The television segment in the CEE in 2023

Television in Central and Eastern Europe continues to be a leading medium in 2023, even as digital consumption grows. Though as for many years, trends across different countries show a gradual decline in linear TV viewership, especially among younger audiences, as streaming services and digital platforms present increasing competition.

2023 was the first year, when advertising spending in TV didn’t grow, in fact with a 1% decline the overall spending in this segment amounted to 3.22 billion eur. This takes up 34% percent of the total regional spending, compared to 51% of digital, but on average, television still keeps its position with its 40% percent, equaling to that of online.

A key trend in the region is the decline in traditional TV viewership, especially among younger demographics. In countries like Bulgaria and Lithuania, there’s been a sharp drop in TV consumption in the age group 18-29. This fragmentation of audiences is particularly pronounced in urban areas, where trust in traditional media is lower.

Nevertheless, older viewers still play a crucial role in sustaining TV’s dominance. In Romania, television remains the primary medium, particularly among viewers over 65, who favor prime-time programming, contributing to the highest average time viewing (ATV) of the region: 388 minutes. ATV is traditionally high in certain countries, such as the Balkans: Bosnia and Herzegovina, where TV viewers clock an average of 322 minutes daily, and showed growth from last year, and Serbia reporting 301 minutes per day, underscoring the medium's resilience in these areas. However, in most other countries, ATV is slowly declining as viewers migrate to streaming platforms, forcing traditional broadcasters to adapt by investing in online and on-demand services.

Advertising spending on television continues to be substantial, with TV accounting for 67% of total ad spend in Romania, and 64% in Bosnia and Herzegovina, but the shift toward digital is undeniable. In Croatia, digital just over from TV, changing last year’s share from 39% (television) vs. 38% (digital) to 38% vs. 40%, and in Slovenia also experiencing the same shift. 

Share of TV within the total ad spending; set against time spent watching TV, 2023

Streaming services and on-demand content continue to gain momentum across the region, with the likes of Netflix, Amazon Prime, and Disney+ shaping the future of digital consumption.

The region is also seeing regulatory and economic shifts affecting the television sector. In Bosnia and Herzegovina, recent changes to television audience measurement have raised concerns about data accuracy, prompting a call for better methodologies. Similarly, Ukraine is witnessing a robust rebound in TV advertising post-pandemic, with an almost 30% growth in 2023, fueled by high demand for prime-time slots.

Price hikes in TV advertising are another significant trend. In the Czech Republic and Hungary, advertisers are preparing for cost increases due to a lack of inventory and historically low pricing. This reflects increased demand for TV spots, particularly among major broadcasters like Warner TV, which now sell advertising based on gross rating points (GRPs).