can therefore be viewed free of charge. ‘A significant proportion of TV viewers still rely on digital terrestrial broadcasting, which is why it remains relevant for broadcasters. This is also reflected in the launch of new nationwide TV channels following the transition to the DVB-T2 standard. Warner TV is one such example,’ adds Michaela Suráková.

Viewers Without Pay-TV Consider CZK 150 per Month an Acceptable Price

The second most common reason why viewers continue to rely on digital terrestrial broadcasting is their reluctance to pay for television content. This reason is cited by 35% of viewers who watch only Free-to-Air TV channels, while one in five consider Pay-TV services too expensive. ‘Some viewers are highly price-sensitive, and pricing plays a key role in their decision on whether to subscribe to Pay-TV services. That is why we regularly conduct a pricing test as part of the atmedia index survey,’ explains Michaela Suráková.

According to the H1 2026 results, viewers who currently watch only Free-to-Air TV channels would be willing to pay between CZK 115 and CZK 200 per month for Pay-TV services, with the optimal price point standing at CZK 150. At this price, they expect access to more than 100 TV channels, with at least two-thirds broadcasting in HD quality. They also consider features such as time-shifted viewing, multi-device access and content recording for later viewing to be standard.

Terrestrial Broadcasting Is Most Popular in Small and Mid-Sized Towns

The atmedia index survey also examined where viewers who watch only Free-to-Air TV channels are most likely to live. Digital terrestrial broadcasting has the highest penetration in smaller towns with up to 20,000 inhabitants and in municipalities with populations between 20,000 and 100,000, where it is used by 33% of viewers in both cases. Its prevalence is lower in cities with more than 100,000 inhabitants, where it is used by 27% of viewers.

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 4,085 respondents from the National Sample (online population aged 15–69). The survey was conducted in two waves from the first to the second quarter of 2026 (April 1–13, 2026, July 2–16, 2026). Atmedia introduced the Atmedia Index in mid-2021. It offers TV channels, media agencies and other interested parties comprehensive data, information and insight into two research areas: (1) use of Pay-TV and Free-to-Air TV, and (2) use of paid video on demand (VOD) services.

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