Polish viewers are watching more TV and open to new ways of consuming TV services.
Quoting a study by Millward Brown commissioned by Discovery Networks CEEMEA, Wirtualne Media reports that 92% of Polish households with access to the internet and pay-TV have at least one laptop and 84% a smartphone.
Furthermore, over half have a tablet and 37% a smart TV. Many homes also have a desire to have more devices, with 19% identifying tablets, 16% games consoles and 13% TVs with internet access.
Some 17% of viewers watch TV programmes at least three times a week on three screens. One in four homes also have the full range of devices for watching TV services.
Interestingly, the type of programming determines the way in which it is watched.
Movies, for instance, are preferred to be viewed on demand (65% of respondents), series free of charge on broadcast networks (50%) and sports and news live on the internet (48% and 54% respectively).
Documentaries are viewed in the traditional manner (82%), with 60% of respondents preferring to record them.
TV (70%) remains the most popular method of viewing.
Although over 50% of viewers are satisfied with current VOD offers, over 40% are not.
The latter are least content with documentaries (55%), followed by movies (44%) and foreign series (40%).
Viewers are also wiling to accept advertising, providing it is limited to 2-3 minute blocks. They also increasingly turn to social media (30%) for information about TV programmes.
