Despite the growing popularity of paid television services, digital terrestrial broadcasting remains a key source of information and entertainment for a significant portion of the Czech population. According to current data from the Atmedia Index research for the first half of 2026, 32% of viewers aged 15 to 69 exclusively use free-to-air channels.
Although the share of terrestrial broadcasting has dropped from 45% in 2021 to the current less than a third, this segment remains crucial for the television market. The main argument for staying with free reception for 44% of respondents is the sufficient program offering in digital multiplexes. Out of a total of 55 measured stations, 34 broadcast freely.
Economic Factors and Price Sensitivity
Financial aspects also play a significant role. Unwillingness to pay for TV content was expressed by 35% of viewers using terrestrial broadcasting, and a fifth of respondents consider operator prices too high. The research therefore focused on the so-called optimal price point, i.e., the amount these viewers would be willing to pay monthly for a TV package.
“The optimal price for paid TV services for this group is 150 CZK per month. However, for this amount, viewers expect over 100 channels, high image quality, and modern features,” states Michaela Suráková, director of Atmedia.
Among the requirements that would motivate viewers to switch to a paid platform are primarily:
- more than 100 television channels on offer,
- at least two-thirds of channels in HD quality,
- the option of catch-up TV and content recording,
- watching on multiple devices simultaneously.
Regional Differences in Signal Reception
From a geographical perspective, terrestrial broadcasting is most widespread in smaller and medium-sized settlements. In municipalities and cities up to 100,000 inhabitants, 33% of people use free reception. Conversely, in large agglomerations over 100,000 inhabitants, the representation of terrestrial television is lower, specifically reaching 27%.
The data comes from extensive research involving 4,085 respondents. The survey, conducted using the CAWI method, shows that despite technological advancements and the rise of streaming services, free-to-air broadcasting maintains a strong position, mainly due to its accessibility and the expanding offer of new nationwide channels.