Media Consumption Habits in Poland in 2023

Television: Linear TV viewing has declined, with traditional TV now accounting for just over 85% of screen time. The average daily TV viewing time dropped below 4 hours for the first time, highlighting a trend away from linear TV towards digital platforms. Despite this, television remains a major medium for older audiences, though younger viewers increasingly prefer alternative options.

Streaming and VOD: Streaming platforms and VOD services are on the rise, now making up 8.2% of TV screen time. The growth of OTT services and FAST channels has broadened the content landscape, offering movies, series, sports events, and entertainment. This shift is part of a larger trend where digital platforms are becoming central to media consumption.

Online: The use of digital media is increasing, with internet consumption driving changes in viewing habits. Although graphic advertising remains dominant, the overall online environment is shifting towards more dynamic formats. Video content, SEM, and classifieds are gaining traction, while the percentage of internet users influenced by socio-economic factors has decreased, signaling a potential stabilization in consumer behavior.

Radio: Radio remains a staple in Polish media consumption, with over 84% of Poles tuning in weekly. Daily listeners number around 18.6 million. Online radio is growing, with approximately 2.3 million people listening daily. Popular stations and internet-only platforms like Radio 357 are becoming increasingly influential.

Print: Print media, including newspapers and magazines, continues to hold a significant place in media consumption. While print formats face challenges, they still have considerable reach, particularly for high-quality journalism and opinion magazines.

Social Media and Digital Channels: Social media platforms, particularly Telegram and TikTok, are increasingly important in media consumption. Telegram's penetration rate has risen to 93%, though time spent on the platform has decreased. TikTok continues to grow, with a third of the population using it regularly.

Overall, digital channels are becoming central to media consumption in Poland, with a notable shift away from traditional media. The fragmentation of media consumption reflects a diverse and evolving landscape where digital platforms play a crucial role.