The Economic Environment of the Media Market in Poland 2024

Everything is fine, except for the high tension from the East

A Moderately Stable Economy with Some Challenges

In 2024, the Polish economy clearly accelerated: GDP growth reached 2.9% (up from 0.1% in 2023), inflation fell to 3.6% (from 11.4%), and unemployment dropped to 2.8%. Wages rose—the average gross salary increased by 13.6% (real growth +9.5%)—and, together with a 3.1% rise in private consumption, bolstered domestic demand.

The influx of 1.5 million migrants (about 5% of the workforce), including roughly 1 million refugees from Ukraine, generated about 2.7% of GDP and contributed a net €3.53 billion to the state budget. Advertisements increasingly appear in Ukrainian or English alongside Polish versions, though they still account for only a small share of the market.

The public finance deficit remained at 6.6%. Steady investment spending and solid macroeconomic fundamentals enhanced the economy’s resilience to external shocks. The zloty appreciated by 5.2% against the euro, affecting the figures reported in EUR.