Bundled services continue to grow in popularity in Poland, with mobile broadband the main driver.
According to the latest report from Kagan, S&P Global Market Intelligence on the Polish broadband market, in 2017 the mobile element was included in 70.8% of bundled services combinations used by Polish customers.
Other key findings were as follows:
The number of subscribers using bundled services went up from 2.4 million in 2013 to 10.15 million in 2017.
While triple-play services still have a very low take-up rate and their growth have remained stagnant over the last few years, the number of subscribers taking two services has been constantly rising.
In 2017, double play continued to be the most popular category of bundled packages, used by 8.3 million subscribers or 82% of bundled services subscribers, followed by triple play with 1.4 million subscribers (13.9%), quadruple play with 400,000 subscribers (4%) and quintuple play with 10,000 subs (0.1%).
Used by over 60% of subscribers, the combination of mobile telephony and mobile internet was the most popular service bundle in 2017 — the only combination that gained popularity year over year. All other service packages decreased their share, including the second most popular, fixed internet and TV (11%) and the third, fixed telephony, fixed internet and TV (7.2%).
In 2017, Poland had the second-highest take-up of mobile broadband in the EU, after Finland, with 143.9%, well above the EU average of 90.2%, as a result of rapidly increasing coverage of its 4G/LTE network, which reached 99.9% of the population last year. This has enabled mobile broadband to become the real alternative for wired networks.
The bundled market was worth PLN4.72 billion ($1.25 billion) in 2017, more than double the PLN2.08 billion in 2014.
Mobile operator P4, operating under the brand Play, leads the market (30% share in 2017) serving 5.3 million bundled subscribers in 2017, up from 3.7 million a year earlier – the cellular company accounts for more than half of all bundled subscribers.
The incumbent telco Orange Polska was second with 1.2 million subs, up from 888,000 in 2016, followed by the country’s largest cable operator UPC Poland with 924,000 bundled services subs.
