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Nine million more digital pay TV subscribers in Eastern Europe by 2029, analysts say

Eastern Europe is to add nine million digital pay TV subscribers by 2029, according to UK-based analysis firm Digital TV Research.

The overall number of pay TV subscribers in the region will decline by 8 million from the peak 81 million figure recorded in 2018, to a likely 74 million by 2029.

However, it should be noted that in 2018 there were 17 million analogue cable subscribers. This figure will drop to zero by 2027, as TV services continue to migrate to digital/online models.

Pay TV subscriber numbers will fall in 20 of the 22 countries covered by the survey between 2023 and 2029, with the total down by 2.4 million.

There will be 4.6 million fewer analogue cable subs, while pay satellite TV will fall by 2.6 million. However, IPTV will gain 2.8 million and digital cable 1.9 million.

Russia will account for nearly half of the region’s pay TV subscribers in 2029, despite losing 2.6 million pay TV subscribers between 2023 and 2029.

Simon Murray, principal analyst at Digital TV Research, said: “Tough times continue in Eastern Europe, with poor job prospects forcing many to seek work abroad.

“This migration married with low birth rates mean that populations will fall or stall in 17 of the 22 countries covered in this report between 2023 and 2029.”

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