The media and entertainment market in Eastern Europe is projected to reach $20.1 billion in 2025, demonstrating a 7% growth rate that outpaces global industry averages, according to an analysis presented by Maria Rua Aguete of Omdia at NEM Dubrovnik during this week.
Traditional television continues to lead the region’s media landscape, generating $9.1 billion in revenue. However, company’s research indicates that growth opportunities are primarily in digital transformation, particularly within streaming video and connected TV (CTV) advertising3.
Key findings from the research include a breakdown of market composition: Traditional TV holds the largest share with $9.1 billion, followed by online video at $4.6 billion, games at $3.4 billion, cinema at $2.25 billion, and music at $0.8 billion.
The streaming market in Eastern Europe presents growth potential, with SVoD penetration at just 34%. This contrasts with 91% penetration in North America and 73% in Western Europe. Global players currently operate in the online streaming market, with Netflix holding 25% , Disney+ at 12%, YouTube Premium at 11%, and MAX at 10% in the region.
The CTV advertising market in Eastern Europe remains underdeveloped, representing only 3% of total TV screen advertising. This is considerably lower than the 23% seen globally , suggesting an area for expansion, with potential for partnerships between broadcasters in the region and platforms like YouTube. In terms of platform landscape, Android, Tizen, and WebOS collectively control over 70% of the European smart TV operating system market, with Korean manufacturers Samsung and LG accounting for 40% of the market share.
Aguete stated, ‘Eastern Europe represents one of the most promising growth markets in the global media landscape, with significant untapped potential in streaming and connected TV advertising’.
The report forecasts that while traditional TV will experience modest growth to $9.76 billion by 2029 , online video is expected to see more substantial growth, reaching $6.10 billion in the same period. Rua Aguete concluded, ‘The findings underscore the significant transformation underway in Eastern Europe’s media landscape, presenting valuable opportunities for both regional players and global companies looking to expand their footprint. As digital adoption accelerates across the region, strategic investments in streaming services and connected TV advertising will be crucial for capturing market share in this high-growth environment’.
