Polish viewers are becoming increasingly interested in subscribing to TV channels on an à la carte basis. Furthermore, almost one in three who watch streaming services do so on their TVs.
According to a study by Wavemaker, 52% of respondents (of whom 57% were operators’ customers and 40% who watched terrestrial TV) would be interested in an à la carte model. This is 5pp more than in the same period last year. Given such an option, 4 out of 10 viewers would add up to five channels to their “package” and three quarters up to 10 channels. However, the overwhelming majority would not pay more than PLN10 (€2.1) for a single channel, with barely a fifth saying they would pay more.
Given the choice of which channels they would pay for, HBO and Canal+ came top.
Wavemaker’s study also looked at viewers’ channel preferences on remotes, which like à la carte is highly relevant in the light of the current controversial ‘Lex Pilot’ proposals.
It found that Polsat, TVN, TVP1, TVP2 and TVN7 would be in the first five places on a remote if it was decided by Polish viewers. Almost every fourth viewer was positive about the concept of using the first places on the remote for the public broadcaster’s channels, but half were sceptical.
Meanwhile, a separate study has found that streaming services are being increasingly watched on TVs in Poland. According to Nielsen Media, among viewers aged 4+, their viewing share on TV sets stood at 30% as of December 2022, up from 13% a year earlier.
Although mobile remained the most popular mode of viewing, its share fell from 52% to 43% over the same period. Likewise, the share of PCs/laptops fell from 31% to 24% and tablets from 4% to 3%.