The number of viewers accessing television channels through Pay-TV operators has been in recent years on the rise, driven in large part by the growing appeal of IPTV. This trend is also being reflected in the 2024 Atmedia Index, a recurring survey study carried out by Atmedia, the sales house representing thematic TV channels on the Czech market.
In 2024, IPTV or cable television was used by 49% of viewers in the 15–69 age group. ‘IPTV has emerged as the leading platform for accessing television content, surpassing both satellite TV – which has steadily lost viewers in recent years – and digital terrestrial broadcasting,’ explains Michaela Suráková, Atmedia’s Managing Director. The Atmedia Index also highlights that the growing IPTV and cable TV market is largely dominated by the Czech Republic’s three major mobile operators – O2 with O2 TV (now rebranded as OnePlay), T-Mobile with Magenta TV, and Vodafone with Vodafone TV. Together, they account for approximately two-thirds of the market.
Czech Pay-TV Subscriptions Now Average Over 400 CZK per Month
In the second half of last year, the average monthly spends on satellite, cable, or IPTV services rose to 424 CZK. ‘In 2024, the cost of Pay-TV exceeded 400 CZK per month for the very first time. Until then, it had remained relatively stable at around 390 CZK for several years,’ notes Michaela Suráková, while adding that several providers raised their prices last year, pushing the average up.
Catch-Up Viewing and Ad-Free Experience
The most commonly cited benefit of Pay-TV services – including O2 TV (now OnePlay), Magenta TV, Vodafone TV, and others – is catch-up viewing, highlighted by 48% of users. Approximately one third of users (32%) value the flexibility of watching content across devices such as computers, tablets and smartphones, while 31% appreciate the ability to stream on multiple devices at the same time. The option to skip advertisements is also a popular feature, mentioned by 31% of respondents.
While today’s viewers prioritise flexibility and convenience, their preferences looked quite different just a few years ago. Back in 2020, the most frequently cited benefit of Pay-TV was an access to channels not available through digital terrestrial broadcasting – mentioned by 44% of viewers. The second most common advantage was the ability to watch programmes retrospectively (36%), followed by HD picture quality (33%).
According to Michaela Suráková, viewers’ motivations naturally evolve over time. ‘Although 30% of Pay-TV users continue to value access to channels not offered via digital terrestrial broadcasting, it is no longer a key driver for subscription. The main benefits now align with an increasing demand for flexibility – enabling viewers to access content at their convenience, across a range of devices and outside traditional broadcast schedules,’ she elaborates.
Recent years have seen these changing viewing habits mirrored in the increased prevalence of time-shifted viewing, as well as a growing number of households consuming television content via alternative devices beyond the traditional TV screen. ‘At the same time, it’s important to emphasise that the vast majority of households continue to watch TV content on the television set – the largest screen in the household. And despite the growth of time-shifted viewing, live television still represents nearly 90% of total TV consumption,’ concludes Michaela Suráková.
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 8,041 respondents from the Czech National Panel (online population aged 15–69). The survey took place in four waves from first to fourth quarter of 2024 (April 5–22, 2024, July 3–23, 2024, October 4–23, 2024, and January 2–21, 2025). Atmedia introduced the Atmedia Index in mid-2021. It offers TV channels, 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 (SVOD) services.
