April 2, 2021
The pending international launch of HBO Max and further expansion of Disney+ will contribute to Eastern Europe’s SVOD sector finally taking off in relation to long established market pushes in Western European territories as the U.K., France, Germany, Italy, Spain and the Nordics.
Digital TV Research forecasts 40 million SVOD subscriptions in Eastern Europe by 2026, up from 15 million at the end of 2020. From the 25 million additional subscriptions, Russia will generate 10 million and Poland 6 million.
Netflix will have 12.29 million subscribers by 2026, more than double its 2020 total. Its Russian subscriber base will grow significantly due to its recently-signed partnership with National Media Group. Disney+ will have 5.8 million subs by 2026 despite only starting in mid-2021.
WarnerMedia will launch HBO Max in 2H21. Digital TV Research forecasts 1.22 million paying subs by 2026, with many more continuing to receive HBO online as part of their pay-TV subscription.
“There will still be plenty of room for growth beyond our forecast period as only 17% of the region’s TV households will subscribe to at least one SVOD platform by 2026,” analyst Simon Murray said in a statement.