The number of users of streaming services has exceeded 3 million, spending more than an hour a day watching them
14 August 2024, Prague:
The popularity of VoD services in the Czech Republic continues to grow, especially among people aged 25-34. However, the popularity of these services is spreading across all age groups, as confirmed by the results of the Atmedia Index research for the first half of this year. This research is regularly conducted by the media agency Atmedia, which commercially represents 25 thematic TV stations on the Czech market.
According to the latest results of the Atmedia Index research for the first half of this year, 47% of Czechs aged 15-69 actively use at least one streaming service, which is five percentage points more than in the second half of last year. “The number of users of streaming services such as Netflix, Voyo or Max has increased significantly in the first six months of this year – specifically by 300,000 to a total of 3.1 million,” says Pavel Müller, Senior Head of Research & Marketing at Atmedia.
The five most used streaming services on the Czech market – Netflix, Voyo, Disney+, Max and Prima+ – recorded the most significant growth in users in the first half of this year. “Some of these services improved by up to 200,000 users,” Pavel Müller points out, adding that other services lost some viewers. In the long term, Netflix has the most users on the Czech market, with two-thirds of all users of streaming services. The other four largest paid VoD services are used by a smaller number of users, ranging from 17% to 36%. Some users have access to these platforms through shared accounts,” adds Pavel Müller.
Users spend more than an hour a day on VoD services.
The growing interest in paid VoD services is also reflected in the fact that most Czech users do not use just one service, but often more. According to the results of the Atmedia Index research for the first half of this year, the average user uses two streaming services. Almost half of users watch content on these platforms daily or almost daily, while more than one third watch at least several times a week. Women and the younger generation are the most active viewers, with more than half of users aged 25-34 watching content on these platforms daily or almost daily, followed by users aged 35-44 and Generation Z (15-24).
“Czech users of paid VoD services spend on average 1 hour and 6 minutes a day watching them, which is approximately 8 hours a week,” says Pavel Müller. He further explains that the Atmedia Index research includes not only the average time spent watching paid VoD services, but also detailed data for individual streaming platforms, especially the five most used in the Czech Republic. “For paid VoD services, it is not only the number of users that is important, but also the time they spend watching content. That’s why earlier this year we expanded the Atmedia Index research to include this area,” explains Pavel Müller.
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