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Pay-TV and OTT video services in Central and Eastern Europe: forecasts and analysis 2013–2018

  • September 2013
  • -
  • Analysys Mason
  • -
  • 45 pages

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The pay-TV market is evolving, and the boundaries between pay-TV services and those that are free to air (FTA are increasingly blurring. Our forecasts take a holistic view of the market in Central and Eastern Europe (CEE, and include paid-for OTT video as well as traditional pay-TV services.

About this report

The pay-TV market is evolving, and boundaries between pay- and free-to-air (FTA) TV services are increasingly blurred. Our forecasts take a holistic view of the market, including paid-for over-the-top (OTT) video as well as traditional pay-TV services.

This Report provides:
• historical and forecast metrics from 2010 to 2018 (see Figure 1)
• an overview of the key trends and drivers in the market
• top-level overviews of the key countries in the region (Czech Republic, Hungary, Poland, Russia and Turkey)
• recommendations for traditional pay-TV operators and content owners/aggregators.
• These forecasts integrate our view on traditional and a more-granular view of OTT video services in Central and Eastern Europe into a single report for the first time.

Countries and regions
The Baltics, Bulgaria, Czech Republic, Hungary, Poland, Romania, Russia, Turkey, Ukraine and ‘the rest of Central and Eastern Europe’

Key metrics
Households, primary services, secondary services, spend, ASPS

Platforms
Analogue cable, digital cable, IPTV, pay DTT, pay analogue terrestrial, satellite (DTH), OTT video

Pay-TV spend segments
Linear programming, pay per view (PPV)/video on demand (VoD).
For OTT video services, we also include transactional VoD (TVoD) and subscription VoD (SVoD).

Device categories for OTT video services to the TV set
Games consoles, smart TV sets, Blu-ray and DVD players, media streamers

Our forecasts cover both primary and secondary pay-TV services

Our forecasts cover both primary and secondary pay-TV services because the average Central and Eastern European household owns more than one TV set.
• We define the primary pay-TV service as the one that is delivered to the primary, or main, TV set, typically in the sitting room. We also refer to these services as ‘pay-TV households’ within this report, because these are the services used to measure household pay-TV penetration rates.
• Secondary pay-TV services are the ones delivered to secondary, or additional, TV sets within the home, such as one in a child’s bedroom. Secondary services include:
- additional pay-TV services from a different provider – for example, a household may use satellite as its primary pay-TV service, but may also receive IPTV on another TV set, having subscribed to a multi-play bundle from their fixed broadband provider
- multi-room services from the same provider.

The term ‘pay-TV services’ includes all primary pay-TV services, as well as all the additional pay-TV services delivered to secondary TV sets. It excludes multi-room services.

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