However, according to Consumer Surveys 2019, produced by the Office of Electronic Communications (UKE) and looking at private customers, only 15.1% of pay-TV users would also be interested in signing up for a subscription video service such as Netflix and HBO Go, with majority (42.3%) willing up to PLN29 (€6.8) a month.
OTT users in Poland watch an average of 1.8 hours of SVOD content a day and 12.7 hours a week. Films are the most popular genre (73.4%), followed by series (61.1%), entertainment (18.9%), sport (16.3%) and information (13.1%).
When choosing subscription services the most important factor is price (52%), followed by the elasticity of content offered (38.4%), TV content offered (35.5%) and length of agreement (32%).
Significantly, traditional pay-TV services scored much better than OTT ones in such areas as customer service.
In resolving technical problems, for instance, the favourable scores were 72.2% vs 51.0%.
Despite these insights into the OTT market in Poland, two important findings stand out. Firstly, only 10.5% of respondents have heard of OTT (which encompasses such services as Skype, WhatsApp, Spotify and Netflix), rising to 21.6% among young people and 14% with higher education.
And secondly, the overwhelming majority (79.9%) of pay-TV (cable or DTH) subscribers either have no intention of changing their service or don’t know if they will in the next 12 months.