Poland will generate more than $1 billion in revenue from subscription video on-demand services over the next five years according to figures from Digital TV Research.
The analysts predict Eastern European SVoD revenues will reach $2.95 billion by 2027 – up from $1.60 billion in 2021, with Poland as the driving force.
Simon Murray, principal analyst at Digital TV Research, said: “Excluding Russia and Ukraine – no mean feat considering that together they provide 57 per cent of the region’s TV households – revenues will grow from $0.93 billion in 2021 to $2.24 billion in 2027. This was prompted by 2022 launches from Disney Plus, SkyShowtime and HBO Max.”
“We forecast 38 million SVoD subscriptions in Eastern Europe by 2027; up from 22 million at end-2021. Excluding Russia and Ukraine, subscriptions for 20 countries will triple from 9 million in 2021 to 24 million in 2027,” he continued.
Digital TV Research added that there will still be plenty of room for growth beyond the forecast period as only 16 per cent 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 per cent in 2021 to 24 per cent in 2027. Penetration in Poland will reach 44 per cent by 2027, said the analysts.