The Media Market in Poland 2024

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

Attempts at Market Consolidation

Media conglomerates are actively expanding their portfolios across formats. Agora completed the acquisition of the remaining 49% stake in the Eurozet Group (including Radio ZET and sister stations), reinforcing its position in the radio segment. Meanwhile, Ringier Axel Springer Polska, formerly known mainly for its print and online brands (Onet, Fakt, Newsweek), is preparing, together with CVC Capital Partners, to acquire TVN (Warner Bros. Discovery) and thereby enter the television market.

Radio ZET, Poland’s second-largest station, is now fully controlled by Agora, which paid €38.75 million for the outstanding 49% of Eurozet. The deal brings Antyradio, Meloradio, Radio Pogoda, Rock Radio, and Chillizet under the same roof, significantly strengthening Agora’s position in radio.

Record Growth and Price Changes at the Streaming Giant

Netflix raised its Polish subscription prices: the Basic plan from €6.73 to €7.67, and the Standard plan from €9.99 to €11.38. This step demonstrates the platform’s market power and monetisation strategy.

Launch and Return to HBO Max

Max launched in Poland in June 2024, replacing HBO Max. By July 2025, Warner Bros. Discovery had reverted to the HBO Max name to leverage the original brand’s strong recognition.

Citation Leaders, Digital Revivals

In 2024, the average circulation of the nine major dailies fell by 7.55%, averaging 40,190 copies. “Fakt” still exceeded 110,000 copies despite a 10.14% decline, while “Rzeczpospolita,” “Gazeta Wyborcza,” and “Parkiet” each lost more than 15%. Uniquely, “Przegląd Sportowy” grew by 20.32% to 20,094 copies, boosted by Euro 2024 and the Olympic Games. The standout performer, however, is “Gazeta Wyborcza,” which has sustained its business model through digital subscriptions, reaching nearly 292,000 paying readers in 2024.

Print continues to shape public opinion: of the 15 most-cited Polish media outlets, newspapers account for 33%, and five of the top ten are print titles led by “Rzeczpospolita.” Digital readership dominates among younger and middle-aged audiences, with most online newspaper content available free of charge. In daily press, opinion weeklies, and some magazine niches, print and digital grow in parallel, whereas in women’s, TV, children’s, and most trade magazines, print remains the primary access format.

Media Spend

In 2024, advertising spend rose in every channel except print. The fastest growth came from cinema (+12%), out-of-home (+10%), and the internet (+9%). The internet now holds 43% of the market, with video accounting for 54% of that share. Linear TV’s slice slipped from 39.5% to 38.6%. OOH and cinema climbed to 5.5% and 2.8%, respectively. Radio budgets increased, yet the medium’s share eased from 7.3% to 6.8% due to a high 2023 base, while daily press shrank from 3.9% to 3.2%.

Spend rose across 15 sectors. Retail led (up 17.8%, boosted by Euro 2024), with seven of the ten most-advertised brands coming from retail. Pharma grew by 1.9%, food by 12.6%, while the “other” category fell by 21.9%, mainly due to lower social-campaign budgets.

Video budgets jumped 11% to PLN 7.06 bn. Linear TV still attracted 70% (PLN 4.96 bn, up 6%). In-stream video (28%) grew by 28.6% on social platforms and by 14.2% in short formats on portals. Long-form BVOD, AVOD, and SVOD expanded by 16.8%.

Useful and Secure AI Tools

AI now supports marketing—from performance optimisation and context-appropriate messaging to personalisation, where algorithms deliver tailor-made recommendations that boost engagement, conversions, and efficiency. Although many creative assets are built with machine learning, copyright and brand-safety concerns push marketers toward hybrid solutions that combine automation with human oversight. The initial hype around AI is giving way to practical adoption: companies must embrace the technology to stay competitive, and many are building in-house models. These may be simpler than commercial solutions but provide full data control, customised employee support, and reduced risk of leaks.

Marketers increasingly design content and SEO strategies to position their brands as preferred choices for language models. They emphasise expert-driven materials, foster citations of their specialists, and cultivate positive brand reputations so that AI systems associate their names with optimal solutions for users’ needs. Optimisation for language models is therefore emerging as a key trend in digital marketing.