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Digital Video Advertising - Poland

Poland
  • Ad spending in the Digital Video Advertising market in Poland is forecasted to reach US$431.94m in 2025.
  • The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2025-2030) of 5.15%, leading to a projected market volume of US$555.27m by 2030.
  • With a projected market volume of US$93.88bn in 2025, the majority of revenue will be generated in Poland.
  • In the Digital Video Advertising market in Poland, 76% of total ad spending will be generated through mobile in 2030.
  • The average ad spending per internet user in the Digital Video Advertising market in Poland is projected to be US$12.44 in 2025.
  • Connected TV ad spending in the Digital Video Advertising market in Poland is expected to reach US$41.93m in 2025.
  • Connected TV is forecasted to show an annual growth rate (CAGR 2025-2030) of 4.01%, resulting in a projected market volume of US$51.05m by 2030.
  • The ad spending on short-form videos in the Digital Video Advertising market in Poland is projected to reach US$179.11m in 2025.
  • The ad spending on short-form videos is expected to demonstrate an annual growth rate (CAGR 2025-2030) of 8.44%, resulting in a projected market volume of US$268.55m by 2030.
  • Poland's Digital Video Advertising market is rapidly growing, with a shift towards targeted, data-driven campaigns to maximize ROI and engagement.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.
In-Scope
  • All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
  • Pre-roll, mid-roll, and post-roll video ads
  • Text- or image-based overlays that appear in video players
  • Native advertising
  • Connected TV advertising
  • Ad spending on short-form videos
Out-Of-Scope
  • Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
  • Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)
TV & Video Advertising: market data & analysis - Cover

Market Insights report

TV & Video Advertising: market data & analysis
Study Details

    Ad Spending

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update:

    Source: Statista Market Insights

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update:

    Source: Statista Market Insights

    Most recent update:

    Source: Statista Market Insights

    Most recent update:

    Source: Statista Market Insights

    Most recent update:

    Source: Statista Market Insights

    Analyst Opinion

    The Digital Video Advertising market in Poland has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Poland have shifted towards digital video advertising due to its convenience, accessibility, and ability to engage with audiences. With the increasing penetration of smartphones and internet connectivity, consumers are spending more time online and are more likely to come across digital video ads. Additionally, the younger demographic in Poland, which is highly active on social media platforms, is more receptive to digital video advertising compared to traditional forms of advertising. Trends in the market indicate that advertisers in Poland are increasingly allocating their budgets towards digital video advertising. This can be attributed to the effectiveness of video ads in capturing audience attention and conveying brand messages. Advertisers are also leveraging the targeting capabilities of digital video advertising platforms to reach specific audience segments and maximize the impact of their campaigns. Furthermore, the availability of programmatic advertising solutions in Poland has made it easier for advertisers to automate the process of buying and selling digital video ad inventory, leading to increased efficiency and cost-effectiveness. Local special circumstances in Poland have contributed to the growth of the digital video advertising market. Poland has a large population of internet users, with a high level of internet penetration. This provides a large and diverse audience base for advertisers to target with their digital video ads. Additionally, the Polish advertising industry is highly competitive, which has prompted advertisers to explore new and innovative ways to reach consumers. Digital video advertising offers a unique opportunity for advertisers to differentiate themselves and stand out in a crowded market. Underlying macroeconomic factors have also played a role in the development of the digital video advertising market in Poland. The country has experienced steady economic growth in recent years, which has increased consumer spending power and created a favorable environment for advertising investments. Furthermore, the Polish government has been supportive of the digital advertising industry, implementing policies and regulations that promote its growth and development. In conclusion, the Digital Video Advertising market in Poland is growing rapidly due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly recognizing the effectiveness of digital video advertising in reaching and engaging with audiences, leading to a shift in advertising budgets towards this medium. With the continued growth of the internet and the increasing popularity of digital platforms, the digital video advertising market in Poland is expected to expand further in the coming years.

    Demographics

    Most recent update:

    Sources: Statista Market Insights, Statista Consumer Insights Global

    Global Comparison

    Most recent update:

    Source: Statista Market Insights

    Methodology

    Data coverage:

    Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

    Modeling approach:

    Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

    Forecasts:

    We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

    Additional notes:

    Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

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    Key Market Indicators

    Notes: Based on IMF, World Bank, UN and Eurostat

    Most recent update:

    Source: Statista Market Insights

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    Video advertising and marketing worldwide - statistics & facts

    From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.
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