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Pay TV and OTT video in Central and Eastern Europe: trends and forecasts 2020–2025

19 January 2021 | Research

Martin Scott Jakub Konieczny Olamide Makinde

Forecast report | PPTX and PDF (17 slides); Excel | Video, Gaming and Entertainment

"Future revenue growth prospects for operators in Central and Eastern Europe centre around OTT video services."


The COVID-19 pandemic has significantly affected the pay-TV and OTT video markets in Central and Eastern Europe. Most significantly, it has increased consumers’ willingness to pay for and stack OTT video services. Retail revenue from TV and video services (traditional pay-TV plus operator OTT services) in 2025 will be EUR6.31 billion (EUR256 million higher than that in 2020).

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 16 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

Region modelled:

  • Central and Eastern Europe

Countries modelled individually (additional in-depth coverage is provided for those in bold):

  • Bulgaria
  • Croatia
  • Czech Republic
  • Estonia
  • Hungary
  • Latvia 
  • Lithuania 
  • Montenegro 
  • Poland
  • Romania
  • Russia
  • Serbia
  • Slovakia
  • Slovenia
  • Turkey
  • Ukraine


  • 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)

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