Although streaming services are becoming increasingly popular in Poland, viewers still spend around 90% of their TV time watching traditional programming.
According to the latest findings of Nielsen The Gauge, Poles increased their streaming viewership in January, from 5.6% to 5.9%. Netflix (1.8%) and YouTube (1.3%) accounted for a combined 3.7%, with other streaming services claiming 2.7%. Satellite was the most popular way of watching traditional TV (34.6% of the total), followed by cable (29.5%) and terrestrial (23.9%), while other services claimed 6.1%.
The Gauge was created to provide the media industry with a monthly analysis of television usage across key television delivery platforms. Nielsen published its first edition of The Gauge in the US in May 2021.
The data comes from Nielsen’s single-source panel consisting of 3,500 households and almost 9,700 panellists. The Gauge: Poland is based on monthly AMR (Average Minute Rating) audience share data. The data is presented for people over 4 years old, broken down into cable, satellite, terrestrial television (both linear and shifted in time up to 7 days), and viewership from streaming (live streaming viewership of TV stations on OTT platforms is classified as streaming viewership). The “Other” category includes views of unrecognised content.
