Nearly half (48%) of all internet users in Poland now watch films and series online.
Furthermore, according to a study by GfK produced for Atmedia, 30% more user are now willing to watch ads rather than pay for online content than a year ago.
The study also found that a third of Poles who do not watch chose to view online content instead.
Viewership of films and series online is significantly higher in the younger demographic, with 68% of 15-19 year-olds choosing to watch content in such a way.
This falls to 32% among those aged 40 and upwards.
The number of VOD ‘heavy users’ is also growing significantly in Poland, up by almost a quarter on last year, with 39.5% of respondents saying they watched on demand services at least three times a week.
However, only one in five users is willing to pay even a small amount to watch VOD, with 73% (up from 56% in 2012) of respondents preferring to watch ads.
Among respondents aged 15-75, 70% said they watched only TV, 27% VOD and TV, 1% VOD only and 2% neither TV nor VOD.
