Ukrainian Pay TV Market: Current Situation and Future Prospects

The median estimate voiced at the conference “Pay TV in Ukraine: Up & Up”, which was held on September 21 in the framework of the 6th annual forum KYIV MEDIA WEEK, was that there are about 4 million subscribers of pay-TV in Ukraine.

According to George Zhemberi (VOLIA group), people from all of the country’s TV-owning households (there are about 15 mil. of them) are potentially willing to pay about 10 million UAH for premium content as a whole – not just pay-TV. That is best-case scenario. At the same time, Ivan Shestakov, director of marketing at Megogo, said that they plan to expand their base to 1.5 million more subscribers in the next two years, i.e. to 5.5 mln. subscribers on the whole. Those numbers approximately match up.

However, an interesting issue arose: what do we consider pay-TV, when it is obvious that all subscribers pay for TV anyway, just in different ways? There is no free TV. Therefore, in principle, all 15 million TV-owning households are paid for, and on average they pay, one way or another, about $2 per month for television. Thus, it is possible to consider the volume of the market from $8 million up to as much as $30 million monthly.

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