Netflix is enjoying strong growth in Poland’s on demand market, though it still remains some way off established locally owned players.
Data produced by Gemius/PBI for Wirtualne Media shows that in May the SVOD service had nearly 743,00 real users and 12.47 million opens. The average usage time was 11 minutes and seven seconds, with its reach at 2.71%.
VoD.pl, owned by Grupa Onet-RAS Polska, was the most popular service, with nearly 2.99 million users and 12.5 million opens. Its average usage was 42 minutes and 19 seconds and reach 10.91%. The next most popular services were player.pl, wp.tv, tvp.pl-VOD and ipla.tv. Although ShowMax TV, which only made its debut in Poland earlier this year, was in sixth place in terms of users (1.085 million) and ahead of seventh placed Netflix, the latter had more opens and was on average viewed for longer. However, ShowMax’s reach, at 3.96%, was bigger than that of Netflix.
Wirtualne Media notes that in the year to May 2017 Netflix saw its reach increase over five-fold and opens by 16 times, while its usage time doubled. Its performance has been helped by the introduction of localisation last autumn.
It will also be further helped by the fifth season of House of Cards, which began airing on May 30.
