July is another summer month where Poles spend less time in front of the TV and TV broadcasters do not broadcast the high cost TV shows. The most-watched programs in July were sports and live music events, as well as news, weather and sport news. The lack of new TV shows on traditional channels helped streaming gain a record 6.9%, up 0.5 percentage points from last month.
YouTube was the streaming leader for the third straight month, capturing a record share of 1.9% of TV (up 0.1 percentage point from last month). Netflix, by comparison, gained 0.2 percentage points, capturing 1.7% of total TV in July.
Apart from YouTube and Netflix, we observed a jump in the streaming viewership also of other global OTT platforms like Max, Amazon Prime, but none of them have yet reached 0.5% share on TV.
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.
