Key regions: United States, China, Japan, United Kingdom, Germany
The Media market in Poland has seen significant growth and development in recent years, driven by changing customer preferences and local special circumstances.
Customer preferences: Polish consumers have shown a strong preference for digital media, with increasing numbers of people accessing news, entertainment, and other content through online platforms. This shift towards digital media consumption has been driven by factors such as convenience, accessibility, and the wide range of content available online. Additionally, the younger generation in Poland is particularly tech-savvy and more inclined to consume media through digital channels.
Trends in the market: One of the key trends in the Polish media market is the rise of streaming services. Platforms such as Netflix, HBO Go, and Amazon Prime Video have gained popularity among Polish consumers, offering a wide variety of movies, TV shows, and original content. This trend has been fueled by the increasing availability of high-speed internet and the growing number of smart devices in households. As a result, traditional TV broadcasters have faced challenges in retaining viewership and have had to adapt their strategies to compete with streaming services. Another trend in the Polish media market is the growth of social media platforms as a source of news and information. Platforms like Facebook, Twitter, and Instagram have become important channels for news organizations and journalists to reach their audiences. This trend has been driven by the ease of sharing and consuming news on social media, as well as the ability to engage in discussions and debates with other users.
Local special circumstances: Poland has a vibrant and competitive media landscape, with a wide range of newspapers, magazines, TV channels, and online platforms. This diversity of media outlets allows for a variety of perspectives and opinions to be expressed, contributing to a healthy democracy. However, it also means that media organizations face intense competition for audiences and advertising revenue. This has led to consolidation in the industry, with larger media companies acquiring smaller ones to gain market share and increase their bargaining power with advertisers.
Underlying macroeconomic factors: The growth and development of the media market in Poland are also influenced by underlying macroeconomic factors. Poland has experienced steady economic growth in recent years, which has increased disposable incomes and consumer spending power. This has translated into higher advertising budgets and increased demand for media content. Additionally, the government has implemented policies to support the development of the media industry, such as tax incentives for film production and subsidies for cultural projects. These factors have created a favorable environment for the growth of the media market in Poland. In conclusion, the media market in Poland is evolving rapidly, driven by changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards digital media consumption, the rise of streaming services, the growing importance of social media as a source of news, and the competitive nature of the industry are all shaping the market landscape in Poland. With continued economic growth and government support, the media market in Poland is expected to further expand and diversify in the coming years.
Data coverage:
The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). 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 / Market size:
Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, 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 Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, 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 Insights data is reweighted for representativeness.
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