Nielsen has published its first All Screens Video Landscape report of 2026, tracking total household viewership in Poland across TV, PC/laptop, smartphone and tablet between 2024 and 2025.
The report ranks the top 10 content distributors by audience share and splits viewing between TV screens and other devices. In 2024, Warner Bros. Discovery led with 19.51%, ahead of TVP on 18.41%, with Polsat third on 18.18%. By 2025, Polsat had moved into first place with 18.12%, Warner Bros. Discovery slipped to second on 17.97% and TVP dropped to third with 17.56%.
Telewizja Republika was one of the biggest movers, rising from sixth place in 2024 with 3.24% to fourth in 2025 with 5.23%.
Nielsen also reported a continued shift towards connected TV viewing for digital-first platforms. Google’s share of household viewership on the TV screen increased year on year from 27% to 29%, while Netflix’s TV screen share rose from 80% to 84%.
Lucyna Koba, Market Leader at Nielsen Poland, said: “The 2024–2025 data shows a reordering among Poland’s leading content distributors, with Polsat, Warner Bros. Discovery, and TVP continuing to lead a highly competitive, dynamic, and evolving field. Additionally, our data shows that the TV screen is becoming an increasingly important destination for digital-first platforms.”
Across all video consumption, the report found a 4.42% year-on-year decline in total reach, while average time spent viewing increased by 1.04%, indicating fewer households watched in 2025 but those that did spent longer viewing. Streaming viewing time rose by 4.19% despite a 4.32% drop in reach, while linear TV time was broadly stable, up 0.19%, even as reach fell by 4.5%.
Nielsen attributed the decline in reach in part to fewer major sporting fixtures in 2025 compared with 2024, which included the Olympic Games and the UEFA European Championships. The report also pointed to strong political programming in 2025, including debates around the Polish presidential election, supporting deeper engagement among audiences.
Koba added: “Success is increasingly defined not just by how many people they reach, but by how effectively they can retain that audience’s attention. The fact that linear TV viewing time remained stable despite a drop in reach further underscores that traditional television continues to hold a highly loyal and consistent core audience.”
