Television

The television segment in Central and Eastern Europe (CEE) has undergone significant transformation in recent years, driven by technological advancements and shifting viewer habits. While traditional broadcast TV remains a dominant medium in the region, the rapid rise of video on-demand (VOD) platforms such as HBO Max, Netflix, and local players like Voyo and Player.pl has created new opportunities for advertisers to reach audiences through streaming services.

In many CEE countries, connected TV (CTV) and smart devices are becoming increasingly popular, allowing advertisers to leverage addressable TV advertising—targeting specific demographics, geolocations, and viewing habits. This trend combines the mass reach of traditional TV with the precision and measurability of digital advertising, which is particularly attractive in markets with diverse consumer bases and varying purchasing power.

Many CEE countries have also seen a rise in ad-supported streaming services, providing affordable access to content while offering brands a way to connect with younger, tech-savvy audiences. Despite the growing influence of digital platforms, traditional television still plays a vital role in rural areas and older demographics, making TV advertising an important tool for building brand awareness across the region.

The convergence of traditional broadcast and digital streaming in the CEE region has made television advertising more versatile, allowing brands to adapt to the changing media consumption landscape while maintaining strong audience engagement.