Market Insights Advertising & Media Advertising

TV & Video Advertising - Poland

Poland

Ad spending in the TV & Video Advertising market in Poland is forecasted to reach US$1.36bn by 2024.
The largest market is Traditional TV Advertising with a market volume of US$0.95bn in 2024.
When looking at global comparisons, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$28.29 in 2024.
By 2029, the number of TV Viewers in Poland is anticipated to reach 33.51m users.
Poland's TV & Video Advertising market is experiencing a shift towards digital platforms to reach tech-savvy audiences effectively.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

TV & Video Advertising market in Poland is experiencing significant growth and development. Customer preferences are shifting towards digital platforms, leading to a surge in online video advertising. This trend is driven by the increasing popularity of streaming services and the widespread use of smartphones and other mobile devices. Additionally, the local special circumstances, such as the high internet penetration rate and the growing number of internet users, contribute to the growth of the TV & Video Advertising market in Poland.

Customer preferences: Polish customers are increasingly turning to digital platforms for their entertainment needs. The rise of streaming services, such as Netflix and HBO GO, has led to a decline in traditional TV viewership. As a result, advertisers are adapting to this shift by investing more in online video advertising. Consumers are also spending more time on their smartphones and other mobile devices, creating opportunities for advertisers to reach them through mobile video ads. This change in customer preferences is driving the growth of the TV & Video Advertising market in Poland.

Trends in the market: One of the key trends in the TV & Video Advertising market in Poland is the growth of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and optimize their ad campaigns in real-time. This technology is becoming increasingly popular in Poland as advertisers seek to maximize the effectiveness of their ad spend. Another trend is the rise of native advertising, which integrates advertisements seamlessly into the content, making them less intrusive and more engaging for viewers. Advertisers are also exploring new formats, such as interactive video ads, to capture the attention of consumers and enhance their brand messaging.

Local special circumstances: Poland has a high internet penetration rate, with a large portion of the population having access to the internet. This provides a fertile ground for online video advertising to thrive. Furthermore, the growing number of internet users in Poland presents a vast audience for advertisers to target. The country's relatively young population, with a high proportion of millennials and Gen Z, is also more receptive to digital advertising and is more likely to engage with video content online. These local special circumstances contribute to the growth of the TV & Video Advertising market in Poland.

Underlying macroeconomic factors: The strong economic growth in Poland has led to increased consumer spending power, which in turn drives demand for advertising. Advertisers are keen to reach the growing middle class in Poland, who have more disposable income and are willing to spend on products and services. Additionally, the stable political environment and favorable business conditions in Poland attract foreign investors, leading to increased advertising investments in the country. These underlying macroeconomic factors support the growth and development of the TV & Video Advertising market in Poland.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.