Netflix has on average three times as many paying customers as other on demand platforms in Poland.
Furthermore, according to the findings of research undertaken by PMR and published by Wirtualne Media, it claims the most revenues as it has the highest prices.
Poland’s pay-TV and internet video content market was worth PLN6.95 billion (€1.61 billion) in 2018, or 3.9% more than year earlier. This was largely thanks to the performance of VOD, which accounted for around 12% of the entire market and saw its revenues grow by 25%.
All told, 2.7 million viewers paid a total of PLN854 million in 2018 to watch on demand content.
There were a total of 9.4 million VOD users in Poland in 2018, of whom 55% accessed AVOD/TVOD and 45% paid VOD services.
Almost half (46%) of VOD users watched services through operators’ channels, chiefly HBO GO.
Significantly, the research also shows that the majority of respondents (70.9%) would not drop their pay-TV service in favour of an on demand one.
Revenues from SVOD service are forecast to grow by an annual average of 7.8% between 2019-24.
At the same time, the number of SVOD users is forecast to grow by 1.6 million over the same period.
