The opportunity to watch TV series previews on internet platforms was used by 9 % of the Czech internet population over 15 years old. Less than a fifth (19 %) of respondents would consider this option if seriously interested and 72 % would not be willing to pay to watch a series preview. Only 5 % of respondents pay for previews repeatedly. The data comes from a survey prepared for MediaGuru.cz by research agency Nielsen Admosphere. It gives an idea of the estimated size of the population that currently uses the opportunity to watch series before the TV premiere.
Viewership of TV series previews has come with the development of video-on-demand and the expansion of Internet television. In the Czech market, the commercial television channels Nova, which offers previews of its TV programmes on the paid video platform Voyo (SVOD), and Prima are the main ones working with this option. The latter offers the possibility of purchasing a selected episode of a series (TVOD) on the iPrima.cz website. Czech Television's internet service iVysílání is free of charge, and although in recent months it has also been enticing viewers to watch programmes that it does not show on the TV screen, it does not regularly show previews of series (with some exceptions). For this reason, the Voyo and iPrima.cz platforms come out as the most common platforms for watching TV series previews.
The willingness to pay for previews is higher among the youngest age group 15-34. The proportion of respondents who are not willing to pay a fee for a preview in any way was lowest for this group compared to other age groups. In contrast, willingness to pay for previews was more common among respondents from rural areas compared to urban respondents and among respondents with lower educational attainment compared to others.
More than half of the respondents willing to pay for a TV series preview preferred one-off payments for previews. A further 35 % of respondents indicated a preference for monthly subscriptions, and an identical 6 % of respondents indicated options for annual and half-yearly subscriptions.
The most frequently watched series in previews include Ulice, Ordinace v růžové zahradě, Slunečná and the reality show Love Island. Survivor, MasterChef, 1. mise and Specialisté were also mentioned more than once.
Source: Nelsen Admosphere, full sample n = 509Viewers who watch the preview online sometimes also watch the subsequent television premiere. Less than one-tenth of respondents who ever paid for a preview also always watched the show's telecast.
If Czech Television decided to charge for iVysílání, a quarter of respondents (24 %) would be willing to pay for the preview of selected Czech Television programmes. Almost half of the respondents do not know and 29 % would not be willing to use this option.
About the survey
- Methodology: CAWI, respondents are part of the Czech National Panel
- Data collection: 11 January - 15 January 2022
- Target group: Internet population of the Czech Republic 15+
- Sample characters: Gender, age, education, region and size of place of residence; weights 0.86-1.26
- Sample: 509 respondents
- Realized by: Nielsen Amdopshere
Source: mediaguru.cz
