A new study by VideoTrack CEE (WPP Media) presented by Polish media reveals the evolving video-on-demand landscape in Central and Eastern Europe (CEE), with Netflix solidifying its dominance while Smart TV adoption grows rapidly. According to the survey the favorite SVOD platforms among CEE e-viewers are:

in Poland: Netflix with 62%; Max with 18%, Prime Video with 13%; Disney+ with 13%; Player.pl with 9%

in Czechia: Netflix with 51%; Voyo with 22%; Max with 10%; Disney+ with 9%; iVysilani with 8%

in Romania: Netflix with 65%; Max with 17%; Disney+ with 12%; Prime Video with 5%; SkyShowtime with 5%

in Hungary: Netflix with 64%; Disney+ with 22%; Max with 20%; RTL+ with 11%; SkyShowtime with 7%

The report highlights key trends, including the complex relationship between streaming platforms and traditional pay-TV operators, regional differences in piracy, and shifting viewer habits.

Streaming Dominates, But Torrents Persist in Some Markets

Online video consumption has become a mass-market phenomenon across CEE, with 87% of Polish internet users and 78% of Romanian users watching films and series online. Streaming services are the primary choice, reaching 90% of Polish viewers and 72% of Czech users.

However, torrenting remains resilient in certain markets. While only 9% of Polish viewers still use torrents, a third of Czech internet users download movies and series illegally. This trend correlates with lower willingness to pay for streaming—Czechia has the lowest share of paying viewers, while Poland leads with 70% of users paying for video content.

Pay-TV and Streaming: A "Frienemy" Relationship

Despite streaming's expansion, traditional pay-TV remains strong in CEE, with 90% penetration in Romania and Hungary and 75% in Poland. The study identifies a unique dynamic where pay-TV operators facilitate streaming subscriptions, particularly among older demographics.

In Romania, 37% of SVOD users purchase streaming subscriptions through their pay-TV providers. This trend is most prevalent among viewers aged 55+, for whom pay-TV serves as a gateway to streaming. Telecom operators also play a key role in reselling streaming subscriptions.

Smart TV Takes Over as Preferred Streaming Device

Smart TVs are now the primary device for streaming across CEE, with 61% of Romanian and 52% of Czech viewers using TV apps for VOD. Netflix and YouTube dominate Smart TV app rankings, while global brands like Max (HBO Max), Disney+, and Prime Video hold strong positions.

Poland stands out due to heavy investment from international streamers, with Prime Video gaining traction through local unscripted content. However, Czechia shows more local platform loyalty, reflecting regional differences in content preferences.

No Cord-Cutting in Sight—Yet

While young viewers (15-24) have halved their TV viewing time over the past decade in Poland and Hungary, pay-TV remains resilient. Most CEE consumers would not cancel pay-TV even when adding new streaming subscriptions, though those who do cut back tend to drop other SVOD services rather than traditional TV.

Key Takeaways for Advertisers

"CEE is a region where global trends blend with regional specifics. Paid streaming, although not everyone predicted its success here, effectively competes for customers and currently coexists harmoniously with the pay TV market. News of cord-cutting reaches us from across the ocean but isn't reflected in the behavior of customers in the region. This preserves television consumption as such. The downward trend is milder than in Western markets," commented Izabela Albrychiewicz, WPP Media CEO CEE. "VideoTrack brings more good news for advertisers - the popularity of Smart TV and openness to advertising from global streamers, which we surveyed in the study, prove that at least part of the lost TV potential in CEE markets will be 'recovered' in the form of equally valuable advertising contacts in the streaming world," she added.

As streaming continues to evolve, Netflix remains the undisputed leader, but regional nuances—from piracy habits to pay-TV partnerships—paint a complex picture of CEE’s video market.