According to Nielsen's latest Gauge™ report released in November 2024, Polish television viewers spent an additional six minutes per day watching TV content in October compared to September, driven by seasonal programming changes and major sporting events. The comprehensive study, which analyzed viewing data from 3,500 households comprising nearly 9,700 panelists, revealed significant shifts in how Polish audiences consumed video content across traditional and streaming platforms during the autumn season.
Traditional television broadcasting maintained its dominant position in the Polish market, experiencing a 3% increase in viewership during October. The surge was particularly noticeable during international football matches, with the League of Nations fixtures featuring Poland versus Croatia and Poland versus Portugal drawing substantial audiences to conventional TV platforms.
Breaking down the viewing distribution, terrestrial television commanded 23.4% of total viewership, while cable networks secured 31.3% of the audience share. Satellite television providers maintained a strong presence with 30.4% of total viewership, according to Nielsen's measurement data.
The streaming segment, which accounted for 8.7% of total TV screen time, demonstrated the evolving nature of video consumption in Poland. This figure represented a marginal decrease of 0.1% compared to September 2024. YouTube emerged as the leading streaming platform with a 2.0% share of total viewing time, followed by Netflix at 1.9%. Additional streaming services collectively contributed 4.8% to the overall viewing metrics.
The methodological framework employed by Nielsen Poland relies on Average Minute Rating (AMR) audience share data, encompassing viewers aged four years and above. The measurement system accounts for various content delivery mechanisms, including cable, satellite, and terrestrial television, with the latter incorporating both linear broadcasts and time-shifted viewing up to seven days after initial transmission.
Nielsen's examination of the Polish market represents an expansion of The Gauge™ measurement system, which was first introduced in the United States in May 2021. The methodology categorizes viewing patterns across multiple platforms, providing granular insights into content consumption behaviors. Live streaming viewership of television stations through Over-The-Top (OTT) platforms is specifically classified within the streaming category, while unrecognized content falls under the "Other" designation.
Key Facts
- Daily TV viewing increased by 6 minutes in October 2024
- Traditional TV channels saw 3% viewership growth
- Streaming services accounted for 8.7% of total viewing
- Data collected from 3,500 households with 9,700 panelists
- Terrestrial TV: 23.4% market share
- Cable TV: 31.3% market share
- Satellite TV: 30.4% market share
- YouTube: 2.0% of total viewing
- Netflix: 1.9% of total viewing
- Other streaming services: 4.8% combined share