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TRENDING
June 24, 2024
Strategic Partnerships Fuel SVOD Growth in CEE
“Partnerships between streaming services and telcos are a win-win for both parties,” said Maria Rua Aguete, senior research director at Omdia.
Europe - New data from Omdia reveals
that approximately 25% of all paid SVOD subscriptions in CEE now originate from
pay-TV and telco bundles1. These partnerships, which connect streaming services
with telecom providers, offer mutual benefits.
Streaming services gain access to an existing customer
pool, accelerating subscriber growth. Telcos reduce churn by bundling in-demand
content with their services, enhancing customer engagement.
Key Insights:
Indirect Net Additions - Partnerships, rather than
direct-to-consumer channels, will dominate SVOD net additions in CEE until
2028, accounting for 29% of the overall base.
Influential Deals - Noteworthy deals, such as HBO Max
with Vodafone Hungary, Viaplay with Canal+ Polska, and Disney+ with Netia, have
significantly shaped the market dynamics.
Regional Context - While bundling is more prominent in
CEE than North America, it still trails behind Latin America, where bundling
plays a crucial role in SVOD growth.
Omdia’s analysis includes data from Russia, where some
SVOD services were withdrawn following the invasion of Ukraine in 2022. This
period saw a peak in subscriber additions during the COVID-19 pandemic,
followed by some market volatility and subscriber churn. Noteworthy partnership
deals implemented in 2022, such as HBO Max with Vodafone Hungary, Viaplay with
Canal+ Polska, and Disney+ with Netia, have significantly influenced the market
dynamics.
The increasing significance of bundling in the CEE
region makes indirect subscriptions more prominent relative to the total than
in North America, although still trailing behind Latin America, where bundling
is crucial for SVOD.
These strategic collaborations position CEE as a
thriving SVOD market, with partnerships driving expansion and engagement.
