Prima TV Group expects that the reach of linear TV in the Czech population will decline while online video consumption will grow. Prima’s CCO Vladimír Pořízek said that at a meeting with partners on the occasion of the presentation of AdCross, a tool for joint TV and online advertising measurement. He showed clients data based on a survey Češi v síti (Czechs in the Network) carried out by Kantar last year.
The survey indicates that linear TV has still been the dominant way of viewing video content (69%). In recent years, video viewing on social networks (44%) and video portals such as YouTube (37%) has been growing and also SVOD consumption has been rising. About a fifth of the Czech population aged 16-65 has a subscription. By 2023, a slight decline in linear TV and a further growth in the above mentioned online videos, including free online video, are expected based on the data.
Video content viewing development (daily penetration)
Source: Češi v síti, Pay services, Kantar, 2021, N=2025, general population 16-65This year’s data from the official audience measurement by ATO-Nielsen Admosphere indicate a year-on-year reduction of linear (live) TV by about 10%, explained Prima’s CCO.
According to Kantar research, TV accounts for 50% of video viewing every evening (6 pm to 24 pm). Online video on demand as a pay service (SVOD, TVOD) is watched by 14% of population (in TG 15-69). In the younger population aged 15–39, TV accounts for 39% of all video consumption in the evening; a portion larger than in the general population is attributable to online video.
Share of video content consumption between 6 pm and 0 am.
Source: Research of pay services, Kantar, 2021, N=2025, general population 16-69Although live TV viewing has still been the key source of TV content viewing (83%), the share of time-shifted TV viewing has been growing every year. This year, it represents nearly 17% in the general population of viewers aged 15+. In younger viewer groups, its share exceeds one quarter. The share of time-shifted viewing has been rising rapidly in IPTV, currently accounting for 60% of the total viewing within IPTV, said Pořízek referring to the data of ATO-Nielsen Admosphere.
Source: mediaguru.cz
