Pay TV and streaming video in Austria: trends and forecasts 2023–2028

10 April 2024 | Research

Martin Scott

Forecast report | PPTX and PDF (4 slides); Excel | Video, Gaming and Entertainment

"The total number of pay-TV RGUs will fall by 10% between 2022 and 2028 to 2.4 million connections while the number of streaming video RGUs will increase from 2.8 million to 5.0 million over the same period."


The Austrian pay-TV market consists of a number of small cable-TV players alongside the incumbent A1 and several European multinationals. The number of streaming video revenue generating units (RGUs) will almost double between 2022 and 2028 while the number of pay-TV RGUs will decline.

This report provides detailed 5-year forecasts for the adoption of pay-TV and streaming video services in Austria. It includes data on key metrics, describes key market developments and analyses operators’ strategies.


Geographical coverage and key metrics

Geographical coverage


Key metrics

Country modelled

  • Austria

Companies discussed in this report

  • A1
  • CANAL+
  • Drei
  • Liwest
  • Magenta (Deutsche Telekom)
  • Sky


  • Revenue generating units (RGUs)
  • Retail revenue (spend)
  • Average retail revenue per RGU (ARPU)

Pay TV is split by the following access technologies:

  • cable (CATV)
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator streaming video
  • third-party streaming

Streaming video is split as follows:

  • RGUs and households
  • Retail revenue
    • operator direct-to-consumer (D2C)
    • third-party via operator sales channels
    • third-party D2C
  • Ad-tier or full-price tier

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