YouTube share dips to 2.3% in Poland as Netflix climbs to 1.9%

Polish tv audiences settled into a well-known rhythm in June 2026, spending nearly precisely as a lot time in entrance of the display as they’d the month earlier than, based on Nielsen’s newest Gauge report for the nation.

Nielsen printed its Gauge Poland report for June 2026 in July 2026, presenting a market outlined much less by disruption than by continuity. Common every day viewing time held at 3 hours and 36 minutes, equivalent to Might and only one minute beneath the determine recorded in June a yr earlier. Fewer folks have been watching at any given second, based on the report, but those that did tune in stayed for longer stretches, a sample that offset the smaller viewers and saved the general common unchanged.

What moved and what didn’t

The headline determine in Nielsen’s report is stability, not disruption. Cable tv posted the strongest structural development of any distribution platform tracked in June, although the report doesn’t specify the exact percentage-point achieve. Streaming, in the meantime, held at 10.7% of whole viewership, matching its share from the prior month. That plateau adopted a long term of incremental beneficial properties recorded throughout 2024 and 2025, when Poland’s streaming phase moved from single digits towards double-digit territory in a sequence of small month-to-month steps.

Inside that regular streaming share, the person platforms advised a extra various story. YouTube retained its place because the main streaming service in Poland, however its share slipped to 2.3% in June, down from 2.4% in Might. Netflix moved the opposite path. Its share rose to 1.9% in June, up from 1.8% the month earlier than, persevering with what Nielsen’s report described as a steady upward pattern for the platform. Canal+ held a smaller footprint at 0.5%, based on the accompanying chart, whereas a class labeled “Different Streaming” accounted for six.0% of whole viewership – a reminder that Poland’s streaming panorama extends properly past the 2 most acknowledged names.

Cable led the distribution combine at 38.3% of whole day viewership amongst individuals aged 4 and above, based on the chart printed alongside the report. Satellite tv for pc adopted at 22.7%, terrestrial tv held 20.7%, and an unclassified “Different” class captured 7.6%. These 4 classes, plus streaming’s 10.7%, make up the complete distribution image Nielsen tracks every month throughout cable, satellite tv for pc, terrestrial broadcasting – each stay and time-shifted as much as seven days after unique air date – and streaming, which the methodology defines to incorporate stay streaming of tv station broadcasts on over-the-top platforms.

Sports activities and tune drove the most important audiences

Reside sport once more proved to be one of many few forces able to pulling massive numbers of viewers to a display on the similar second. In keeping with Nielsen, broadcasts of World Cup matches drew among the largest audiences of the month in conventional programming. Alongside the soccer protection, the Nationwide Pageant of Polish Track in Opole, broadcast on TVP1, additionally ranked amongst June’s largest attracts – a recurring cultural occasion that has anchored Polish summer season tv schedules for many years. Rounding out the month’s most-watched conventional content material was “Fakty,” the long-running newscast on TVN, which the report describes as historically fashionable amongst Polish audiences.

That mixture of a serious worldwide sporting event and a long-established home cultural broadcast illustrates a sample that has repeated throughout a number of months of Nielsen’s Polish information: appointment viewing, whether or not constructed round a soccer event, a nationwide vacation broadcast, or a recurring competitors equivalent to ski leaping’s World Cup rounds, continues to attract audiences that day-to-day scheduled programming struggles to match by itself.

How the measurement works

Nielsen’s Gauge methodology in Poland rests on a single-source panel drawing from 3,500 households and practically 9,700 particular person panelists, a pattern measurement that has remained constant throughout the a number of years the corporate has run the Polish version of the report. The panel generates month-to-month Common Minute Score viewers share information, damaged down for folks aged 4 years and older throughout the 5 classes described above. As a result of the panel is single-source, which means the identical households are tracked throughout platforms fairly than combining separate datasets for linear and streaming audiences, Nielsen’s methodology is designed to keep away from double-counting a viewer who watches the identical broadcast by multiple supply channel in a given week.

Time-shifted viewing, counted for as much as seven days after a program’s unique broadcast, is folded into the terrestrial class alongside stay viewing, reflecting how Polish audiences more and more management once they watch fairly than solely what they watch. Nielsen first launched The Gauge in america in Might 2021, later extending the identical measurement strategy to Poland utilizing methodology comparisons the corporate developed for the native market, based on the report.

Context from Nielsen’s broader Gauge historical past in Poland

June’s figures proceed an extended arc that Nielsen’s month-to-month stories have tracked for the reason that Polish version launched. Streaming’s climb from single-digit shares towards double digits came about steadily and erratically. In January 2024, Nielsen recorded streaming at a then-record 7.6% share, with Netflix at 2.1%, up from 1.9% the earlier month, and terrestrial tv main the general combine at 30.1%. By July 2024, streaming had reached 8.6%, and common every day viewing stood at 3 hours and 28 minutes. September 2024 introduced streaming to eight.8%, alongside a 3.2% rise in general viewership tied to the return of the varsity yr, whereas October 2024 noticed conventional broadcasting climb an additional 3%, pushed partially by League of Nations soccer fixtures involving the Polish nationwide group.

The next yr’s information confirmed streaming crossing into what Nielsen’s personal reporting characterised as a historic threshold. In July 2025, streaming captured 10.1% of whole tv viewing time in Poland for the primary time, with YouTube unchanged at 2.4% and common every day viewing at 3 hours and 32 minutes. That milestone arrived regardless of an general decline in viewing time typical of the summer season vacation interval, suggesting the streaming achieve mirrored a real shift in habits fairly than merely a bigger pool of whole viewing hours to attract from. A month earlier, in June 2025, streaming had stood at 9.7%, with common every day viewing at 3 hours and 37 minutes – a determine just one minute larger than the June 2026 whole now being reported, providing an unusually direct year-over-year comparability level.

Streaming’s momentum, nonetheless, has not moved in a single path. September 2025 information confirmed conventional tv viewing rising whereas streaming’s share declined for that month, a reversal PPC Land’s protection on the time famous stood in distinction to broader international developments of constant streaming beneficial properties. That reversal underscored a degree related to June 2026’s plateau: streaming development in Poland has proceeded in steps fairly than as an uninterrupted climb, with occasional months of stability or retreat interspersed amongst months of growth.

Extra not too long ago, Nielsen expanded its measurement strategy in Poland past the month-to-month Gauge report. In January 2026, the corporate printed its first All Screens Video Panorama report of the yr, which discovered Polsat capturing an 18.12% viewership share and overtaking Warner Bros. Discovery, which slipped to second place, based on Nielsen’s information overlaying that interval.

A measurement dispute kinds the backdrop

Nielsen’s Gauge methodology, the identical measurement framework underlying the June 2026 Poland figures, has itself develop into a degree of competition elsewhere within the business. In keeping with PPC Land’s protection of Nielsen’s 2026 upfront information, streaming represented 66.7% of all time spent with ad-supported tv amongst adults aged 18 to 49, a determine reflecting years of viewers migration away from linear channels, whereas ad-supported tv general made up 74.2% of whole viewing within the fourth quarter of 2025. That very same protection referenced a documented methodological disagreement between Netflix and Nielsen regarding how the Gauge system recalculates viewing share between streaming and linear classes, a dispute that speaks to the broader stakes using on figures like those launched for Poland every month. When a single-decimal shift in a platform’s share, equivalent to YouTube’s transfer from 2.4% to 2.3%, can issue into promoting planning selections, the underlying calculation technique carries industrial weight properly past the quantity itself.

Poland’s market has additionally drawn curiosity from measurement distributors past Nielsen. In keeping with PPC Land’s reporting, AudienceProject expanded its Elevate measurement platform into Poland in March 2026, citing the nation’s tv and digital promoting development, together with a reported 19.6% growth of Poland’s digital promoting market in 2024 in fixed forex phrases, among the many quickest charges recorded in Europe. That growth positioned Poland as one among ten markets the place broadcasters and publishers may entry repeatable viewers supply documentation fairly than counting on measurement produced advert hoc for particular person advertiser pitches.

Why the numbers matter for promoting planning

Tv viewers measurement in Poland features as greater than a document of viewing habits. It feeds instantly into how advertisers plan and purchase publicity throughout platforms that function underneath distinct industrial fashions: linear tv slots offered by conventional broadcasters, streaming stock offered by platforms equivalent to YouTube and Netflix, and the rising class of over-the-top companies distributing content material alongside standard broadcasts. A single-source panel, the design Nielsen makes use of in Poland, permits planners to check attain and frequency throughout these platforms utilizing one constant dataset fairly than reconciling separate measurement techniques which may outline an engaged viewer otherwise from one platform to the subsequent.

The steadiness recorded in June 2026, fairly than a big shift in both path, could itself carry planning significance. Promoting budgets allotted towards main moments, a World Cup broadcast window or a long-running nationwide broadcast such because the Opole tune competition, proceed to attract audiences that smaller, on a regular basis programming doesn’t replicate. That sample held once more this month, based on Nielsen’s report, reinforcing a longtime rationale for premium pricing tied to appointment tv occasions even because the broader streaming-versus-linear share stability remained largely unchanged from the prior month.

The slender actions amongst particular person streaming platforms, YouTube’s slight retreat and Netflix’s modest achieve, sit inside a class, Streaming as a complete, that itself didn’t develop this month. That mixture distinguishes June 2026 from a number of earlier months in Nielsen’s Polish information sequence, when streaming’s combination share moved measurably at the same time as which particular platform led inside that class shifted from month to month.

Timeline

• Might 2021: Nielsen publishes the primary version of The Gauge in america.
• January 2024: Nielsen’s Gauge Poland report data streaming at a then-record 7.6% share, with Netflix at 2.1% and terrestrial tv main at 30.1%.
• July 2024: Nielsen’s Gauge Poland report data streaming at 8.6% and common every day viewing at 3 hours 28 minutes.
• September 2024: Nielsen’s Gauge Poland report data streaming at 8.8% and a 3.2% rise in general viewership.
• October 2024: Nielsen’s Gauge Poland report data a 3% rise in conventional tv viewing, pushed partly by League of Nations soccer fixtures.
• June 2025: Nielsen’s Gauge Poland report data streaming at 9.7% and common every day viewing at 3 hours 37 minutes.
• July 2025: Nielsen’s Gauge Poland report data streaming crossing 10.1% for the primary time, with YouTube unchanged at 2.4%.
• September 2025: Nielsen’s Gauge Poland report data conventional tv viewing rising whereas streaming’s share declined for the month.
• January 2026: Nielsen publishes its first All Screens Video Panorama report of the yr, recording Polsat at an 18.12% share and overtaking Warner Bros. Discovery.
• March 2026: AudienceProject expands its Elevate measurement platform into Poland.
• Might 2026: PPC Land stories on Nielsen’s 2026 upfront information and a documented Netflix-Nielsen dispute over Gauge recalculation methodology.
• June 2026: Nielsen’s Gauge Poland report data common every day viewing regular at 3 hours 36 minutes, streaming holding at 10.7%, YouTube at 2.3%, and Netflix at 1.9%.
• July 2026: Nielsen publishes the June 2026 Gauge Poland report.

Abstract

Who: Nielsen, the viewers measurement firm, printed information overlaying Polish tv and streaming viewership habits for individuals aged 4 and above, drawn from a single-source panel of three,500 households and practically 9,700 particular person panelists.

What: The Gauge Poland report for June 2026 discovered common every day tv viewing regular at 3 hours 36 minutes, matching Might’s determine and one minute beneath June 2025. Streaming held its share at 10.7%, cable posted the strongest structural development amongst distribution platforms, YouTube’s share inside streaming slipped to 2.3% from 2.4%, and Netflix’s share rose to 1.9% from 1.8%.

When: The information covers viewing all through June 2026. Nielsen printed the report in July 2026.

The place: The measurement covers the Polish tv market, tracked by Nielsen’s nationwide single-source panel.

Why: The figures matter to promoting planners as a result of Nielsen’s single-source methodology underlies how media consumers examine attain throughout linear and streaming platforms in Poland, and since the identical Gauge measurement framework has develop into the topic of a documented methodological dispute between Nielsen and Netflix elsewhere within the business, based on PPC Land’s earlier protection. Stability in June’s combination figures, set towards persevering with small shifts amongst particular person streaming platforms, illustrates how Poland’s streaming development has proceeded erratically fairly than as a steady climb since Nielsen started monitoring the market.