The Czech streaming market has experienced a major shift in power. Domestic platform Oneplay has become the most widely used paid video service in the Czech Republic, pushing global leader Netflix into second place for the first time in its history. Data from recent research indicates that the local project has established a strong footing across all age groups, with the exception of the youngest cohort.
According to the latest findings from the Kantar Lifestyle 2026 study, presented at the Forum Media conference by Renata Týmová and Hung Nguyen from TV Nova, 41% of the Czech population uses Oneplay regularly. Former market leader Netflix trails behind with a reach of 35%. The domestic platform's rise has been steep, with its user base growing by 16 percentage points over the past two years.
Oneplay regularly reaches 41 percent of the population in Czechia, overtaking Netflix, which is used by 35 percent.
A Battle of Generations and Dominance Among Older Viewers
Although Oneplay dominated the overall statistics, Netflix still holds the top spot among the youngest viewers in Generation Z with 53%, compared to Oneplay's 48% in this demographic. However, the situation is reversed across other age brackets. Among Millennials (Generation Y), Oneplay leads 47% to 43%, while the gap widens further in Generation X—41% for Oneplay versus 33% for Netflix. Among Baby Boomers, the Czech service claims victory with 29% over Netflix’s 17%.
Beyond the two dominant players, other prominent platforms also feature in the viewership rankings:
- Czech Television's iVysílání — regularly watched by 22% of the population.
- Prima+ — the free tier of this service is used by 11% of viewers.
- HBO Max — holds a market share of 10%.
Overall, 54% of Czech residents use paid TV and video-on-demand services. Appetite for this type of content is strongest among younger audiences, reaching 63% in Generation Z and 59% in Generation Y. However, the research confirms that streaming is no longer solely the domain of the young, as 44% of Baby Boomers also subscribe to or use these services.
Over the past two years, Oneplay's popularity among the Czech population has surged by a record 16 percentage points.
Shifting Viewing Habits and Audience Profiles
Traditional linear television still holds a strong position, with 47% of people watching daily and 68% at least once a week. However, paid online TV and streaming platforms are closing in fast, with a weekly reach of 60% (and 34% daily). According to data from TV Nova and ATO measurements, Oneplay's average monthly viewership between January and October 2026 reached 3.6 million people. Viewership peaked in October at 3.8 million viewers, a figure calculated using a multiplier coefficient of 1.8.
From an advertiser's perspective, Oneplay's audience boasts attractive demographics. The 15–44 age bracket accounts for 45% of the platform's users, compared to just 15% in traditional broadcast TV. Oneplay viewers are also more educated—19% hold a university degree. In the premium socioeconomic A and B segments, the platform’s penetration stands at 24%, outperforming the 18% seen in conventional television audiences.
New Subscription Tiers and the End of Ad-Skipping
The growing footprint of streaming is accompanied by technical and commercial overhauls. Starting November 18, restrictions preventing the skipping of ad breaks in catch-up TV will take effect. This move precedes the launch of Onereach, a new advertising product designed to combine reach across Oneplay and linear broadcasting. TV Nova is building this platform on premium content and data-driven targeting.
In the first quarter of next year, the subscription lineup will be revamped with new advertising guidelines:
- Komfort Ad-Supported Tier — a new plan featuring advertisements embedded directly in video content and broadcast programming.
- Existing Tiers (Extra Zábava, Extra Sport, Maximum) — ads will remain limited to linear TV channels.
- Catch-Up Viewing — ad-skipping during TV Nova broadcasts will no longer be permitted on any tier, including via third-party operators.
The market's transformation points toward greater monetization of streamed content. While Oneplay solidifies its dominance in user numbers, Netflix remains a formidable competitor, largely driven by the loyalty of younger audiences. In the coming months, a central focus will be consumer response to the rollout of ad-supported tiers and technical restrictions on viewing archived programming.