Czechia

Economy & income

Currency

• Czech koruna (CZK, Kč)
• ~21.3 per USD (1 USD ≈ 21.34 CZK, 14 Jul 2026)

GDP per capita

• ~$35,680 nominal (IMF WEO, 2025)
• ~$60,250 PPP (int'l $, IMF WEO, 2025)

Average salary

• ~$1,770 net/mo (Numbeo CZK 37,750, Jul 2026)
• gross ~$2,450/mo (CZSO avg CZK 52,283, Q4 2025; full-year 2025 avg CZK 49,215)

Median salary

~$2,130/mo gross (CZSO median CZK 45,523, Q4 2025; men CZK 48,342 / women CZK 42,692)

Minimum wage

CZK 22,400/mo statutory minimum wage (2026, ~$1,050/mo; hourly ~CZK 132.30) — indexed to average wage since 2025

Cost of living

• Medium — single person ~€778/mo (CZK 18,906) and family of four ~€2,645/mo (CZK 64,226) excl. rent
• ~30–40% cheaper than neighbouring Germany/Austria, though Prague housing/rents rising (Numbeo, Jul 2026)

Digital landscape

Population

10.7 million (Jan 2025)

Internet users

94.2% (~10.1M users)

Social media users

74.8% (~7.99M identities; 81.4% of adults 18+)

Mobile connections

14.8M cellular connections = 139% of pop

Devices

mobile ~46.0% / desktop ~52.7% / tablet ~1.3% of web traffic (StatCounter, Jun 2026)

Ad spend

• Online/digital ad spend ~CZK 70.7B / ~$3.3B (2025, +10.6% YoY; SPIR/Median 'Inzertní výkony') — display ~CZK 51.1B, search ~CZK 18.2B, catalogs/classifieds ~CZK 1.3B
• mobile = 52% of display
• 2026 online forecast +7.4%
• Nielsen Admosphere gross rate-card total ad market ~CZK 150B (2025).

Top social platforms

YouTube ~7.99M, 74.8%

Facebook ~5.00M, 46.8%

Facebook Messenger ~4.05M, 37.9%

Instagram ~3.70M, 34.6%

LinkedIn ~2.90M, 27.2%

Pinterest ~2.26M, 21.1%

TikTok ~2.01M adults 18+

Messengers

• Facebook Messenger (dominant, ~4.05M)
• WhatsApp (widely used, second)
• Viber (still present)
• Telegram (niche/growing)
• iMessage/SMS (iOS ~29% of mobiles)

Payments & behaviour

Payment methods

• Bank transfer / online banking (~33%)
• Cards — debit-led, Visa/Mastercard (~25%; 14.6M debit vs 1.2M credit cards, ČNB 2024)
• E-wallets incl. PayPal (~22%)
• Cash / cash-on-delivery 'dobírka' (~15%, declining)

E-wallets

• PayPal (leading e-wallet)
• Apple Pay (fast-growing)
• Google Pay (fast-growing)
• Contactless everywhere — 75%+ of Czechs prefer contactless

Cash on delivery

Medium but declining — 'dobírka' (cash/card on delivery) still offered, especially with pickup-point delivery, but card and online-bank payment now dominate

E-commerce

• High — ~$8.2B e-commerce revenue (2025, +10–15% YoY)
• one of CEE's most developed markets with ~45,000+ e-shops

Notes

• Heureka.cz and Zboží.cz price-comparison engines are central to the path-to-purchase
• pickup-point delivery (Zásilkovna/Packeta, Balíkovna, PPL parcel boxes) is a cultural norm
• contactless penetration is among Europe's highest.

Audience & culture

Languages

• Czech (official, ~96%)
• Slovak (widely understood; large Slovak minority)
• Ukrainian (~350k+ residents/refugees since 2022)
• Vietnamese (established minority)
• English (foreign language, common urban/youth)
• German (foreign language, business & border regions)

Religion

• No religion 47.8%
• not stated 30.1%
• Roman Catholic 9.3%
• other Christian 2.4% (total Christian 11.7%)
• believers without a church + other ~10.8% (2021 census) — among the world's most secular/irreligious societies

Median age

43.8 years (DataReportal/UN, 2025)

Key seasons

• Christmas gifting & Advent markets (late Nov–24 Dec) + Black Friday — Q4 peak
• Easter / Velikonoce (spring)
• Summer holidays & 'chalupa/chata' cottage season (Jul–Aug)
• Back-to-school (Sep)
• Winter/ski season in the mountains (Dec–Feb)

Cultural notes

• Price-sensitive, research-heavy shoppers who compare on Heureka.cz before buying
• high trust in local e-shops (Alza, Rohlík) and the Seznam.cz ecosystem
• strongly prefer Czech-language creatives (English-only underperforms)
• value practicality over hype
• secular and pragmatic
• strong beer & cottage culture
• expect pickup-point delivery options at checkout.

Where to find creators

• Instagram
• YouTube
• TikTok
• Twitch (gaming)
• Facebook

Media landscape

Creators & public figures

Top creators

Celebrities

Petr Čech ~2.5M Instagram

Footballer — legendary Chelsea/Arsenal & Czech national-team goalkeeper

J

Jiří Procházka ~1.3M Instagram

MMA fighter — former UFC light-heavyweight champion

Leoš Mareš ~1.2M Instagram

TV & radio host / entertainer — top Czech showman

Ewa Farna ~0.85M Instagram

Pop singer — major Czech-Polish star

David Pastrňák ~0.76M Instagram

Ice-hockey star — Boston Bruins NHL forward

Jaromír Jágr ~0.72M Instagram

Ice-hockey legend — NHL Hall-of-Famer, still playing & owner of HC Kladno

Affiliate & traffic

Hot verticals

• E-commerce/retail (electronics, fashion, cosmetics)
• iGaming/betting (licensed, MoF-regulated)
• Finance (loans, banking, insurance)
• Travel & tourism
• Telco/mobile
• Energy switching
• Health/nutra (compliance-heavy)
• Cashback & price-comparison

Active networks

• Dognet (CEE-focused, local leader)
• eHub (largest Czech network, 6,600+ publishers)
• CJ Affiliate (via VIVnetworks regional rep)
• Awin (global, strong CEE/DACH)
• Affilbox (Czech self-hosted affiliate platform)
• Admitad/Mitgo & Adtraction (regional CPA)

Payouts

• Typical CEE Tier-2 ranges: e-commerce 3–10% revshare
• loans/finance CPL ~€5–20 or CPA ~€30–120
• iGaming CPA ~€100–250 or 25–40% revshare
• travel 2–6%
• nutra ~€10–25 CPL.

Competition

• Mature, moderately competitive CEE market
• the local Seznam.cz ecosystem and Czech-language content are key differentiators
• CPMs below DACH but above eastern-CEE neighbours.

Seasonality

• Q4 (Black Friday + Christmas) peak
• summer slower except travel
• ski season Dec–Feb.

Traffic sources

• SEO / Czech content
• Seznam.cz Sklik (local search & display network)
• Google Ads
• Meta (Facebook/Instagram)
• Heureka.cz (price comparison / CSS)
• YouTube
• TikTok
• Email
• Influencers

Good to know

Capital

Prague (Praha)

Major cities

• Prague
• Brno
• Ostrava
• Plzeň (Pilsen)
• Liberec
• Olomouc
• Ústí nad Labem
• Hradec Králové
• České Budějovice
• Pardubice

Time zones

Single zone — CET (UTC+1), CEST (UTC+2) in summer

Android vs iOS

71% 29%

Android 71% iOS 29%

Phone brands

• Apple (~29.0%)
• Samsung (~27.1%)
• Xiaomi (~20.3%)
• Motorola (~5.1%)
• Google (~3.4%)

Top e-commerce

• Alza.cz (#1 electronics/general, ~$3.8B online rev 2025)
• Mall.cz (general marketplace)
• Rohlík.cz (online-grocery leader)
• Notino (cosmetics/perfume, also international)
• CZC.cz & Datart (electronics)
• Košík.cz (grocery)
• Temu & Shein (fast-rising cross-border)

Peak activity

Best engagement weekday evenings ~19:00–22:00 CET and lunch ~12:00–13:00; weekend late mornings for lifestyle (local time CET/CEST)

Creative taboos

• Secular society — overt religious appeals fall flat
• Communist era (1948–89) and the 1968 Soviet invasion are sensitive
• avoid trivialising them
• Strong anti-Kremlin sentiment since 2022 — avoid pro-Russia framing
• Roma-minority topics are touchy
• Nazi/WWII imagery is taboo (as across the EU)
• Gambling & alcohol ads regulated (beer culture tolerant)
• tobacco ads banned
• nudity relatively tolerated.

Also worth knowing

1. Seznam.cz is a rare surviving local rival to Google (own search, email, maps, Sklik ads, Zboží.cz price engine) — plan campaigns for it alongside Google.
2. Heureka.cz price-comparison and pickup-point delivery (Zásilkovna/Packeta) are decisive in the purchase funnel.
3. Czech-language, value-focused creatives strongly outperform; Czechs are among Europe's most price-comparison-driven and contactless-heavy shoppers.
4. Licensed iGaming plus mature e-commerce make CZ an efficient Tier-2 CEE market with lower CPMs than DACH.