Long-form videos are now watched by 94% of Polish internet users, with 60% doing so a few times a week and 24% on a daily basis.
According to the findings of the latest study by Wavemaker (VideoTrack lll), published by Wirtualne Media, the heaviest users on a daily basis are those aged 15-24 (29%) and 25-34 (28%), with men more represented than women.
Furthermore, cable TV viewers (26%) are more represented in this group than those watching terrestrial and satellite TV (23% and 22% respectively).
The study also notes that torrents are becoming less popular in Poland and were watched by 21% of internet users in 2017, compared to 24% in 2016 and 27% in 2015.
On the other hand, the viewing of streamed services has stabilised. They were watched by 77% of internet users in both 2016 and 2017, and 73% in 2015.
Poland’s SVOD market has been transformed by the likes of Netflix, Showmax and Amazon Prime Video and there is high recognition of the brands among internet users – 63% in the case of Netflix, which is more than 60% for HBO GO.
Significantly, the study notes that the usage of VOD services in Poland has as yet not benefited from cord cutting or cord shaving.
The study was undertaken last October and focused on 2,000 internet users aged 16+.
