However, according to the findings of MEC VideoTrack ll, a survey undertaken by the media agency MEC, while the percentage of people paying to watch online video has not increased since last year, users claim to pay higher amounts and monthly subscription has become a more popular way of accessing VOD services. Furthermore, binge viewing is becoming more popular.
VOD is by far the most popular way of accessing long video content, with the 77% of Polish internet users who chose it being 4 percentage points higher than a year earlier. All told, over 90% of Polish internet users now watch long video content online.
The frequency of watching movies and shows online is growing. In 2016, more than half of internet users claim to do so at least several times a week, while among those aged 15-24 figure is almost two-thirds.
Meanwhile, binge viewing is strongly correlated to age. It is most strongly seen in those aged 15-24, with every fourth respondent watching more than four episodes in one sitting.
In terms of preferred payment methods for VOD, those wishing to do so for a single episode fell from 42% in 2015 to 37% this year. On other hand, monthly subscriptions were favoured by an increasing number of viewers, up from 29% to 32%. Much less favoured were packages of episodes and daily and weekly subscriptions.
Currently, over a quarter (26%) of users watching long form video sometime spay for it. Almost half of them spend over PLN10 (€2.28) and over 16% at least PLN20 a month.
The most popular VOD site among viewers who pay for on demand is ipla with 55%, while Netflix is only 10th in the list on 10%.