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Russia Leads Eastern Europe in Paid SVOD Subscribers

Massive growth predicted in region, to 18 million by 2021

December 16, 2016 | Advertising & Marketing | Video

Paid subscription video-on-demand (SVOD) subscribers in Central and Eastern Europe have grown by about 2.25 million in 2016 to a total of 5.58 million subscribers, according to a November 2016 report from Digital TV Research Limited.

Subscription Video-on-Demand (SVOD) Subscribers in Central & Eastern Europe, by Country, 2015, 2016 & 2021 (millions)

Looking at the subscriber growth by country, Russia leads the region with about 2.5 million subscribers in 2016, having acquired over 800,000 during that time period. Poland also experienced a large jump, adding almost 600,000 paid SVOD subscribers from 2015 to 2016. Digital TV Research projects massive growth by 2021, with Russia seeing over 9 million SVOD subscribers, and the region as a whole reaching a total of 18 million subscribers.

And, Digital TV Research predicts big things for Netflix in the years to come.

Top 5 Subscription Video-on-Demand (SVOD) Platforms in Central & Eastern Europe, Ranked by Subscribers, 2021 (millions)

By 2021, Netflix will have 3.5 million SVOD subscribers, more than any other paid SVOD platform across the region, Digital TV Research predicted. Trailing by just over a million subscribers will be Ivi, which is based in Seattle, but does business in Eastern Europe. Megogo.net, which serves Eastern European, and Russia-based Okko will both total a bit over 1 million subscribers.

Central and Eastern Europe will lag considerably compared to Western Europe's more developed market. For example, there will be nearly 54 million SVOD subscriptions in Western Europe in 2021, according to Digital TV Research.

—Ben Clague

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