![]() ![]() This is a very good signal for potential advertisers. As much as 95% of households that regularly use pay TV packages and pay for VOD content at the same time, do not intend to change the current offer. There are already people at the centre of the TV battle between streaming and traditional media. This shows that the streaming platform market on the Vistula River is a niche with great potential – both in terms of development and advertising. ![]() Research from 2020 shows that domestic viewers still lag behind the French, British and Americans, who declare an advantage of content on demand by 60% up to 80%. However, this is not a novelty, because Western countries had access to this type of technology much earlier than Poles. However, let’s take into account the risk of underestimation and viewers who share access to the account not entirely in accordance with the platform’s regulations for a few people (which is an extremely common practice in Polish realities.) At this point, another threat is eliminated – illegal content, which until now could be viewed for free and without major consequences, is consequently removed from the Polish network.Ī slightly more pessimistic scenario is put forward by the authors of the report from McKensey – “Digital Poles”. According to the latest “Establishment Survey”, 26% of Polish households pay for access to streaming content (one-off or in the subscription model). During the first lockdown, especially younger groups of viewers were more likely to buy VOD subscriptions, although TV on demand is slowly becoming a family trend. In Poland, traditional television is losing a lot to streaming platforms. The Polish streaming services market in numbers The announced streaming services in Poland:. ![]() ![]() The Polish streaming services market in numbers.What platforms should every creative team pay attention to? Why? TV streaming in Poland has especially accustomed younger audiences (but also older generations) to the freedom of choice, which makes the reception of advertisements and placement much more “virulent” than in traditional media. The local customer is more likely to use services or products that are subconsciously combined with a personalised offer of movies and serials, which is separated by one click of the “play” button. Polish streaming services have already become an integral part of the marketing campaigns of both large brands and completely new brands that want to benefit from the exceptionally dynamic trend of TV on demand. What do you need to know about the Polish VOD market? ![]()
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