The average customer in the Polish SVOD segment pays for 2.2 subscriptions, according to Wavemaker’s VideoTrack study.
The Group M company found Netflix is the most common choice, significantly ahead of
Max, Disney+, and the growing Prime Video platform in Poland.
Max has benefitted from investment in both programming and marketing, while Prime Video has risen from 5th to 3rd place in the ranking. There has been no further growth for Disney since last year.
Netflix also leads in terms of subscriber loyalty with 7 out of 10 subscribers (across various payment models), with Max in second place at 22%, and Prime Video in third (again, after a 4 percentage point increase) at 16%.
The percentage of viewers paying for streaming services has stabilised at last year’s levels, but the number of services subscribed to and the amount paid has both increased.
There are now 2.2 subscriptions per household in the SVOD (subscription VOD) segment (up from 2.06 last year), and the percentage of customers spending more than PLN 50 per month €12) on streaming has risen to 28% of this segment (up from 21% last year).
At the same time after some years of stability, the demand for torrents has shrunk slightly, with only one in ten online viewers now downloads series and movies from such sites.
The expansion of paid streaming and the increasing legal availability of high-quality shows in Polish streaming influenced the decline of torrents in the early years of the SVOD segment’s development (2016-2020). This has not eliminated piracy – illegal video services, which allowed viewing without downloading files to a computer, partially took over the role of torrents.
