Over a third (36%) of Polish internet users watch VOD content online on a daily basis, according to the findings of VideoTrack 4, the latest study produced by the agency Wavemaker.
Furthermore, one in two of those who access on demand content pay for it.
The most heavy daily viewing of VOD content is found among the 16-24 age group, with the total rising from 29% in 2017 to 42% this year. Furthermore, the popularity of on demand is being driven by such services as Netflix, which is known to 80% of respondents to Wavemaker’s study.
The other most recognised brands are HBO Go (77%), CDA Premium (57%) and Amazon Prime (31%), with Netflix and HBO Go having seen an increase of over 20 percentage points in recognition in the last year and a half.
Significantly, over half (53.3%) of those who pay for on demand content prefer to do so with a monthly subscription.
This is followed by 6.4% with a weekly subscription, 6.2% with a daily subscription, 24.3% a one-off fee (for a clip, for instance) and 9.7% for a package of clips.
The most popular reason for watching VOD is the lack of advertising (47%), followed by it offering the best movies (46%).
Streaming continues to be the most popular way of seeking out long-form content (80%), with torrents, becoming increasingly less popular, accounting for 20%.
