Central and Eastern Europe’s TV and video ad market is proving resilient, with additional growth brought by video platforms like YouTube and TikTok. While traditional TV levels off, OTT is gaining momentum, fueled by subscription models such as Voyo. Major players like CME and United Group, after betting on consolidation, are best positioned to capitalize on this evolution.

It will be increasingly strategic for broadcasters to embrace programmatic ads, boost digital inventory, and integrate social media. CEE remains a unique market with opportunities for innovation, even as global TV faces increasing challenges.
According to Dataxis, the share of CEE in total European ad revenues has been constantly growing from over 10% in 2014 thru nearly 15% in 2024 to nearly 20% projected for 2029, for TV. The OTT growth has been around 5% since 2014.