CME chief Sam Barnett outlines battle plan for CEE streaming dominance

The CEE region has historically been insulated from global streaming shifts by slow digital adoption and strong pay-TV retention. However, Barnett’s warning signals a pivot; regional giants recognize that 'breathing room' is shrinking as global players like Netflix expand ad-tier inventory into Eastern Europe. This local-first defense strategy relies on broadcasters leveraging their unique cultural intelligence and local advertising relationships to prevent a total migration of revenue to US-based platforms. Success depends on whether fragmented local players can realistically cooperate while competing for the same shrinking linear audience. Watch the performance of CME’s Voyo as a benchmark for local SVOD resilience against global entrants.

The pressure on CEE broadcasters has intensified as US giants move from market entry to monetization efficiency. Per Broadband TV News in May 2026, Netflix confirmed Poland as a primary target for its expanded ad-supported tier rollout, aiming to double its global ad revenue to $3 billion in 2026. This move directly targets the advertising dollars that Barnett and CME are fighting to retain. Simultaneously, Warner Bros. Discovery completed its major regional rollout of Max in mid-2024, utilizing local distribution partnerships with providers like Canal+ in Poland and Hungary to scale rapidly during the Paris Olympics.

Despite the digital push, Central and Eastern European markets remain a stronghold for traditional broadcasting. Per S&P Global ratings in June 2025, linear TV consumption in the region has shown higher resilience than in Western Europe or the U.S. due to lower smart TV penetration and a high share of TV in total ad spend. This gives local groups like CME, which owns the regional SVOD leader Voyo, a unique hybrid runway. CME reported surpassing 1 million paying Voyo subscribers across its markets by early 2024—a seven-fold increase since its acquisition by PPF Group—demonstrating that local content strategies are already yielding tangible digital conversion.

However, the ecosystem is shifting toward high-end local commissions. A 2026 report from the European Audiovisual Observatory noted that global streamers’ share of spending on European originals tripled between 2020 and 2024. While local players like CME currently dominate scripted local drama, the arrival of localized Netflix and Max originals—such as the high-profile Polish slate including '1670' and 'High Water'—suggests that regional broadcasters no longer hold a monopoly on homegrown storytelling. Barnett’s call for AI adoption and world-class production standards highlights the need for local technical parity to survive this second wave of digital competition.