Poland: TV/streaming viewing declines in March
May 9, 2025
Nielsen, the audience measurement specialist, has released its latest March All Screens Video Landscape report for Poland, covering viewership (a combination of total reach and time spent) from four screens: TVs, PC/laptops, smartphones and tablets.
The first month of spring brought a decline in time spent watching video content in the country. Compared to February, time spent consuming streaming content (ATV – Average Time Viewing) fell 3.2 per cent in March to 59 minutes per day, while time spent with traditional content sources (cable, satellite, terrestrial) fell 3.8 per cent to two hours and forty minutes.
The podium spots remained unchanged in March. Warner Bros Discovery cemented its position as the leader in audience share with 18.8 per cent, increasing the gap on other broadcasters. The composition of the top 10 in terms of viewership also remained unchanged. However, Netflix dropped by one position, moving it below SPI, which took eighth place.
As in February, traditional TV remains the preferred home screen for watching video content. Compared to the previous month, there was a one percentage point decline in the share of the big screen in favor of other devices in the viewing of Google, Netflix, and Canal+. The TV screen represents the following share of viewership for these three players respectively: 28 per cent (Google), 83 per cent (Netflix) and 97 per cent (Canal+).
Lucyna Koba, Market Leader, Nielsen Poland, commented: “Our report, as every month, shows the situation in the media industry, enabling us to better understand viewers’ preferences and help our clients to better understand audience engagement and how they consume content. Information on audience declines – characteristic of the spring-summer period – can be a signal to look for new formats (for broadcasters and publishers) or strategies (for advertisers and agencies) to engage audiences during this time. On the other hand, the continued dominance of TV shows that traditional media still holds a strong position in Poland.”