Polish TV Viewership rises as summer ends, streaming gains ground

As autumn settles in and summer vacations come to an end, Polish viewers are spending more time in front of their TV screens. According to Nielsen's The Gauge™: Poland report for September 2024, released on October 16, 2024, television viewership in Poland increased by 3.2% compared to August. This shift in viewing habits is primarily attributed to the start of the school year and the conclusion of the summer holiday season.

The report reveals that Polish audiences spent an average of 3 hours and 38 minutes per day watching TV in September, marking a 7-minute increase from August. While traditional television continues to dominate content consumption, streaming services are steadily gaining ground.

Streaming's growing influence

Streaming platforms accounted for 8.8% of total TV viewing time in September, up from 8.7% in August. This incremental growth reflects the ongoing shift in viewer preferences and the increasing availability of streaming content.

Netflix and YouTube maintained their positions as the leading streaming platforms in Poland. Both services captured 2.0% of total TV viewing time in September. Notably, Netflix saw a slight increase from 1.9% in August, while YouTube experienced a minor decline from 2.1%.

Several other streaming services demonstrated impressive growth in September:

• Pilot WP
• Player
• Canal+ Online

These platforms contributed to the overall increase in streaming's share of total video viewing on TV screens, indicating a diversifying streaming landscape in Poland.

Traditional TV Viewing patterns

Despite the growth in streaming, traditional television formats continue to play a significant role in Polish viewing habits:

• Cable TV: 31.9% of total viewing time
• Satellite TV: 30.0% of total viewing time
• Terrestrial TV: 23.3% of total viewing time

These figures underscore the enduring popularity of conventional TV delivery methods among Polish viewers.

Nielsen's The Gauge™ provides monthly analyses of television usage across key delivery platforms. First introduced in the United States in May 2021, The Gauge™: Poland offers valuable insights into the Polish television market.

Methodology Behind The Gauge™

The data for The Gauge™: Poland is collected through Nielsen's single-source panel, which comprises:

• 3,500 households
• Nearly 9,700 individual panelists

The report is based on monthly Average Minute Rating (AMR) audience share data for viewers aged 4 and above. It categorizes viewership into:

• Cable television
• Satellite television
• Terrestrial television (including linear and time-shifted viewing up to 7 days)
• Streaming (including live streaming of TV stations on OTT platforms)

An "Other" category is included to account for unrecognized content views.

Implications for the Polish media landscape

The September 2024 data from The Gauge™: Poland highlights several important trends in the country's television viewing habits:

1. Seasonal Shifts: The increase in viewership as summer ends demonstrates the impact of seasonal factors on TV consumption.
2. Streaming's Steady Growth: While traditional TV remains dominant, the consistent rise in streaming's market share suggests a gradual shift in viewer preferences.
3. Platform Diversity: The growth of smaller streaming platforms indicates a diversifying market, potentially offering more choices for consumers and challenges for established players.
4. Resilience of Traditional TV: Despite the rise of streaming, cable, satellite, and terrestrial TV continue to command a significant majority of viewing time.
5. Adaptation of TV Stations: The introduction of new programming schedules by TV stations in September likely contributed to the overall increase in viewership.

Key Facts

• Overall TV viewership in Poland increased by 3.2% in September 2024 compared to August.
• Average daily TV screen time rose to 3 hours and 38 minutes, a 7-minute increase from August.
• Streaming services accounted for 8.8% of total TV viewing time, up from 8.7% in August.
• Netflix and YouTube each captured 2.0% of total TV viewing time.
• Cable TV led with 31.9% of viewing time, followed by satellite (30.0%) and terrestrial TV (23.3%).
• The Gauge™: Poland is based on data from 3,500 households and nearly 9,700 panelists.
• The report uses Average Minute Rating (AMR) audience share data for viewers aged 4 and above.

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