Current research by NMS Market Research for the Association of Mobile Network Operators (APMS) shows that a total of 72 per cent of all viewers currently use the internet to watch video content. For more than 43 percent of respondents, the Internet has even become the primary source of content, far outpacing traditional TV antenna and cable or satellite reception. More than one-third of viewers already watch video content exclusively through Internet sources, namely 32 percent.
The growth in internet viewing is mainly linked to the growing popularity of IPTV/internet services, which are becoming a major driver of changing viewers' media behaviour. The share of IPTV as the main source of video content has increased by 6 percentage points over the last two years, specifically from 18 per cent to 24 per cent. IPTV service is now used by 52 percent of total viewers, an increase of 10 percentage points from 2023.
While internet channels are experiencing an expansion phase, traditional ways of receiving TV signals are systematically losing their position in the market. Viewing via DVB-T2 antennas has fallen by 7 percentage points since 2023, bringing it to 36 per cent, according to APMS. Data comparisons with parallel research by the Association of Television Organizations (ATO) conducted in February of the same year confirm this trend.
While the two studies work with a partly different methodological approach, and report different figures in some categories - the ATO survey, for example, spoke of a 41% share for terrestrial TV (it was, however, the main TV set), 46% for a combination of cable and internet TV, and 13% for satellite. Both measurements agree on a single conclusion, and that is precisely the decline in interest in traditional terrestrial TV.
Speaking at the event as a representative defending the interests of terrestrial broadcasters was Martin Roztočil, Director of External Relations at Digital Broadcasting, which operates the full-screen DVB-T2 multiplex 24 containing, for example, all the stations of the media groups Nova, Paramount Network, JOJ Family and Šláger. He pointed out that although the trend of declining interest in terrestrial TV is clear, it remains a key distribution channel, especially for older viewers.
The NMS Market Research survey was conducted with a representative sample of 1,544 respondents aged 15 to 79 in September 2025.
Summary of key results
- 72% of viewers watch video content online
- 43% cite the internet as their main source of watching video content
- 32% watch exclusively online, while 10% watch only via DVB-T2
- Internet sources (IPTV, VOD, HbbTV) account for 47% of content on the main screen, an increase of 12 p.p. compared to 2023
- IPTV is used by 52% of viewers ( 10 p.p. vs. 2023)
- The share of IPTV as the main source has increased from 18% to 24%
- Viewing is growing most among the 25-34 age group (61%), with seniors 65 and older at 27%
- DVB-T2: 36% (-7 p.p.)
- Cable/satellite: 33% (-6 p.p.)
- Even in the 65 group, only 20% of viewers watch via aerial only
- Watching sports, news, series and films online is growing
- IPTV and VOD platforms contribute the most
Source: mediaguru.cz