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Pay TV and OTT video in Central and Eastern Europe: trends and forecasts 2018–2023

Martin Scott Principal Analyst, Research
Rémy Giraud Analyst, Research

"The pay-TV market in CEE will grow from EUR5.90 billion in retail revenue in 2018 to EUR6.64 billion in 2023, but this growth conceals structural changes that will deflate market value after this date."

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

This forecast unites our traditional and OTT video forecasts for Central and Eastern Europe (CEE) into a single forecast because these services cannot be viewed in isolation. Full-price pay-TV services are being launched over unmanaged IP (for example, OTT), and from a consumer point of view, these services are the same, or better, than the services that they received over traditional accesses such as cable and satellite.

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 nine 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 2018–2023.

Geographical coverage and key metrics

Geographical coverage


Key performance indicators

Regions modelled:

  • Central and Eastern Europe


Countries modelled individually

  • Bulgaria
  • Croatia
  • Czech Republic
  • Hungary
  • Montenegro
  • 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)