Czech audiences today no longer perceive television and streaming services as separate platforms, but rather as two parts of the same content offering between which they naturally switch. According to the atmedia index research conducted by Atmedia, which represents 20 thematic TV channels on the Czech market, viewers switch between television channels and streaming services depending on their mood, the type of programme and the origin of the content. While television is primarily sought out for local production and topicality, streaming is chosen for international content, exclusive titles and greater viewing flexibility.

‘While just a few years ago these two worlds appeared to be competing with each other, today it is clear that reality is far more nuanced,’ says Michaela Suráková, Managing Director of Atmedia, which regularly conducts the atmedia index research focusing on the use of paid TV and paid VoD services, as well as the media behaviour of Czech audiences.

Data from the atmedia index show that viewers loyal to just one platform represent only a small share of the Czech population. Some 42% of Czechs watch television channels and streaming services equally often, while 45% prefer television but are gradually finding their way to paid VoD services as well. Only 12% of viewers rarely switch on television and primarily watch streaming services. According to Michaela Suráková, Czech audiences often do not even consciously distinguish whether they are watching a television channel or a streaming service. ‘They simply want to watch what interests them. That does not mean, however, that they use television and streaming in the same way. Each platform is typically chosen for a different reason and a different type of content.’

Viewers Turn to TV Channels Primarily for Local Content

This is particularly evident in preferences regarding the origin of content. ‘In simple terms, viewers tend to turn to TV channels primarily for local content, while they look to streaming services for international titles,’ explains Michaela Suráková. Predominantly Czech and Slovak content is watched on television by 39% of viewers, while only 10% mainly prefer international titles on TV. On streaming services, the situation is reversed: 38% of users favour international content, while just 15% primarily seek out local productions. Around half of viewers on both platforms, however, say they watch local and international programmes equally often or do not consider the origin of content at all.

Viewers Tend to Look for Exclusive Content on Streaming Platforms

A similar pattern can be observed when it comes to exclusive programmes, such as original productions available only on a specific platform. ‘This type of content is more often sought out by viewers on streaming services rather than on TV channels,’ says Michaela Suráková. Exclusive content is primarily watched by 25% of users of paid VoD services, while 30% prefer generally available content and the remaining 45% watch both types of programmes roughly equally or do not actively distinguish between them. Among television viewers, interest in exclusive content is lower: only 13% mainly watch exclusive programmes, while 43% primarily follow generally available content and 44% watch both types equally or do not consider this distinction at all.

Films and Series Are the Top Choice on Both Platforms

Despite all the differences, television and streaming audiences agree on what they enjoy watching most: on both platforms, films and series clearly rank as the number one content choice. Films are watched by 58% of television viewers and 75% of streaming users, while series are followed by 50% of television viewers and 72% of users of paid VoD services. In terms of genres, comedies and crime programmes lead across platforms, followed by action titles, detective shows and entertainment programmes.

Alongside films and series, viewers also turn to TV channels for news programming, watched by 48% of viewers. ‘Television continues to hold a strong position when it comes to content built around topicality or shared viewing experiences,’ notes Michaela Suráková, adding that this category traditionally also includes popular sports broadcasts, documentaries and entertainment shows. Streaming services, by contrast, see strong interest in documentary content alongside films and series, watched by 37% of their users. Entertainment formats such as reality shows also attract a significant share of the audience.

Two Platforms, One Audience

The results of the atmedia index research show that Czech audiences watch both TV channels and streaming services, seeking different types of content on each platform. Television remains the place for trusted local production, up-to-date content, an overview of current events and strong shared viewing moments, while streaming primarily offers a broad range of international productions, original titles and the flexibility to watch content anytime and anywhere. As a result, the two worlds coexist and complement each other, allowing viewers to choose each platform according to the type of content they are looking for at any given moment.

The research for Atmedia, the media representative for thematic television channels, was conducted by the research agency ResSOLUTION using the CAWI method. A total of 2,002 respondents from the Czech National Panel (an online population aged 15–69) participated in the survey. Data collection took place during the period 20th June – 1st July 2025. Atmedia introduced the atmedia index in mid-2021. It provides television channels, media agencies, and other interested parties with comprehensive data, insights, and information in two key areas: (1) the use of paid and free-to-air television, and (2) the use of paid video-on-demand (VOD) services.

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