Poland: social network penetration Q3-Q4 2017

As of the third and fourth quarter of 2017, YouTube and Facebook were the top two social networks with the highest penetration rates of 64 percent and 61 percent, respectively. In terms of platform usage, a heavy Facebook user in Poland would spend an average of 18.8 hours watching YouTube content and 82.6 hours browsing their Facebook newsfeed.

YouTube as the social networking leader

When it comes to the engagement rate on the two platforms, YouTube had more than doubled the level of online user activity compared to Facebook. Especially the younger internet users are drawn to the international platform. In 2017, YouTube was most popular among boys aged 13 to 15 years old, with almost 89 percent of them accessing the online video-sharing platform. In terms of age and gender, both teenage and younger Polish boys also spent more time visiting YouTube than girls. Frequency wise, 23 percent of Poles watch the platform’s video content once a day. Popularity wise, YouTube is fast catching up with TV, with at least 88 percent of Poles watching the platform’s video content at least once a month. The most viewed YouTube videos fall under the entertainment and education categories.

Demographics of the YouTube and Facebook users

Polish people of all ages are open to the socializing and entertaining roles of social media. In 2019, the dominating age group for YouTube users was between 25 to 34 years old and with men accounting for almost 58 percent of all users. At the same time, 28 percent of the video-sharing platform users resided in the countryside and mostly had a primary school education background. Similarly, Facebook was also the most popular among users aged 25 to 34 years old. However, it was dominated by women. Moreover, the majority of the photo-sharing platform users came from a primary educational background and lived in the countryside, as it was the case with the social networking leader, YouTube.