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Poland's television landscape is evolving, with lifestyle channels vying for viewership in a competitive market. Polsat Play remained the leading lifestyle TV channel in 2023, capturing a **** audience share. However, this represents a slight decline from the previous year, indicating shifting viewer preferences and potential challenges for established channels.

Changing viewer tastes

The decline in Polsat Play's audience share aligns with broader trends in Polish television consumption. Nearly one in four Poles reported that terrestrial TV channels lacked in foreign film content, suggesting a desire for more diverse programming. This sentiment is further supported by the fact that ** percent of surveyed individuals indicated they were most likely to watch foreign-origin films on TV. These findings highlight a potential opportunity for lifestyle channels to diversify their content offerings to meet viewer demands.

Channel popularity and advertising revenue

While lifestyle channels face challenges, other segments of the Polish TV market are experiencing growth. TV Republika saw a remarkable *** percent year-on-year increase in advertising revenue in March 2024, demonstrating the potential for rapid growth in certain niches. Additionally, Polsat, a major player in the Polish television market, was named the most- liked terrestrial TV channel in 2023, with nearly ** percent of viewers stating they would miss the program if it disappeared. This underscores the importance of building strong brand loyalty and delivering content that resonates with audiences in an increasingly competitive landscape.