STREAMING HAS NOT REPLACED TELEVISION, VIEWERS COMBINE THE PLATFORMS

Atmedia Index research shows that Czechs aged 15-69 are increasingly combining TV viewing with streaming services. Pure streaming viewers are a minority and platform connectivity is now a key factor.

The range of video content is wider than ever before, but viewing time remains limited. The latest Atmedia Index research, conducted by Atmedia, therefore examined how Czechs aged 15-69 combine watching TV and streaming services (VOD), what they choose content based on and what their motivations are. The results show that consumption of video content today is not a question of one platform, but of their interconnection.



Based on the intensity of watching TV and VOD services, the research identified seven types of Czech viewers. The group watching exclusively streaming services is relatively small. So-called streaming elitists, mostly aged 25-34, make up 12% of the population. Half of them watch streaming services on a daily basis, while only a minority of them watch TV regularly.

On the opposite side stand three primarily TV-oriented segments - Independent Watchers, Conservatives and Pragmatics. Together these groups represent 45% of the Czech population. While Independent Observers at the age of 45 hardly use streaming services, Pragmatics, who are younger, already watch VOD services in addition to TV, and regularly.

Another 42% of viewers divide their time fairly evenly between TV stations and streaming services. This includes Content Purists, Indiscriminate Passives and Curious Routiners. These groups differ primarily in viewing intensity and content preferences, not in the choice of platform itself. Curious Routinizers, for example, are more likely to seek out sports coverage and watch TV outside the home, for example in pubs or at public screenings.

Research has also shown that viewers differ not only in age but also in behaviour and motivations. While some use television primarily as a source of information, others see it mainly as a means of entertainment and relaxation. Streaming services are still an add-on for part of the audience, while for others they are a normal part of everyday life.

According to Atmedia, the results confirm that Czech viewers do not think in terms of "TV versus streaming". Most people combine the platforms and choose them according to their current mood, content and situation. Thus, the greatest strength is their interconnection, not a one-sided orientation towards a single type of video content distribution.

"It's not either or. The streaming-only audience is only a tenth of the total. Almost half of viewers watch mainly TV stations but are gradually finding their way to streaming services. The remaining two-fifths watch both streaming services and TV stations, and with the same frequency," Michaela Suráková, managing director of Atmedia, summarised the results.

Source: mediaguru.cz