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Pay TV and OTT video in Central and Eastern Europe: trends and forecasts 2019–2024

Martin Scott Principal Analyst, Research
Jakub Konieczny Research Analyst
Alex Boisot Research Analyst

"The total consumer spend on pay-TV and OTT video services in Central and Eastern Europe will grow from EUR2.3 billion in 2019 to EUR9.5 billion in 2024."

Pay TV in Central and Eastern Europe: trends and forecasts 2017–2022

Operators and pay-TV providers in Central and Eastern Europe will capture EUR1.1 billion of new retail revenue growth by 2024. This report provides an outlook of these growth opportunities and the change in service mix as customers increasingly engage with OTT video services.

This report provides:

  • forecasts for the number of pay-TV households and services, premium OTT video users, their retail revenue (spend) and average spend per user (ASPU)
  • forecasts split by pay-TV platform: cable (analogue and digital), IPTV, pay DTT, satellite and operator OTT; operator OTT and third-party OTT are split by category of OTT video service – linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD
  • forecasts for thirteen individual countries and Central and Eastern Europe as a whole.

This report is complemented by Analysys Mason's Pay TV and OTT video in Western Europe: trends and forecasts.

Geographical coverage and key metrics

Geographical coverage


Key performance indicators

Regions modelled:

  • Central and Eastern Europe


Countries modelled individually

  • Bulgaria
  • Croatia
  • Czech Republic
  • Estonia (NEW)
  • Hungary
  • Latvia (NEW)
  • Lithuania (NEW)
  • Montenegro (NEW)
  • Poland
  • Romania
  • Russia
  • Slovakia
  • Turkey


  • pay-TV households and connections
  • OTT video users
  • retail revenue (spend)
  • ASPU


Pay TV is split by the following access technologies:

  • cable (analogue and digital, CATV)
  • IPTV
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator OTT
  • third-party (non-operator) OTT


OTT video is split as follows:

  • linear – channels (paid-for and free)
  • linear – events
  • TVoD – (rental and ownership)
  • SVoD (paid-for and free)