Prima Group Appoints Jan Wykrytowicz to Lead Prima+ VOD

Why It Matters

The hire equips Prima with seasoned OTT leadership, accelerating its shift from ad‑driven broadcasting to subscription‑based revenue. Strengthening prima+ could reshape the Czech streaming landscape and increase competition for global players.

Key Takeaways

• Jan Wykrytowicz joins Prima Group as VOD director.
• Role focuses on prima+ platform expansion and new revenue models.
• Over 15 years OTT experience, led Go3 across Baltic markets.
• Secured partnerships with major studios and premium sports rights.
• Aims to boost Prima's non‑advertising revenue and market share.

Pulse Analysis

The Czech media market is undergoing a rapid digital transformation, with consumers increasingly favoring over‑the‑top (OTT) services over traditional linear TV. Prima Group, one of the country’s largest broadcasters, has been diversifying its portfolio to capture this shift, launching the prima+ platform to compete with international players such as Netflix and Disney+. By appointing a dedicated VOD and commercial services director, Prima signals a strategic commitment to deepen its streaming capabilities and capture a larger share of the growing subscription market.

Jan Wykrytowicz arrives with a proven track record in scaling OTT operations across Central and Eastern Europe. As former CEO of Go3, he turned a regional service into a subscription leader by forging content agreements with Warner Bros. Discovery, Netflix and Paramount, and by securing high‑profile sports rights from UEFA, FIFA, the English Premier League and Formula 1. This blend of premium entertainment and live sports expertise equips Prima to broaden its content library, attract higher‑value subscribers, and negotiate more favorable carriage deals.

Strategically, the appointment is designed to accelerate Prima’s revenue diversification beyond advertising. By expanding prima+ with new digital products, tiered subscription tiers, and B2C partnerships, the broadcaster aims to generate sustainable, recurring income streams. In a market where global OTT giants are expanding their footprint, a locally‑tailored service backed by seasoned leadership could capture niche audiences and regional advertising dollars, positioning Prima as a formidable competitor in the Central European streaming arena.