Television remains at the heart of Czech households. In 2025, 86% of households owned a television, and another 4.4% of Czech households watched television content on other devices, such as computers, tablets, or mobile phones. Overall, television content is consumed by 9 out of 10 Czech households.

Source: ATO–Nielsen, Continuous Research, 2025

In recent years, the number of TV households with an internet-connected television has been increasing—currently, 59% of households have one, compared to just 35% in 2020. In addition to watching TV channels, viewers are increasingly using their televisions for other activities, such as watching YouTube, paid VoD services, or listening to music. However, watching TV channels remains by far the most common activity.

Source: ATO–Nielsen, Continuous Research, 2025

Television remains a strong medium with a wide reach. Two-thirds of TV viewers aged 15+ watch it daily, totaling 5.4 million people. At least once a week, 84% of viewers turn on the TV, and at least once a month, even 92% do. TV reach varies across different age groups. For example, in the 35–44 age group, 58% of viewers watch television daily, while in the 45–54 age group, the figure is 72%.

Zdroj: Source: ATO–Nielsen, Live + TS0–7, 2025, Reach, TG 15+, 35–44, 45–54

The strength of television is also reflected in the amount of time viewers spend watching it—viewers aged 15+ watch an average of 3 hours and 30 minutes per day! Differences are again observed across demographic groups. Viewers aged 45–64 spend an average of 3 hours and 49 minutes per day watching TV, while those aged 25–44 watch for 1 hour and 48 minutes per day.

Source: ATO–Nielsen, Live + TS0–7, 2025, ATS/day, TG 15+, 25–44, 45–64

Czech TV viewers aged 15+ spend an average of 3.5 hours per day watching television. However, this viewing time varies throughout the year, with the highest audience levels typically occurring in the winter months, when people spend more time at home. Differences are also observed within the week—viewers spend the most time watching TV on weekends, especially on Sundays, when the average viewing time reaches 4 hours and 9 minutes..

Source: ATO–Nielsen, Live + TS0–7, 2025, ATS/day, TG 15+

Despite the growing popularity of time-shifted viewing, live viewing remains the dominant way of consuming television content. Time-shifted viewing accounts for 14% of total TV viewing. Moreover, 90% of this time-shifted viewing occurs within the first three days after the original broadcast, which is the period included in the so-called official TV currency (Live + TS0–3).

Source: ATO–Nielsen, Live + TS0–7, 2025, Rating 000, TG 15+

Czech viewers aged 15+ spend an average of more than 4 hours per day in front of television screens. Of this time, 85% is spent watching linear TV. The remaining 15%—an average of 37 minutes per day—is devoted to so-called other activities, such as watching YouTube and paid VoD services, listening to music, or playing games. These alternative uses of the television are more common among younger viewers; however, even for them, watching TV channels remains the dominant activity on the television.

Source: ATO–Nielsen, Live + TS0–7, Other Activities, 2025, ATS/day, TG 15+

Local content accounts for 31% of the total broadcast time across all measured TV channels. Other frequently represented productions include European and North American content. The share of local production varies significantly not only between individual TV channels but also by program genre. A high share of domestic production is especially typical for formats such as news.

Source: ATO–Nielsen, Live + TS0–7, 2025, Duration by Country of Origin, TG 15+

Although local content accounts for less than a third of the total broadcast time, it contributes 57% of total TV viewership. This translates to Czech viewers aged 15+ spending approximately two hours per day watching local programs. This clearly demonstrates the strong connection of the audience to domestic production, which maintains a stable position across genres and represents a key pillar of programming on many TV channels.

Source: ATO–Nielsen, Live + TS0–7, 2025, ATS by Country of Origin, TG 15+

Movies and series are among the most popular television content—Czech viewers aged 15+ spend 45% of their total TV viewing time on them. Entertainment programs, such as reality shows, come in second (14%), followed by news programs (13%). The share of each genre in total viewership varies across demographic groups—for example, men watch news and documentary programs more often, while women devote more time to drama and entertainment programs.

Source: ATO–Nielsen, Live + TS0–7, 2025, ATS by Program Type, TG 15+

The popularity of individual program genres is also confirmed by the ranking of the 100 most-watched programs. On the top two spots for 2025 were movies and series, and news programs—each of these formats occupied 43 out of 100 positions. Sports programs took third place with 8 positions. The vast majority of the top 100 most-watched programs consist of local productions..

Zdroj: Source: ATO–Nielsen, Live + TS0–7, 2025, Rating, TG 15+

The three largest TV channels—ČT1, Nova, and Prima—together account for 45% of viewership among viewers aged 15+. Another 46% is attributed to other free-to-air TV channels, giving this category a total share of 91%. Pay TV channels, available only through subscription operators, account for 3% of viewership. The remaining 6% is made up of unmeasured channels that are not included in the official TV audience measurement.

Source: ATO–Nielsen, Live + TS0–3, 2025, Share, TG 15+

The three largest TV groups—ČT, Nova, and Prima—have very balanced viewership shares among viewers aged 15+. In commercial target groups 15–54 and 18–69, the differences between the TV groups are more pronounced. A detailed overview can be found in the full version of the study.

Source: ATO–Nielsen, Live + TS0–3, 2025, Share, TG 15+

For example, one of the players in the Czech TV market—Atmedia—reaches an average of 4.2 million viewers aged 4+ per month through its thematic TV channels. Its portfolio currently includes 20 channels targeting different audience groups and genres. The largest among them are JOJ Family, FilmBox, and CS Film.

Source: ATO–Nielsen, Live + TS0–3, 2025, Reach 000, TG 4+

Viewers of thematic TV channels from Atmedia’s portfolio spend an average of 1 hour and 7 minutes per day watching them. For other TV groups, this time can reach over two hours per day. Differences are also observed between individual channels—while viewers spend less than an hour per day on some channels, they spend nearly 2 hours per day on others.

Source: ATO–Nielsen, Live + TS0–3, 2025, ATSR/day, TG 18–69

For example, thematic TV channels from Atmedia’s portfolio have a balanced audience composition, with 52% women and 48% men. For most other TV groups, women also make up the majority. However, audience composition varies depending on the focus of each channel—based on how they are positioned and the type of programs they offer. Sports channels, for instance, predominantly attract male viewers, who account for roughly two-thirds of the audience. Audience composition can also be analyzed in terms of age, education, or socioeconomic status. A detailed overview is available in the full version of the study.

Source: ATO–Nielsen, Live + TS0–3, 2025, Profile, to TG 18–69

Across all measured TV channels in the Czech Republic, approximately 10.4M advertising spots are aired per year. Traditionally, the lowest number of advertising spots is broadcast in the first quarter of the year.

Source: ATO–Nielsen, Live + TS0–3, 2025, Count, excluding foreign-language content

TV advertising is primarily traded based on so-called GRPs (Gross Rating Points), which represent 1% of the audience reached within a defined target group. All measured TV channels in the Czech Republic deliver approximately 1.8M GRPs to TV advertisers over the course of a year in the TG 18–69. The highest volume is delivered in the final quarter of the year—the so-called Golden Quarter, which is the most attractive period for many brands in terms of sales.

Source: ATO–Nielsen, Live + TS0–3, 2025, TRP 30s block, TG 18–69, excluding foreign-language content

Annual investment in TV advertising across measured TV channels amounts to several billions of CZK. Detailed data on the size of the TV advertising market and its development are available in the full version of the study.

Food retail chains and food & beverage manufacturers have long been among the largest TV advertisers—nearly one quarter of all delivered GRPs in the TG 15+ comes from this segment. Banks and insurance companies are also major TV advertisers (10%), and pharmaceuticals represent another important sector (8%). A detailed overview is available in the full version of the study.

Source: ATO–Nielsen, Live + TS0–3, 2025, TRPL 30s block, TG 15+, excluding foreign-language content

The Czech TV advertising market is essentially a duopoly, as the majority of GRPs are delivered to advertisers by two players—TV Group Nova and the Media Club sales house, owned by TV Group Prima. Together, they deliver over 90% of GRPs in the main commercial target groups 18–69 and 15–54. This duo is complemented by Atmedia, the sales house for thematic TV channels. While the public broadcaster ČT has a high share of viewership, its advertising opportunities are legally significantly limited.

Source: ATO–Nielsen, Live + TS0–3, 2025, TRPL 30s block, TG 18–69, excluding foreign-language content