Nielsen Report: Cable and Satellite dominate Polish TV Landscape in July 2024

Nielsen this week released its latest edition of The Gauge for Poland, providing a comprehensive analysis of television viewing habits across the country during July 2024. The report, which examines data from Nielsen's single-source panel of 3,500 households and nearly 9,700 panelists, offers insights into how Poles consumed television content during the first month of summer holidays, a period traditionally marked by reduced TV viewership.

According to the report, Polish viewers spent an average of 3 hours and 28 minutes daily watching television in July, a decrease of 5 minutes compared to June. This reduction aligns with typical summer viewing patterns, as people tend to spend less time at home and in front of their TV sets during the holiday season. Despite this overall decline, the television landscape in Poland remains dominated by traditional delivery methods, with cable and satellite services capturing the largest shares of viewership.

The Gauge reveals that cable television maintained the highest share of viewing time at 32.6%, indicating its continued importance in the Polish media ecosystem. Satellite television followed closely behind with a 29.6% share, demonstrating the strong presence of pay-TV services in Polish households. Together, cable and satellite accounted for over 62% of total TV viewing time, underscoring the enduring popularity of these platforms despite the growth of alternative viewing options.

Terrestrial television, which includes both analog and digital over-the-air broadcasts, secured a significant 22.8% share of viewing time. This substantial portion suggests that free-to-air programming remains a vital component of the Polish television landscape, providing accessible content to a wide audience.

While traditional TV platforms continue to dominate, the report highlights the steady growth of streaming services in Poland. In July, streaming accounted for 8.6% of total TV viewing time, an increase from 8.3% in June. This growth is particularly noteworthy given the overall decrease in TV viewing during the summer month, indicating that streaming platforms are gaining traction even as traditional viewing habits shift.

YouTube maintained its position as the leading streaming platform in Poland for the second consecutive month, holding steady with a 2.1% share of total TV viewing time. This consistency in YouTube's performance underscores the platform's strong appeal to Polish audiences, who continue to engage with its diverse content offerings even during the summer months.

Netflix, the global streaming giant, saw growth in its market share, gaining 0.2 percentage points to reach a 1.9% share of video content viewing on TV in July. This increase suggests that Netflix's content strategy and user engagement efforts are resonating with Polish viewers, allowing it to capture a larger portion of the audience despite the seasonal decline in overall TV viewing.

Other streaming services collectively accounted for 4.6% of viewing time, indicating a fragmented but growing market for alternative content providers in Poland. This category likely includes both international and local streaming platforms, reflecting the diverse options available to Polish viewers.

The report also notes the impact of major sporting events on television viewership in July. The final phase of the Euro 2024 football tournament and the beginning of the Olympic Games in Paris dominated the list of top 10 most-watched programs for the month. These high-profile sports events likely contributed to maintaining viewer engagement with linear television, particularly through terrestrial and satellite platforms that often carry such broadcasts.

Nielsen's methodology for The Gauge in Poland is designed to provide a holistic view of TV consumption across different platforms. The report is based on Average Minute Rating (AMR) audience share data, offering a detailed breakdown of viewership for people aged 4 and above. This approach allows for a comprehensive analysis of viewing habits across various demographic groups.

The data collection includes both linear and time-shifted viewing up to 7 days after the original broadcast, capturing the full spectrum of how Polish audiences engage with television content. Additionally, the report classifies live streaming viewership of TV stations on Over-The-Top (OTT) platforms as part of the streaming category, reflecting the evolving ways in which traditional content is being consumed.

The "Other" category, which accounts for 6.5% of viewing time, encompasses views of unrecognized content. This could include activities such as gaming, viewing content from unidentified sources, or periods when the TV is on but no specific content is being actively watched.

The introduction of The Gauge in Poland follows its successful launch in the United States in May 2021. This expansion of the report to international markets reflects Nielsen's commitment to providing comprehensive audience measurement data across diverse media landscapes. By offering insights into the relative strengths of different viewing platforms, The Gauge serves as a valuable tool for broadcasters, advertisers, and content creators to understand and adapt to changing viewer preferences.

As the television landscape continues to evolve, with streaming services gaining ground and traditional broadcasters adapting their strategies, The Gauge provides essential data for industry stakeholders to navigate this changing environment. The dominance of cable and satellite platforms, combined with the growth of streaming, paints a picture of a diverse and dynamic media ecosystem in Poland.

Key facts from Nielsen's The Gauge for Poland in July 2024

• Average daily TV viewing time was 3 hours and 28 minutes, down 5 minutes from June
• Cable television held the largest share at 32.6% of total TV viewing time
• Satellite television accounted for 29.6% of viewing time
• Terrestrial television captured 22.8% of the audience share
• Streaming services collectively reached 8.6% of total TV viewing, up from 8.3% in June
• YouTube maintained its leading position in streaming with a 2.1% share
• Netflix increased its share by 0.2 percentage points to reach 1.9%
• Other streaming services accounted for 4.6% of viewing time
• The "Other" category, including unrecognized content, represented 6.5% of viewing time
• Major sporting events dominated the top 10 most-watched programs in July
• The report is based on a panel of 3,500 households and 9,700 individuals
• Data covers viewers aged 4 and above across various TV delivery platforms