Linear TV
Linear TV dominates in Poland
Nielsen data shows that linear TV viewership still dominates on a TV set in Poland, with streaming’s share at under 6%.
According to Nielsen, it has released The Gauge: Poland for the first time. This new audience measurement report, which was created using methodologies conceptually similar to The Gauge in the US, will provide Poland’s media industry with a monthly analysis of TV viewing across key delivery platforms.
It adds that The Gauge: Poland shows the amount of time that viewers spend watching TV each month, broken down into five main viewing categories: terrestrial, satellite, cable, streaming, and other.
In December 2022, the first month of published results, the largest share of viewership in Poland was satellite TV (36.5% of total TV viewing), followed by cable TV (28.7%). The third most popular source of content watched on a TV screen was terrestrial television at 23.1%. Streaming accounted for 5.6% of total viewership in Poland with Netflix the leading OTT platform with 1.8% of the share, followed by YouTube with 1.3%.
Commenting on the report, Michal Buszko, advanced measurement manager, Nielsen Poland, said: “The Gauge: Poland is a great addition to the media industry, helping to better understand the TV viewership share in the country. As the media landscape changes rapidly, the increase in video content available online, and the evolving habits of viewers when it comes to what they watch on a TV screen is dramatically shifting, and it is more important than ever to capture this behaviour change. The Gauge: Poland does exactly this and will be a hugely valuable resource for the industry moving forwards”.
The Gauge was created to provide the media industry with a monthly analysis of television usage across key television delivery platforms. Nielsen published its first edition of The Gauge in the US in May 2021.
The data comes from Nielsen’s single-source panel consisting of 3,500 households and almost 9,700 of panellists.
The Gauge: Poland is based on monthly AMR (Average Minute Rating) audience share data. The data is presented for people over 4 years old, broken down into cable, satellite, terrestrial television (both linear and shifted in time up to seven days) and viewership from streaming (live streaming viewership of TV stations on OTT platforms is classified as streaming viewership). The “Other” category includes views of unrecognised content.
