Evidence of the popularity of Netflix – as if it were needed – among Polish internet users has been provided in the latest research by the agency Wavemaker.
Its VideoTrack study, undertaken in April, shows that 47% of respondents believe the SVOD service produces the best series.
This places it in top spot, jointly with HBO, and is an indication of just how popular Netflix has become in Poland in the last three years. Indeed, in a VideoTrack study in 2016 it only polled a handful of percentage points.
The latest study also shows that Polish internet users have a strong preference for US-produced series, with over two-thirds (68%) placing them in first position. Local productions come second with 43%, while UK series are third with 29%.
Perhaps not surprisingly, Game of Thrones was the most popular series among Polish internet viewers in 2018, with no fewer than 8.7 million choosing to watch it. However, the figure, published by Parrot Analytics and quoted by Wavemaker, applied to all seasons of the hit series available to date, not just the most recent.
In its Global Television Demand Report, released earlier this month, Parrot Analytics in fact concluded that Netflix remains by far the most popular provider of digital original series across all markets. However, its share is falling, down from 71% in Q1 2018 to 64.6% in the first quarter of this year.
This should nevertheless not detract from its growing popularity in Poland, where in May, according to data produced by Gemius/PBI for Wirtualne Media, it was already the country’s most popular fully paid VOD service.
As if to underline the importance it attaches to the Polish market, Netflix is also understood to be preparing to open a local office in Warsaw at some stage next year.
