The availability of video content in the Czech market is constantly expanding, yet viewing time remains limited. The latest Atmedia index research, conducted by Atmedia among Czechs aged 15 to 69, refutes the thesis about the massive replacement of traditional broadcasting by digital platforms. The results show that content consumption is not a matter of choosing one platform but of complementing each other. According to data, the vast majority of the population uses both forms of distribution.
Based on viewing intensity, the study identified seven specific types of viewers. The group that focuses exclusively on streaming services (VOD) is still a minority in the Czech Republic. So-called Streaming Elitists make up only 12% of the population. These are primarily younger people aged 25 to 34, half of whom watch platforms like Netflix or Disney+ daily, while only occasionally turning on traditional television.
The dominant part of the market is still occupied by segments that prefer the TV screen. Groups labeled as Independent Observers, Conservatives, and Pragmatists together represent 45% of the Czech population. While the oldest viewers over 45 almost ignore streaming, younger "Pragmatists" commonly consume online video content alongside television. The remaining 42% of viewers divide their time equally between both platforms. This category includes, for example, Curious Routinizers, who seek out sports broadcasts on TV and watch it even in public spaces.
“It's not either-or. Only a tenth of viewers watch streaming services exclusively. Nearly half of viewers primarily watch television channels but are gradually finding their way to streaming services. The remaining two-fifths watch both streaming services and television channels with the same frequency,” stated Michaela Suráková, Managing Director of Atmedia.
The research further points out that the choice of platform is determined more by lifestyle and current need than just age. While television often serves as a source of information and passive relaxation, streaming services are perceived as a targeted tool for entertainment. The analysis confirms that Czech viewers combine platforms according to their mood and view them as complementary, not competing services. For the media market, this means that the strongest reach is currently achieved by combining both types of content distribution.