Nielsen immediately revealed its first All Screens Video Panorama report of 2026, revealing important shifts in Poland’s tv market as Polsat claimed the highest place from Warner Bros. Discovery and viewing patterns demonstrated more and more concentrated engagement regardless of declining attain.
The report tracked family viewership throughout Poland between 2024 and 2025 by means of Nielsen’s measurement framework combining complete attain with time spent viewing throughout 4 display screen sorts: televisions, private computer systems and laptops, smartphones, and tablets.
Polsat secured first place in 2025 with 18.12% viewers share, in accordance with Nielsen’s knowledge launched January 19, 2026. Warner Bros. Discovery dropped from first place in 2024 (19.51%) to second place with 17.97% share, whereas TVP declined from second place (18.41% in 2024) to 3rd with 17.56% in 2025.
The rankings in contrast the highest 10 content material distributors in Poland primarily based on their viewers share whereas analyzing whether or not viewing occurred on tv screens versus different display screen sorts. Conventional broadcasters maintained dominance over digital-first platforms all through each measurement intervals.
Tv screens achieve floor for digital platforms
The measurement knowledge demonstrated substantial will increase in tv display screen viewing for digital platforms. Google noticed family viewership on tv screens enhance from 27% to 29% year-over-year, in accordance with Nielsen’s findings.
Netflix recorded much more pronounced progress in tv display screen focus, with viewership on TV screens rising from 80% to 84%. This shift signifies that digital platforms initially designed for multi-device consumption more and more derive their viewing from conventional tv units in Polish households.
“The TV display screen is changing into an more and more vital vacation spot for digital-first platforms,” said Lucyna Koba, Market Chief at Nielsen Poland. “The expansion in TV display screen share for digital platforms corresponding to Google and Netflix means that whilst viewing choices broaden throughout cell gadgets, the lounge stays a central hub for family consumption in Poland.”
The focus of viewing on tv screens contradicts assumptions about mobile-first consumption patterns. Whereas streaming platforms present flexibility throughout a number of gadgets, Polish audiences demonstrated choice for bigger screens when accessing digital content.
Telewizja Republika demonstrates substantial progress
Telewizja Republika emerged as a major gainer in Nielsen’s annual comparability. The broadcaster held sixth place in 2024 with 3.24% viewers share however climbed to fifth place in 2025 whereas rising its share to five.23%.
The 1.99 share level achieve represented the most important year-over-year enhance among the many high 10 distributors. Canal+ entered the highest 10 rankings in 2025 as a brand new entry, whereas Byte Dance dropped out of the highest 10 fully.
The distributor rankings mirror each programming choices and broader market dynamics affecting Polish tv consumption. Political content material performed an outsized function throughout 2025, with quite a few debates surrounding the Polish presidential election serving to create deeper engagement with information and evaluation programming.
Viewership patterns present declining attain however elevated engagement
Whole attain throughout all video consumption declined 4.42% year-over-year, in accordance with Nielsen’s measurement knowledge. Nonetheless, common time spent viewing elevated by 1.04%, demonstrating that audiences spending time with video content material consumed extra programming per viewing session.
The sample intensified for streaming particularly. When analyzing streaming content material whereas excluding linear tv viewing, common viewing time elevated 4.19% regardless of attain declining 4.32%. Linear tv viewing remained primarily secure with minimal 0.19% progress in common viewing time regardless of experiencing a 4.5% decline in attain.
“The 2025 knowledge signifies a transparent pivot from broad viewers attain in direction of deeper, extra concentrated engagement inside Polish households,” Koba said. “Whereas the attain noticed a slight contraction, those that watched turned extra devoted shoppers, spending extra time with content material general.”
The decline in attain occurred partly because of the absence of main sporting occasions in 2025. The 2024 calendar included the Olympic Video games and UEFA European Championships, which drove substantial viewership throughout each conventional tv and streaming platforms. The 2025 measurement interval lacked comparable world sporting competitions.
Conventional tv maintains structural benefits
The info underscores that linear tv continues holding a extremely loyal and constant core viewers regardless of declining attain. Conventional broadcasting infrastructure maintained secure viewing time whilst fewer households tuned in throughout 2025 in comparison with 2024.
“For distributors and advertisers alike, success is more and more outlined not simply by how many individuals they attain, however by how successfully they will retain that viewers’s consideration,” Koba defined. “The truth that linear TV viewing time remained secure regardless of a drop in attain additional underscores that conventional tv continues to carry a extremely loyal and constant core viewers.”
For advertising professionals working in Poland’s tv promoting market, these patterns create particular strategic issues. Advertisers should consider whether or not marketing campaign targets prioritize broad attain throughout many viewers or deeper engagement with devoted audiences. The measurement knowledge suggests these two targets more and more diverge inside Poland’s media panorama.
The focus of viewing amongst devoted audiences presents each alternatives and challenges. Advertisers reaching these engaged viewers profit from longer publicity to programming and promoting. Nonetheless, the declining attain means campaigns should work more durable to realize protection throughout the overall potential viewers.
Distributor portfolios show market construction
Nielsen’s methodology categorized distributors primarily based on their channel portfolios and streaming platforms. Polsat operated probably the most in depth community with 37 properties together with 25 tv channels plus digital platforms Polsat Field Go, Polsat Go, Polsatnews.pl, and Interia.pl.
Warner Bros. Discovery maintained 27 channels alongside the Max streaming service, Participant portal, and TVN24.pl web site. TVP operated 15 channels centered on public broadcasting throughout information, tradition, sports activities, and specialised programming.
Google’s presence within the rankings got here fully by means of YouTube viewership on television screens and other devices. Meta’s inclusion lined video viewing throughout Fb and Instagram on tv screens, demonstrating that social platforms compete straight with conventional broadcasters for lounge viewing time.
SPI Worldwide operated eight specialty channels centered on movie and gaming content material together with Stopklatka, Kino Polska, and FILMBOX Premium. Canal+ Group maintained the second-largest channel lineup with 18 tv networks plus its Canal+ streaming platform.
Measurement methodology encompasses complete viewing
Nielsen’s All Screens Video Panorama report compiled knowledge from 3,500 Polish households comprising practically 9,700 panelists. The measurement framework tracked viewing conduct throughout cable, satellite tv for pc, and terrestrial tv methods whereas capturing streaming consumption and time-shifted viewing as much as seven days after unique broadcast.
The one-source panel methodology enabled Nielsen to trace particular person family viewing conduct constantly throughout a number of platforms and supply methods concurrently. This strategy eliminates discrepancies that might come up from measuring completely different platforms by means of separate knowledge assortment methods.
Nielsen classifies reside streaming viewership of tv stations accessed by means of over-the-top platforms throughout the streaming class reasonably than conventional tv. This technique displays the technical supply technique reasonably than content material origin, offering readability about how audiences entry programming.
The “Different” class inside Nielsen’s classification system captures views of unrecognized content material, probably together with user-generated content material, gaming, or rising digital providers falling outdoors conventional broadcasting and established streaming platforms.
Market implications for promoting methods
The viewing patterns documented in Nielsen’s report maintain important implications for promoting professionals growing media methods for the Polish market. The sustained dominance of traditional television infrastructure – with cable, satellite tv for pc, and terrestrial platforms commanding the overwhelming majority of viewing time – signifies that tv promoting stays important for attaining broad attain.
Nonetheless, the rising focus of digital platform viewing on tv screens creates alternatives for concentrating on methods that leverage each conventional and digital capabilities. Advertisers can attain audiences by means of streaming platforms whereas benefiting from the engaged viewing setting that tv screens present.
The year-over-year comparability reveals that Poland’s tv market continues maturing from a broad attain mannequin towards deeper engagement patterns. Broadcasters and streaming platforms competing for viewers consideration should more and more deal with retaining viewers reasonably than merely attracting them initially.
Political content material emerged as a major driver of engagement throughout 2025. The quite a few debates surrounding the Polish presidential election helped create concentrated viewing intervals the place audiences devoted sustained consideration to information and evaluation programming. This dynamic demonstrates how main occasions can counterbalance the absence of sporting competitions in driving viewership patterns.
Nielsen’s measurement infrastructure positions the corporate to trace viewing behavior across international markets, enabling media trade stakeholders to benchmark Polish efficiency towards world patterns. The rising tv display screen focus for digital platforms noticed in Poland mirrors developments recognized in different European markets the place streaming providers have achieved larger penetration charges.
Political content material drives engagement regardless of sporting occasion absence
The 2025 viewing 12 months demonstrated that non-sporting content material can generate substantial viewers engagement when it addresses matters of rapid public curiosity. Debates surrounding the Polish presidential election created programming that held viewers consideration regardless of the absence of Olympic Video games or European Championships.
This sample means that content material high quality and topical relevance drive engagement extra successfully than assumptions about particular content material classes. Whereas sporting occasions historically ship giant audiences, political programming throughout election intervals can generate comparable engagement ranges by means of sustained information protection and evaluation.
The measurement knowledge supplies broadcasters with proof that numerous programming methods can keep viewers engagement throughout completely different calendar intervals. Fairly than relying solely on main sporting occasions to drive viewership, content material distributors can develop programming aligned with political, cultural, or social developments affecting Polish audiences.
For advertisers, this dynamic creates alternatives to succeed in engaged audiences outdoors conventional high-profile sporting home windows. Marketing campaign planning can leverage political content material throughout election intervals whereas recognizing that engagement ranges might rival these achieved throughout main sporting competitions.
Future measurement issues
Nielsen’s All Screens Video Panorama report supplies complete visibility into how Polish households devour video content material throughout a number of platforms and gadgets. The methodology’s breadth permits monitoring of each conventional broadcasting and rising digital platforms by means of a unified measurement framework.
The report establishes baseline metrics towards which future viewing sample shifts will be evaluated. As streaming platforms proceed increasing their presence in Poland and conventional broadcasters adapt their methods, Nielsen’s ongoing measurement will doc how these aggressive dynamics reshape the media panorama.
The focus of viewing on tv screens for digital platforms represents a very important discovering. This sample contradicts expectations that cell gadgets would dominate digital platform consumption, as an alternative demonstrating that conventional lounge viewing environments stay central to how Polish households expertise video content material.
Nielsen operates as a world chief in viewers measurement, knowledge, and analytics. The corporate supplies understanding of individuals and behaviors throughout all channels and platforms, empowering shoppers with impartial and actionable intelligence for connecting and fascinating with audiences.
Timeline
Abstract
Who: Nielsen, the worldwide viewers measurement firm, launched its first All Screens Video Panorama report of 2026 monitoring Polish tv viewership. Lucyna Koba, Market Chief at Nielsen Poland, supplied evaluation of the findings.
What: The report documented important shifts in Poland’s tv market between 2024 and 2025. Polsat captured first place with 18.12% viewers share, overtaking Warner Bros. Discovery (17.97%) and TVP (17.56%). Telewizja Republika demonstrated substantial progress, rising from sixth place (3.24% in 2024) to fifth place (5.23% in 2025). Tv display screen viewing elevated for digital platforms, with Google rising from 27% to 29% and Netflix climbing from 80% to 84%. Whole viewership attain declined 4.42% year-over-year whereas common viewing time elevated 1.04%, indicating deeper engagement amongst remaining viewers.
When: Nielsen launched the report on January 19, 2026, analyzing viewing knowledge from 2024 and 2025. The measurement interval captured the absence of main sporting occasions in 2025 in comparison with 2024’s Olympic Video games and UEFA European Championships, whereas documenting elevated engagement pushed by Polish presidential election debates.
The place: The report lined Poland’s tv market by means of knowledge collected from Nielsen’s single-source panel of three,500 households comprising practically 9,700 panelists. Viewing occurred throughout 4 display screen sorts: televisions, private computer systems and laptops, smartphones, and tablets. Cable tv retained the most important distribution share at 33.4%, adopted by satellite tv for pc (26.2%) and terrestrial (23.2%).
Why: The report issues for advertising professionals as a result of it paperwork elementary shifts in how Polish audiences devour video content material. The declining attain coupled with elevated viewing time signifies that promoting methods should more and more prioritize engagement over easy attain metrics. The focus of digital platform viewing on tv screens demonstrates that conventional lounge environments stay central to video consumption regardless of proliferating gadget choices. For advertisers, these patterns recommend that tv promoting – each conventional and streaming – maintains effectiveness for reaching engaged audiences in Poland’s maturing media market.
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