According to a study by PwC published by Wirtualne Media, the most popular online video service is YouTube, which is used by 74% of viewers. It is followed by Ipla.tv (44.8%), Player.pl (33%), Cda.pl (30.9%) and VOD.pl (29.2%), with Netflix only in 16th place on 7.3%.
Just under half (45%) of respondents said they watch live TV programmes or those shown for the first time. Furthermore, 43% said there are too many TV channels, while 36% watch whole series providing they are available on the internet, with this preference being most pronounced among viewers aged 18-24.
Interestingly, a third (33%) were of the opinion that videos available online should be free to watch. When watching video on mobile devices, Millennials prefer those in social media (62%) and short films (55%).
Nearly three-quarters said they would like to build their own TV channel offer, with the most popular number being 10-15 services.
Nearly half said they would pay up to PLN5 (€1.17) a month for a channel, while 16% would pay PLN11-20, with the number willing to pay more negligible.
Most respondents said they would be willing to watch commercials in order to have access to their chosen TV channels.
Internet ad spend is expected to exceed that for TV advertising in Poland by 2020.