The media market in 2022, Poland

More possibilities to reach target groups

In Poland, the viewership of linear television is decreasing, while streaming platforms are gaining popularity. Efforts are being made to develop addressable TV in the field of OTT and linear television, but measuring results remains a challenge. Addressable TV is a new form of television advertising that generates additional revenue for broadcasters and allows for precise targeting of individuals with limited contact with television.

New player

Disney+ entered the Polish market in June 2022, six years after Netflix.

The challenging situation of the Press

Publishers downsized due to economic conditions (rising costs). Ringier Axel Springer Polska and Agora laid off 120 and 84 employees, respectively. Burda Media Polska, Time SA, and Wydawnictwo Bauer also let go of staff. Titles like "Auto Świat," "Elle Man," "Focus" magazines, "Claudia," "Dobre Rady," "Burda Style," "Party," "Naj," "Bliżej Ciebie," and possibly Motor-Presse Polska's titles ("Men's Health," "Women's Health," "Runner's World," "Auto Motor i Sport," "Motocykl") vanished or will soon.

Burda Media Polska completed the acquisition of Edipresse Polska in 2022, acquiring its digital and print portfolio. The acquisition, approved by UOKiK (Office for Competition and Consumer Protection), was finalized in 2021, with the transaction amount undisclosed. 

As they say, "There are no sacred cows"

In Poland, a zero-tolerance policy towards any form of workplace violence is finally emerging. A notable example is the high-profile case of Poland Tomasz Lis, the former editor-in-chief of "Newsweek Poland." After leaving Ringier Axel Springer Polska, Mr. Lis was accused of bullying behavior by numerous employees, including causing panic attacks, humiliation, making vulgar and sexist remarks, and fostering a hostile atmosphere. The prosecutor's office is currently investigating the matter. Consequently, Mr. Lis disappeared from radio show "Poranek Radio TOK FM."

New legal regulations

When it comes to legal changes, the actions of the Office of Competition and Consumer Protection had the biggest impact on the industry in 2022. They started scrutinizing influencers' activities and imposing fines. This will undoubtedly indicate a new direction for the development of Polish social media, which has long been focused on content monetization. Since 2022, all brand collaborations must be transparent and clearly labeled. Another noteworthy change from this year is the adoption of an amendment to the law on medical products and related advertising. The new law prohibits the use of images of individuals portraying themselves as medical professionals in commercials. Further changes related to the applicable law in the medical sector will come with the new year. 

The most electrifying word of the year for “ChatGPT”

The launch of the ChatGPT prototype in November 2022 stimulated discussions in the industry about the responsible implementation of this technology. The lack of EU regulations and concerns about content hallucinations continue to be obstacles, but the dynamic development of artificial intelligence is inevitable and exciting.