Market Insights Advertising & Media Media TV & Video

OTT Video - Poland

Poland

Revenue in the OTT Video market market in Poland is forecasted to reach €1,354.00m in 2024.
The revenue is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 5.42%, leading to a projected market volume of €1,763.00m by 2029.
The largest market within the OTT Video market sector is Video Streaming (SVoD), with a market volume of €886.10m in 2024.
On a global scale, the in the United States is expected to generate the most revenue (€123,300.00m in 2024).
In Poland's OTT Video market market, the number of users is estimated to reach 16.6m users by 2029.
User penetration is projected to be 40.2% in 2024 and is set to reach 42.9% by 2029.
The average revenue per user (ARPU) in the OTT Video market market is forecasted to be €83.67 in 2024.
The usage share of Netflix is estimated to be 22% of the Videostreaming (SVoD) market in Poland and the selected region in 2024.
Poland's OTT Video market is witnessing a surge in local content production, catering to the growing demand for original Polish programming.

Key regions: United Kingdom, Germany, South Korea, Asia, India

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Analyst Opinion

The OTT Video market in Poland has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of high-speed internet.

Customer preferences: Polish consumers are increasingly turning to OTT Video platforms for their entertainment needs. This shift in preferences can be attributed to several factors. Firstly, the convenience and flexibility offered by OTT Video services allow consumers to access a wide range of content at any time and from any location. This has become particularly important in a fast-paced society where consumers are constantly on the move. Additionally, the ability to personalize content recommendations and create personalized playlists has also contributed to the growing popularity of OTT Video platforms.

Trends in the market: One of the key trends in the Polish OTT Video market is the increasing demand for local content. Polish consumers have shown a strong preference for content that is relevant to their culture and language. As a result, OTT Video platforms have been investing in the production and acquisition of Polish-language content to cater to this demand. This trend is likely to continue as platforms recognize the importance of offering localized content to attract and retain customers. Another trend in the market is the rise of ad-supported OTT Video services. While subscription-based models have traditionally dominated the market, ad-supported platforms are gaining traction among cost-conscious consumers. These platforms offer free access to content in exchange for viewing advertisements. This model has proven successful in attracting a large user base, particularly among younger demographics who are more receptive to advertising.

Local special circumstances: The Polish OTT Video market is unique in that it has a strong domestic player that dominates the market. This local player has been successful in capturing a significant market share by leveraging its understanding of the local market and tailoring its content offerings to Polish consumers. This has created a competitive landscape where international players are striving to compete with the local player by offering differentiated content and localized user experiences.

Underlying macroeconomic factors: The growth of the OTT Video market in Poland can also be attributed to favorable macroeconomic factors. Poland has experienced steady economic growth in recent years, which has resulted in an increase in disposable income for consumers. This has allowed more consumers to afford OTT Video subscriptions and contribute to the overall growth of the market. Additionally, the increasing availability of high-speed internet and the proliferation of smartphones have also played a significant role in driving the adoption of OTT Video services. In conclusion, the OTT Video market in Poland is experiencing strong growth due to changing customer preferences, the increasing demand for local content, the rise of ad-supported platforms, the presence of a dominant local player, and favorable macroeconomic factors. These factors are likely to continue driving the growth of the market in the coming years.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) 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, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.