The PayTV market in Ukraine is experiencing significant transformations nowadays: the change of the "must-carry channels", the transition of the channels of the main media groups to the PayTV segment, the closure of the analogue TV and the encription of the main channels on the satellite, the increasing influence of new digital technologies. All those transformations make both TV channels and providers change the traditional approaches to conducting business. The market is changing, thus, the players need to change as well in order to withstand threats and not to miss opportunities.