Jan Wykrytowicz to Head New Prima Streaming Division

Why It Matters

Separating streaming into its own unit gives Prima the focus and resources needed to compete in the fast‑growing Central European OTT market, driving new revenue streams beyond broadcast advertising.

Key Takeaways

• Prima launches dedicated streaming division to boost prima+ growth
• Jan Wykrytowicz becomes Chief Streaming Officer on June 1
• Wykrytowicz brings 15+ years OTT experience from Canal+ and Go3
• Streaming positioned as equal strategic pillar alongside traditional TV
• Prima aims to compete with regional services in Central Europe

Pulse Analysis

Prima Group, one of the Czech Republic’s largest broadcasters, announced the creation of a stand‑alone streaming division to accelerate its prima+ platform and other digital offerings. The move reflects a broader shift in Central European media, where subscription‑based over‑the‑top (OTT) services are eroding traditional linear viewership. By separating streaming into its own unit, Prima signals that digital distribution will receive the same resources and strategic focus as its legacy television business. The new structure is expected to streamline product development, content acquisition, and technology investments across the company.

At the helm of the new unit is Jan Wykrytowicz, appointed Chief Streaming Officer effective June 1. He arrives with more than 15 years of OTT and pay‑TV experience, including a stint as CEO of Go3, which he transformed into the Baltic region’s leading subscription service. Earlier roles at Canal+, TVN Poland and TV3 Group have given him a deep understanding of content licensing, platform scaling, and data‑driven audience targeting. His track record suggests Prima can quickly broaden its catalog and improve user retention.

The appointment arrives as advertisers shift spend toward measurable digital channels, and competitors such as Netflix, Disney+ and regional players intensify their presence in Central Europe. Prima’s dual‑pillar strategy—combining free‑to‑air TV with a robust subscription service—offers cross‑selling opportunities and a richer data set for personalized advertising. If the streaming division can deliver a compelling content mix and a seamless user experience, it could capture a larger share of the Czech and neighboring markets, bolstering revenue diversification beyond traditional broadcast fees. Success would also position Prima as a technology leader in the region.