September typically brings changes in viewing habits of video content on TV screens which are primarily attributed to the start of the school year and the end of summer vacation. In line with these trends, TV viewership in September increased 3.2% compared to August, indicating that Polish audiences are beginning to spend more time watching TV following several months of summer holidays. The increase was also supported by new programming schedules for TV stations.
Viewers in Poland spent an average of 3 hours and 38 minutes a day in front of the TV screen in September, an increase of 7 minutes compared to August this year. Traditional television continued to account for a significant part of content consumption, and there was also a noticeable, steady increase in streaming’s share of total TV viewing, increasing from 8.7% of time spent watching TV in August to 8.8% in September.
Netflix and YouTube remained the biggest players in the streaming market. Netflix’s share of total viewing increased from 1.9% of TV in August to 2.0% in September, while YouTube fell slightly from 2.1% to 2.0% of TV. Among other streaming platforms, Pilot WP, Player and Canal+ Online posted impressive increases, which also translated into an increase in streaming’s share of total video viewing on TV screens.
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 comparisons.
