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The TV & Video market in Poland is witnessing mild growth, influenced by factors like the steady demand for traditional viewing options, the rise of streaming services, and changing consumer preferences for on-demand content, all contributing to a dynamic viewing landscape.

Customer preferences: In Poland, consumer preferences in the TV & Video market are shifting towards personalized viewing experiences, with an increasing appetite for on-demand content that caters to individual tastes. The rise of streaming platforms has led to a decline in traditional cable subscriptions, particularly among younger demographics. Additionally, cultural influences, such as local content production and the popularity of Polish series, are reshaping viewing habits, fostering a demand for diverse programming that reflects national identity and contemporary societal themes.

Trends in the market: In Poland, the TV & Video market is experiencing a notable shift towards streaming services, with consumers increasingly favoring on-demand content that aligns with their personal viewing preferences. This trend has led to a decline in traditional cable subscriptions, particularly among younger audiences who prioritize flexibility and diverse programming. The emphasis on local content is also growing, as Polish series gain popularity and resonate with national identity. These changes are significant for industry stakeholders, prompting them to innovate and adapt their content offerings to meet evolving consumer demands and enhance viewer engagement.

Local special circumstances: In Poland, the TV & Video market is shaped by a rich cultural heritage and a strong emphasis on local storytelling. The popularity of Polish-language content reflects a desire for relatable narratives that resonate with national identity. Additionally, geographical diversity influences content preferences, with regional productions gaining traction. Regulatory frameworks supporting local content production further enhance this trend, encouraging streaming platforms to invest in homegrown series. These unique factors distinguish the Polish market, driving innovation and adaptation among industry players to meet the evolving preferences of viewers.

Underlying macroeconomic factors: The Polish TV & Video market is significantly influenced by macroeconomic factors such as national economic health, consumer spending power, and shifts in advertising revenue. A robust economy supports higher disposable incomes, which in turn boosts subscriptions to streaming services and pay-TV. Additionally, global economic trends, such as the rise of digital consumption, drive local platforms to innovate and enhance content offerings. Fiscal policies promoting media investment and tax incentives for local productions further stimulate growth. The increasing demand for high-quality Polish-language content reflects a cultural resurgence, ensuring that regional narratives are prioritized amid a competitive international landscape.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer ÌÇÐÄÆƽâ°æ), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer ÌÇÐÄÆƽâ°æ data is reweighted for representativeness.