Voyo currently has more than half a million subscribers in the Czech Republic and Slovakia, and according to CME CEO Didier Stoessel, it has the ambition to have around one million customers in two years.
Among the local players, Prima has also been offering its own service since February of this year under the name Prima+. Other competitors are global services Netflix, HBO Max, Disney+, Prime Video or most recently Skyshowtime.
According to a survey by distribution company Axocom, up to 60 percent of subscribers share access to accounts with work colleagues or friends. According to Axocom, Czechs currently most often make decisions based on price. This is key for 38 percent of respondents. The second most important criterion is the offer of the platform, according to which 30 percent of subscribers decided. Popularity and awareness of individual platform brands were cited as a reason by 22 percent of respondents.
Streaming platforms in the Czech Republic are not as popular as in the rest of Europe
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“Czechs are quite conservative and this affects their decision-making. If it is no longer free, they want the maximum possible for the minimum amount of money. Therefore, they mostly look at the price and the breadth of the offer. On the contrary, only five percent of subscribers do not consider the price at all,” said TV expert and director of Axocom Erika Luzsicza.
As far as the price is concerned, the survey shows that Czechs hear the most about marketing events. According to them, up to 70 percent of subscribers make decisions. Only a quarter of those surveyed accept the pricing policy, saying that they pay for their favorite or selected series and programs. And the remaining five percent did not consider the price at all or decided to subscribe completely spontaneously.
“It is precisely thanks to various discounts and promotions that new streaming services have a chance to gain a foothold in the market. Local services most often grow thanks to discounted packages, i.e. connections with other services and offers. Without it, they wouldn’t have the opportunity to catch up with the otherwise dominant Netflix in terms of popularity,” added Luzsicza.
Among those who started using the service for free as part of a promotion, a full 33 percent admit they became paying viewers because they forgot to cancel the service.
Surprising move: Netflix has cut subscriptions in more than 30 countries
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