A new study from Digital TV Research forecasts that the subscription video-on-demand market in Eastern Europe will more than double over the course of the next five years, rising from an expected 22 million at end-2021 to approximately 47 million subscriptions by 2026.
Regarding platforms, Netflix will reach 10.36 million subscribers by 2026, doubling its 2021 total. Its Russian subscriber base will climb due to its partnership with National Media Group. Meanwhile, Disney+ will have 6.01 million subscribers by 2026 despite only starting in mid-2022. HBO Max will reach 2.13 million paying subscribers by 2026, having officially started at the same time as Disney+.
“After several delays, Eastern Europe’s SVOD sector will take off from 2022. This is prompted mainly by launches from Disney+, Sky Showtime and HBO Max. There is plenty of room for growth beyond our forecast period as only a fifth of TV households will pay for at least one SVOD platform by 2026,” commented Simon Murray, Principal Analyst at Digital TV Research.