Television in Poland - statistics & facts
The television industry in Poland is doing well in times of an apparent decline in traditional media. Television market revenue is on an upward trend and is projected to grow to 12.7 billion zloty in 2027. On the other hand, the number of users of traditional TV & home video is on a gentle downward trend, and is expected to reach 31.42 million users in 2029. When it comes to the choice of content, especially movies watched on TV in Poland, respondents showed no particular preference, as long as the movie they watched was, in their opinion, a good one.
When it came to advertising revenues of television channels, the undisputed leader was the Polsat station. This free-to-air television channel, operating since 1922, had the highest advertising revenue in 2024, which exceeded 360 million zloty.
The smaller number of ads and the possibility of customization are factors in the popularity of video-on-demand. The segments of VOD and pay TV are constantly expanding — the VOD market revenue is expected to exceed 1.3 billion U.S. dollars in 2027.
Poles watch TV during various holidays and events. New Year's Eve broadcasts are very popular with the public. In 2023, TVP attracted over 3.7 million average TV viewers on New Year's Eve.
Television is expected to continue growing and transforming as an industry in Poland over the following years. It remains an essential medium for reaching the population with cultural and advertising content. Having said that, the importance of pay TV and VOD services should not be neglected.
Advertising segment on the TV screen
Due to the popularity of this medium, advertisers have the opportunity to reach a large audience. Depending on the time of broadcast of the advertisement, program, or period of the year, the advertiser can reach a specific and selected viewer. TV ads were dominated by the FMCG and pharmaceutical industries. The number of TV advertising spots has been on an upward trend. In March 2024, the number reached more than four million.When it came to advertising revenues of television channels, the undisputed leader was the Polsat station. This free-to-air television channel, operating since 1922, had the highest advertising revenue in 2024, which exceeded 360 million zloty.
The smaller number of ads and the possibility of customization are factors in the popularity of video-on-demand. The segments of VOD and pay TV are constantly expanding — the VOD market revenue is expected to exceed 1.3 billion U.S. dollars in 2027.
Consumption habits
There are 277 Polish television channels, most of which broadcast film, TV fiction, sports, and entertainment. TVN24, Polsat News, and TVP Info own the most influential TV stations in Poland. However, Polish viewers have a low level of trust in news television's credibility and political impartiality.Poles watch TV during various holidays and events. New Year's Eve broadcasts are very popular with the public. In 2023, TVP attracted over 3.7 million average TV viewers on New Year's Eve.
Television is expected to continue growing and transforming as an industry in Poland over the following years. It remains an essential medium for reaching the population with cultural and advertising content. Having said that, the importance of pay TV and VOD services should not be neglected.
