Streaming hits historic 10.1% share in Poland as viewing patterns shift

Streaming services reached a historic milestone in Poland during July 2025, capturing 10.1% of total television viewing time for the first time, according to Nielsen's latest Gauge report released in August 2025. The 0.4 percentage point increase from June represents significant momentum for digital platforms as traditional television viewership continues declining across Polish households.

According to Nielsen's measurement data, Polish viewers spent an average of 3 hours and 32 minutes per day watching video content on television screens in July 2025, marking a 5-minute decrease from June but maintaining levels 4 minutes higher than the same period in 2024. The streaming sector's growth came entirely at the expense of traditional linear television, as overall viewing time remained relatively stable year-over-year.

YouTube maintained its position as Poland's leading streaming platform with 2.4% of total television usage, unchanged from the previous month. Netflix demonstrated steady growth, reaching 1.8% market share with a 0.1 percentage point increase compared to June 2025. The remaining streaming platforms collectively accounted for 5.9% of viewing time, reflecting the fragmented nature of Poland's digital entertainment landscape.

Traditional television distribution remains dominant

Cable television retained the largest share of Polish viewing habits at 33.4%, while satellite services commanded 26.2% of total usage. Terrestrial broadcasting captured 23.2% of viewing time, with the remaining 7% attributed to unrecognized content sources. These distribution patterns demonstrate the continued importance of traditional television infrastructure despite streaming's gradual expansion.

The July 2025 data marks a continuation of viewing pattern shifts that began accelerating during the summer months. Nielsen's methodology tracks viewing across all major delivery platforms using a single-source panel of 3,500 households representing almost 9,700 individual panelists aged 4 and older. The measurement includes both linear programming and time-shifted content viewed within seven days of original broadcast.

Summer viewing drives streaming adoption

Nielsen's data indicates summer vacation periods traditionally correlate with increased streaming consumption as viewers seek on-demand entertainment options. The July 2025 surge aligns with broader European trends toward digital content consumption, particularly among younger demographics who drive platform adoption rates.

The streaming milestone occurred despite overall television viewing declining during Poland's summer holiday season. This pattern suggests streaming platforms successfully captured audience attention that previously would have been distributed across traditional television programming or lost entirely to alternative entertainment activities.

Technical measurement methodology

Nielsen Poland created its iteration of The Gauge using methodologies comparisons with the original US version launched in May 2021. The measurement system provides monthly analysis of television usage across key delivery platforms, offering comprehensive insights into audience consumption patterns across cable, satellite, terrestrial, and streaming viewership categories.

The data presentation methodology breaks down viewership for individuals over 4 years old across traditional television distribution methods and streaming services. Live streaming viewership of television stations through over-the-top platforms receives classification as streaming rather than traditional viewing, reflecting the technical delivery method rather than content origin.

Nielsen's single-source panel methodology enables accurate cross-platform measurement by tracking the same households across all viewing categories. This approach eliminates potential discrepancies that could arise from separate measurement systems for different platform types.

Marketing implications

The 10.1% streaming threshold represents critical mass for digital advertising strategies in Poland. Advertising professionals increasingly recognize connected television as premium inventory for reaching cord-cutting audiences who have migrated from traditional linear television consumption patterns.

The fragmented streaming landscape presents both opportunities and challenges for marketers attempting to reach Polish audiences. While streaming provides enhanced targeting capabilities compared to traditional television, the distribution across multiple platforms requires more complex media planning strategies to achieve comprehensive reach.

Nielsen's expansion of connected television measurement capabilities across European markets reflects growing demand for cross-platform competitive intelligence as advertising budgets shift toward digital channels.

Comparative context with July 2024

The July 2025 results show significant evolution from the previous year's measurement period. In July 2024, Polish viewers spent 3 hours and 28 minutes daily watching television content, 4 minutes less than the 2025 equivalent. Streaming captured 8.6% of total viewing time in July 2024, with YouTube maintaining 2.1% share and Netflix achieving 1.9% market share.

The year-over-year comparison reveals streaming's 1.5 percentage point growth, representing an 17.4% increase in market share. This growth rate substantially exceeds traditional television sectors, indicating sustained momentum for digital platform adoption among Polish audiences.

Cable television's share declined from 32.6% in July 2024 to 33.4% in July 2025, while satellite distribution dropped from 29.5% to 26.2%. Terrestrial broadcasting increased slightly from 22.8% to 23.2%, suggesting some redistribution among traditional television delivery methods alongside streaming's overall expansion.

Industry measurement standards

The Gauge methodology represents Nielsen's global standard for cross-platform television measurement, providing consistent metrics across multiple international markets. The monthly reporting cycle enables industry stakeholders to track consumption pattern changes and adjust strategies accordingly.

Nielsen's measurement approach captures viewing behavior across all major device categories including smart televisions, streaming devices, and traditional set-top boxes. This comprehensive coverage ensures accurate representation of modern viewing habits that increasingly span multiple device types and content sources.

The methodology's inclusion of time-shifted viewing up to seven days acknowledges changing consumption patterns where audiences increasingly control when they consume content rather than adhering to traditional broadcast schedules.

Platform-specific performance

YouTube's sustained 2.4% market share in July 2025 reflects the platform's established position in Poland's entertainment ecosystem. The service's combination of user-generated content, music videos, and professional programming provides broad appeal across demographic segments.

Netflix's incremental growth to 1.8% demonstrates continued investment in Polish-language content and international programming resonating with local audiences. The platform's subscription model contrasts with YouTube's advertising-supported approach, creating different value propositions for consumers.

The 5.9% market share captured by other streaming platforms indicates significant opportunity for emerging services to establish market presence. This fragmentation suggests Polish audiences actively explore multiple platforms rather than consolidating viewing around dominant services.

Historical context

The 10.1% streaming threshold in Poland lags behind markets like the United States, where streaming services captured 46.0% of total television usage in June 2025. However, the growth trajectory suggests Poland follows similar adoption patterns with approximately two-year lag compared to more mature digital markets.

European streaming adoption varies significantly by market, with factors including broadband infrastructure, content availability, and local regulatory environments influencing adoption rates. Poland's steady growth reflects improving digital infrastructure and increasing consumer comfort with subscription-based entertainment models.

The Polish market's streaming development parallels broader Central European trends toward digital content consumption, particularly among urban populations with reliable high-speed internet access.

Timeline

• July 2024: Polish streaming captures 8.6% of television viewing time with YouTube at 2.1% and Netflix at 1.9%
• June 2025: Streaming reaches 9.7% share as summer viewing patterns begin emerging
• July 2025: Streaming achieves historic 10.1% milestone with YouTube maintaining 2.4% and Netflix growing to 1.8%
• August 2025: Nielsen releases July 2025 Gauge report showing streaming's breakthrough performance

PPC Land explains

Nielsen: The global leader in audience measurement, data, and analytics that provides television and streaming viewership data across multiple international markets. Nielsen's methodology combines single-source panel data from thousands of households to create comprehensive cross-platform measurement standards. The company's Gauge reports serve as industry benchmarks for understanding consumption patterns across traditional television and digital streaming platforms.

Streaming: Digital content delivery method that allows viewers to access video programming through internet connections rather than traditional broadcast, cable, or satellite distribution. Streaming services include both subscription-based platforms like Netflix and advertising-supported options like YouTube. This delivery method enables on-demand viewing and represents the fastest-growing segment of television consumption globally.

YouTube: Google's video-sharing platform that maintained 2.4% of Poland's total television viewing time in July 2025. YouTube combines user-generated content, music videos, and professional programming accessible through smart televisions and streaming devices. The platform's advertising-supported model provides free access to content while generating revenue through targeted advertisements.

Netflix: Subscription-based streaming service that achieved 1.8% market share in Poland during July 2025, representing 0.1 percentage point growth from the previous month. Netflix's business model relies on monthly subscription fees and has expanded into advertising-supported tiers in multiple markets. The platform invests heavily in original content production and international programming to attract global audiences.

Television: Traditional broadcast medium that includes cable, satellite, and terrestrial distribution methods collectively representing 82.8% of Polish viewing time in July 2025. Television measurement encompasses both linear programming and time-shifted content viewed within seven days of original broadcast. Despite streaming growth, television remains the dominant entertainment consumption method across Polish households.

Market share: Percentage of total viewing time captured by individual platforms or distribution methods within Nielsen's measurement framework. Market share calculations enable competitive analysis and trend identification across streaming services and traditional television providers. These metrics guide advertising spending decisions and content investment strategies for media companies.

Viewing time: Total minutes spent consuming video content across all measured platforms and devices within Nielsen's methodology. Average daily viewing time in Poland reached 3 hours and 32 minutes in July 2025, reflecting both traditional television and streaming consumption patterns. Viewing time measurements account for all household members aged 4 and older within Nielsen's panel sample.

Cable television: Traditional television distribution method through physical cable infrastructure that commanded 33.4% of Polish viewing time in July 2025. Cable services typically offer bundled channel packages with hundreds of programming options across multiple genres. This distribution method remains the largest single category within Poland's television landscape despite gradual market share erosion to streaming alternatives.

Digital platforms: Technology-enabled content delivery systems including streaming services, on-demand programming, and over-the-top applications accessed through internet connections. Digital platforms provide enhanced targeting capabilities for advertisers and greater content control for viewers compared to traditional television programming. These platforms increasingly compete with traditional television for audience attention and advertising revenue.

Content consumption: Viewer behavior patterns encompassing how, when, and where audiences access entertainment programming across multiple device types and platforms. Content consumption measurement includes traditional television viewing, streaming platform usage, and time-shifted programming accessed through digital video recorders. Understanding consumption patterns enables media companies to optimize content creation and distribution strategies.

Summary

Who: Nielsen Poland measuring television and streaming viewership across 3,500 households representing 9,700 panelists aged 4 and older

What: Streaming services reached 10.1% of total television viewing time in Poland for the first time, with YouTube maintaining 2.4% share and Netflix achieving 1.8% market share

When: July 2025 measurement period with results announced in August 2025, showing 0.4 percentage point increase from June 2025 levels

Where: Poland's television market across cable (33.4%), satellite (26.2%), terrestrial (23.2%), and streaming (10.1%) distribution platforms

Why: Summer viewing patterns and continued audience migration toward on-demand content drove streaming growth while traditional television viewing declined during vacation periods