A year ago, there were lots of discussions about the rise of streaming platforms and how they could potentially revolutionize the CEE markets. Now we know – the revolution is not happening.

For NATPE Budapest 2024’s edition of TVBIZZ Magazine, I wrote: “The ones trying to enter the market with a “big bang” will soon realize that this is not possible, and despite the lower production costs (when compared to the Western markets), CEE is a tough region where you must make big and consistent investments in a lot of quality content to start gaining ground.”

A year later, we have seen little progress or even worse a reduction of investments into local content by the streaming giants. If we disregard the fact that they mainly focus on Poland, even there these players seem to have lost their enthusiasm and when they offer local content it is predominantly acquired library series or newer shows from the TV broadcasters on the ground.

Investment is not just about content, it is also about localization and that part is missing on Netflix for most countries in the region. For that reason, local streaming services powered by the traditional broadcasters continue to gain momentum and have started to cut the gap on Netflix with their diverse content offer driven by local hit series and entertainment shows and exclusive domestic and international live sports broadcasts.

The content offer without localization is just one part of the problem for the global streamers. The other one is their price which has been gradually increasing in a region where the consumers are used to getting high-quality pay TV and internet services at very affordable rates. Bundles could be a solution, and over the past year we have seen Netflix and SkyShowtime, for example, signing such important partnerships with the large operators in the region, but their impact has been barely felt – because of the price.

If Netflix, Max, Disney+, and others truly want to conquer and dominate the CEE markets they will need to significantly increase their investments in the region. However, even in markets with potential like Poland and Turkey this is not happening. Thus, traditional TV players with their own streaming platforms will remain the king in the region for many more years to come.