Much of the fast growth of pay TV revenues in Eastern Europe appears to be over, according to the Digital TV Eastern Europe Forecast report.
However, despite the pay TV subscriber count increasing by fewer than one million between 2015 and 2021, Eastern European pay TV revenues are still expected to grow by just under 10% in that time frame, hitting nearly $6 billion by 2021.
Pay TV will be a staple of 62.3% of the region’s TV homes by 2021, up from 48% at the end of 2010, but only marginally up from 62% at the end of 2015. This means that of the 20 million households that will have subscribed to pay TV in the region between 2010 and 2021, fewer than a million of those will have subscribed in the 6 years between 2015 and 2021.
The total number of pay TV subscribers across the 22 countries surveyed is estimated to hit 80 million by 2021.
Rise of digital
As analogue cable subscriptions fell, the number of digital pay TV subscribers increased from just under 26 million, or 20% of TV households, in 2010 to over 40% of TV households, or nearly 55 million homes, by 2015. Digital pay TV is expected to be present in over 75 million households in the region by 2021.
Therefore, the report estimates that most of the remaining revenue growth in the region will come from the conversion of analogue cable TV to more expensive digital platforms.
According to this research, digital pay TV revenues will increase by $3 billion in a decade, hitting $5.7 billion by 2020. These revenues are expected to increase by 32%, or by $1.4 billion, between 2015 and 2021.