Advertising segment
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 million.However, when it came to advertising revenues of television channels, the undisputed leader was the Polsat station. This free-to-air television channel, operating since 1922, had the highest advertising revenue in 2022, which exceeded 367 million zloty.
The 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 2027.
Consumption habits
There are 277 Polish television channels, most of which broadcast film, TV fiction, sports, and entertainment. TVN24, Polsat News, and TVP Info own the most influential TV stations in Poland. However, Polish viewers have a low level of trust in news television's credibility and political impartiality.Poles watch TV during various holidays and events. New Year's Eve broadcasts are very popular with the public. In 2022, TVP attracted over 4.9 million average TV viewers on New Year's Eve.
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.