Poland to help drive growth in East Europe SVoD revenues to almost $3bn

Eastern European SVoD revenue will reach US$2.95bn by 2027, up from US$1.6bn in 2021, driven by growth in Poland.

According to UK analysis firm Digital TV Research, Poland will be the only country in Eastern Europe to generate more than US$1bn in SVoD revenue by 2027.

Poland’s SVoD revenues are predicted to reach US$1.09 by 2027, followed by Russia at US$605m, Romania US$215m, the Czech Republic US$152m, Greece and Hungary US$118 each and Ukraine US$106m.

Other countries combined are estimated to see US$550m in SVoD revenues by 2027.

Digital TV Research forecast there will be 38 million SVoD subscriptions in Eastern Europe by 2027, up from 22 million at the end of 2021. Excluding Russia and Ukraine, subscriptions for the other 20 countries will rise from nine million in 2021 to 24 million in 2027.

The company expects there will still be plenty of room for growth beyond the forecast period, as only 16% of the region’s TV households will subscribe to at least one SVoD platform by 2027.

Excluding Russia and Ukraine, this proportion will double from 11% in 2021 to 24% in 2027. Penetration in Poland will reach 44% by 2027.

Simon Murray, principal analyst at Digital TV Research, said: “Excluding Russia and Ukraine – no mean feat considering that together they provide 57% of the region’s TV households – revenue will grow from US$930m in 2021 to US$2.24bn in 2027. This was prompted by 2022 launches from Disney+, SkyShowtime and HBO Max.”