In May, we noted a few changes in viewership on the TV screen. Compared with April, the first notable change is that linear television viewership increased by 0.3 percentage points, accounting for 87.7% of the total viewership on TV. Pay television viewership (cable, satellite) increased, while terrestrial television viewing declined. And for the first time since January of this year, streaming usage declined. This is the first time streaming usage has declined since the Gauge: Poland was launched.
Reduced viewership of Netflix was the primary reason for the decline in streaming usage. Reaching a 1.6% share, for the first time in the Gauge: Poland, it gave up its leading position in streaming on TV to the YouTube platform, which, in May, achieved a record share of 1.7% on TV in the entire population in Poland.
About The Gauge™
The Gauge™ was created to provide the media industry with a monthly analysis of television usage across key television delivery platforms. Nielsen published its first edition of The Gauge™ in the U.S. in May 2021.
About The Gauge™ Methodology
The data comes from Nielsen’s single-source panel consisting of 3,500 households and almost 9,700 panelists. The Gauge™: Poland is based on monthly AMR (Average Minute Rating) audience share data. The data is presented for people over 4 years old, broken down into cable, satellite, terrestrial television (both linear and shifted in time up to 7 days), and viewership from streaming (live streaming viewership of TV stations on OTT platforms is classified as streaming viewership). The “Other” category includes views of unrecognized content.
Nielsen Poland created this iteration of The Gauge™ using methodologies conceptually similar to those in the U.S. version. Methodological differences should be considered when making any comparisons.
