Telekom Serbia: “The biggest challenge for multi-screen services will remain content acquisition”

Natali Delic, Telekom Srbija

Natali Delic, Telekom Srbija

Natali Delic, Director of Residential Services at Serbia’s Telekom Srbija, gives her predictions for the country’s IP video scene in 2013, including exponential growth for online video, significant VOD uptake, and the launch of full multi-screen services.

Natali will be speaking at the TV Connect 2013 event taking place in London on 19-21 March 2013. For more information and to register, please visit

“In terms of IP video trends, Serbian market is not yet developed, but the observed trends are in line with the rest of the world,” says Ms. Delic, who makes the following predictions for 2013:

Online video traffic volume will continue to grow exponentially 

With the increased bandwidth in mobile networks and managed quality of service, the consumption of streaming services from smartphones and tablets is constantly incrementing.

At this point  mostly free online video services are consumed, but this behaviour will ultimately lead end users to premium on demand services.

Significant VOD uptake will occur

Demand for premium online video is still in its early stage but what we observe is that pay-TV market leaders in Serbia are promoting their on-demand services, and significant uptake is expected this year in this area.

Full multi-screen solutions will be launched

Although penetration of smartphones and tablets in Serbia is below 20%, some pay-TV providers have already launched their OTT and multi-device solutions, trying to attract early adopters.

In the next year, full multi-screen solutions are expected to be launched, but the biggest challenge for successful multi-screen /multi-device/OTT services is and will remain acquisition of attractive content.

Content remains a key driver

Content remains the key driver that determines the choice of pay-TV operators in Serbia. Besides some premium linear TV channels, the most important content in this market is sports content.

Thus the first OTT sports premium online video service has been launched and it is expected to have significant impact on education of end users in using premium OTT services. This will influence the emergence of the premium OTT services.

Smart TV is slowly but steadily creating its footprint in Serbia 

It is achieving this through partnerships between SmartTV vendors on one side and broadcasters and PayTV operators on the other side. Several Smart TV applications are expected to be launched this year.

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