Eastern Europe OTT revenue to double in five years, predicts Digital TV Research

Revenue from OTT platforms across 22 Eastern European countries will reach US$5.7bn in 2028, according to UK analysis firm Digital TV Research, nearly doubling the US$2.9bn recorded in 2022.

Poland will remain the OTT revenue winner, doubling its total between 2022 and 2028 to US$2.2bn. Russia’s growth will be muted given the sanctions the country has faced since its invasion of Ukraine.

Together, Poland and Russia will account for 61% of Eastern Europe’s total revenue in 2028.

Revenue from SVoD platforms will almost double to US$3.5bn by 2028, up from US$1.8bn in 2022. Due to the slowdown in Russia, Poland will become the SVoD market leader by some distance and the only country to generate more than US$1bn by 2028.

Revenue from AVoD platforms will more than double to US$1.6bn in 2028, from US$736m in 2022. Rental revenue will increase to US$349m from US$208m over the same period, while DTO (download-to-own) revenue will rise to US$282m from US$174m.

Simon Murray, principal analyst at Digital TV Research, said: “AVoD revenue will grow faster than SVoD. Russia’s AVoD revenue will stay just ahead of Poland.”