Services offered by leading broadcasters in Poland are very popular among internet users who do not have a TV set.
According to the latest MEC VideoTrack survey, around 5% of Polish internet users have no TV set or use it for purposes other than watching TV, such as games consoles.
However, not having or not using a TV set does not mean that there is no contact with TV content. Nearly 60% of such people watch films, series and other TV programmes online at least several time a week, and almost 50% claim that they devote more than two hours every day to this pastime. There are more heavy users of the internet video among persons with no TV set than among the average internet users, both in terms of the frequency and time spent on watching VOD.
Of those without a TV set, nearly a third live in cities with a population of over 0.5 million and 40% are aged 25-34. Interestingly, nearly 6 out of 10 are women.
They also have a lower income than the average internet user and over 70% never pay for video content watched online.
The popularity of VOD sites of the main broadcasters is almost as high among those without a TV set as among all respondents. Services offered by Polsat, TVP, TVN and VOD.pl with an extensive offer of Polish TV series are visited by 60% of internet users with no TV set.
This means that breaking with a television set does not mean breaking with the traditional TV programming, and advertisers are able to reach a substantial percentage of those without a television set using services of the largest broadcasters.
The survey found that 65% of non-TV users get their VIOD content from laptops, followed by 24% from desktop computers, 13% from smartphones and 6% from tablets.
