MORE THAN 40 PER CENT OF CZECHS PAY FOR SUBSCRIPTIONS THEY DON’T USE

20. 4. 2026 According to new data,subscriptions todigital and other services are among the expenses that Czechs often lose track of. Most people pay for several services at the same time, but some of them do not use them regularly, or at all.

TWO-THIRDS OF CZECHS SUBSCRIBE TO PAY-TV, PAYING AN AVERAGE OF 460 CZK

16. 4. 2026 Czechs continue to spend more on pay-TV. IPTV is gaining ground, particularly among younger viewers and in large cities, according to the Atmedia index.

TV BOOSTS AD RECALL BY 8.7× WHEN PAIRED WITH SEARCH

8. 4. 2026 New research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower funnel results when combined.

GEN ALPHA DRIVES SHIFT TOWARD AI-POWERED ENTERTAINMENT DISCOVERY

8. 4. 2026 Gracenote has released a new report examining how artificial intelligence is reshaping the way audiences search for and discover entertainment content, with younger viewers leading the adoption of chatbot-driven tools.

STUDY: EUROPE REMAINS LOYAL TO TELEVISION, WITH VIDEO VIEWING DOMINATED BY THE BIG SCREEN IN THE LIVING ROOM

30. 3. 2026 RTL AdAlliance has published the fifth edition of its annual Living Room Study, which this year covers an even broader audience, thanks to newly added markets such as China and Hungary. The study clearly shows that television continues to play a key role in Europe even in the age of streaming services — it remains the main place for watching video, the centre of the shared viewing experience, and the natural home of local content.

90% OF FANS SAY SPORTS ON BROADCAST TV STILL MATTER IN THE STREAMING ERA

27. 3. 2026 Despite the broader shift to digital platforms, linear TV remains the go-to choice for sports fans, per a report from Television Bureau of Advertising (TVB).

CZECHS AND ADVERTISING – A LONG-TERM STUDY OF THE CZECH PUBLIC’S ATTITUDES TOWARDS ADVERTISING

27. 3. 2026 The findings of the “Czechs and Advertising 2026” survey were presented at a gathering of nearly 50 experts on 26 February 2026 at Scéna 5, the ČMS headquarters on Novotného lávka, Prague 1 – Old Town. The event was opened by Tomáš David, Vice-President of ČMS. The research findings were presented by the distinguished Czech sociologist Stanislav Hampl, chief analyst at ppm factum research. This was followed by a lively discussion moderated by Ladislava Knihová, President of ČMS. The gathering was attended by representatives from universities, the business sector and students. Experts from the fields of marketing, management, economics and HR were present, confirming the high level of interest in the topic and the importance of long-term feedback for contemporary marketing communication and data-driven managerial decision-making. We bring you a video presentation of selected research findings and an article highlighting key moments from this 43rd research survey. Long-term research into the Czech public’s attitudes towards advertising The communication process is inextricably linked to feedback. In marketing communication, this is provided by research, which enables us to understand how the public perceives advertising messages, how they react to them, and what role advertising actually plays in everyday life. The ‘Czechs and Advertising’ project, launched by the Czech Marketing Association back in 1993 thanks to the initiative of the survey’s founder, Jitka Vysekalová, represents a unique long-term research series in the Czech context, tracking changes in the public’s relationship with advertising.

AGAINST ALL ODDS: LINEAR TV’S SURPRISING RESILIENCE

26. 3. 2026 For years, we’ve been told that linear television is declining. Streaming services would render traditional broadcasting obsolete, the story went, as viewers abandoned scheduled programming for the freedom of on demand content.

THIS EASTER, CZECHS PLAN TO SPEND MORE THAN THEY HAVE IN THE LAST FOUR YEARS. TRADITIONS REMAIN, BUT THE TRADITIONAL ‘POMLÁZKA’ RITUAL IS ON THE DECLINE

26. 3. 2026 Easter traditions are still going strong, but new ones inspired by other countries are gradually being added to the mix, including the traditional Easter whip, which is being replaced by Easter egg hunts. As a relaxed holiday, Easter is also reflected in people’s shopping plans. The average amount Czechs plan to spend this year has fallen by a full 350 CZK. This is confirmed by data from the traditional survey by the online supermarket Košík.cz, based on a sample of 1,573 households across the Czech Republic.

DELOITTE: 73% OF SUBS ARE `FRUSTRATED’ WITH SVOD PRICE HIKES

25. 3. 2026 41% have ended a subscription in the last six months; 61% say they would cancel their favorite service if monthly prices increased by $5.

STUDY USA: STREAMERS STRUGGLE TO DIFFERENTIATE THEMSELVES WITH ORIGINAL PROGRAMMING

24. 3. 2026 YouTube is gaining ground with audiences as a `TV network’ rather than simply being a creator platform, according to Hub

STUDY USA: YOUNGER CONSUMERS MORE WILLING TO LET AI CONTROL SUBSCRIPTIONS

23. 3. 2026 A new report from Bango found that younger consumers are significantly more willing than the general population to let artificial intelligence manage their subscriptions, signaling a shift in how digital services may be accessed and bundled.

AI TRENDS IN ADVERTISING, MARKETING AND THE MEDIA IN 2026

22. 3. 2026 Artificial intelligence is transforming the way people discover brands, marketing is becoming system-driven, and creativity is emerging as the key driver of growth, according to a new report by EACA and Advertising Week entitled “AI Forecasts & Predictions for 2026”.

CZECH CHILDREN SPEND TIME IN FRONT OF SCREENS FROM INFANCY

19. 3. 2026 Almost half of all pre-schoolers spend more than two hours a day in front of screens. The O2 Foundation and Zvedni hlavu offer tips on how to protect children’s digital wellbeing.

ONLINE VIDEO VIEWING HAS NOT INCREASED OVER THE PAST YEAR. ON THE CONTRARY, GAMING IS ON THE RISE, AS IS THE WILLINGNESS TO PAY FOR IT

18. 3. 2026 Watching videos remains the most popular form of online entertainment among the Czech population, but its share is no longer growing. On the contrary, gaming is on the rise, as is the willingness to pay for it. Over the past year, the number of people paying for music streaming has also increased. This is shown by data from the Czech Statistical Office for 2025.

SHORT-FORM VIDEO IS DRIVING VIEWERS TO WATCH FULL TV SHOWS, RESEARCH FINDS

16. 3. 2026 Short-form video content on platforms such as TikTok, Instagram Reels, and YouTube Shorts is increasingly functioning as a discovery mechanism for longer-form television and film, according to new research published by online research data and analytics technology group YouGov.

GENERATION ALPHA: CZECH CHILDREN ARE HAVING THEIR SAY ON PURCHASES AND BRAND CHOICES

16. 3. 2026 Generation Alpha is growing up in both the digital and physical worlds. For them, a smartphone is not just a technological tool, but a means of connecting these two worlds, according to new research on Generation Alpha by Ipsos.

SURVEY REVEALS STREAMERS’ DOMINANCE OVER MEDIA SPORTS RIGHTS

16. 3. 2026 Report says driving factors are streaming's 'global reach' and data collection.