Advertising segment
Television holds almost half of the advertising expenditure share in the country. On average, for every hour of television viewing, ten minutes of commercials are aired. TV ads are dominated by the pharmaceutical industry, followed by telecommunications and FMCG. The number of TV advertising spots has been on an upward trend. In March 2022, the number reached more than 3.66 millionThe smaller amount of ads and the possibility of customization are factors in the popularity of Video-on-Demand. The value of VoD and pay TV is constantly increasing – the VoD market revenue is expected to exceed 470 million U.S. dollars in 2026.
Consumption habits
The most significant amount of time in front of a TV screen is spent by people over 60 years. This time, regardless of age group, had an upward trend, especially between 2019 and 2020. However, Polish viewers have a low level of trust in news television's credibility and political impartiality.There are approximately 200 Polish television channels, most of which broadcast film, TV fiction, sport, and entertainment. TVN, Polsat, and TVP own most influential TV stations in Poland. Aside from news, the most popular broadcasts among Polish audiences are mostly sport events. Football is the most watched, followed by ski jumping and volleyball.
Television is expected to continue growing and transforming as an industry in Poland over the following years. It remains an essential medium for reaching the population with cultural and advertising content. Having said that, the importance of pay TV and VoD services should not be neglected.
