Prima Group creates dedicated streaming unit as Jan Wykrytowicz takes charge

This reorganization signals Prima’s transition from a linear-first broadcaster to a digital-centric media house. By creating a dedicated unit under a specialist like Wykrytowicz, Prima is positioning itself to better compete with CME’s Voyo and global giants like Netflix in the fragmented Czech market. The immediate implication is a shift toward digital-only content cycles and cross-platform monetization, which are now vital for local players to maintain market share. As Czech households shift focus toward internet-delivered video, watch for whether Prima accelerates its 1 billion CZK investment plan for original production to match its rivals' output.

The formation of Prima’s streaming unit comes as the Czech market reaches a critical maturity phase. Per atmedia index reporting from August 2024, nearly 47% of Czechs aged 15-69—roughly 3.1 million people—actively use at least one paid VOD service. While Netflix remains the market leader, local competition has intensified. Prima’s primary domestic rival, CME’s Voyo, surpassed 1 million paying subscribers across the Czech Republic, Slovakia, and Slovenia in early 2024, reaching this milestone nearly two years ahead of its original 2025 target.

To counter this growth, Prima has leaned heavily on localized content and strategic distribution. In June 2025, Viaplay Group and Prima Group entered a long-term partnership to bring 'Viaplay Select' to the prima+ platform, adding over 200 hours of Nordic noir and European drama. This move followed the late 2024 launch of 'Oneplay,' a joint venture service from TV Nova and O2 Czech Republic that merged their respective libraries to consolidate scale.

Recent data from NMS Market Research indicates that prima+ has reached a 25% household penetration rate, placing it on par with Disney+. However, as the internet now accounts for 41% of total TV viewing time in the Czech Republic, up from 35% in 2023, the pressure to convert registered free users into paying subscribers is mounting. Industry analysts at Digirevue noted in early 2024 that local platforms must maintain a 'double-digit' expansion rate to outpace the entry of cheaper ad-supported tiers from global streamers.