As every year, the National Audiovisual Council has published a report on its activities of the previous year, accompanied by information on the substantive problems of audiovisual in 2021. The most interesting part seems to be the complementary part which can be summed up and turned into one problem – you stop watching linear TV channels.
The Conseil National de l’Audiovisuel begins this part with a rather optimistic view of television with a vision without danger in the next 3 years, seeing the hope of keeping viewers in front of televisions thanks to the change of the DVB-T standard to DVB-T2 / HEVC:
The percentage of streaming service recipients in Poland is not very high. At least in the next 2-3 years, the position of television will not be threatened, despite the announcement of new global VoD players entering the market in 2022. Interest in VoD services may also increase the transition terrestrial broadcasting from DVB-T to DVB-T2 / HEVC. Viewers can limit TV access to terrestrial reception, counting on the enrichment of the programming offer and better signal quality, thus compensating for the need to access other content, in particular films and series available on VoD.
Personally, it seems impossible to me, whoever tried to access selected films or series without ads at an average price of 30 PLN per month, will not return to traditional television, at least not to the same extent as before .
You’ll see it on the graph, but even in my case, as a representative of the 40+ group, I sometimes don’t watch anything on TV for a few days, and when I switch on after that time, it is only a moment for the information service, then again. I can’t remember when I recently watched a regular TV program, and a movie or series already counts for years – and it’s not a problem with the small number of channels available on terrestrial TV so far . The exception here are the sporting events that I watch at the moment, but they are responsible for about ten hours of viewing per year.
Before moving on to the structure of the television audience, however, let’s look at an interesting case related to the pandemic period.
It is clear here that the time spent watching television in each age group increased significantly during the pandemic period, in some cases up to three times compared to 2019, but returned to normal in 2021.
On the other hand, the average listening time remains almost unchanged at around 4 hours.
In turn, the average audience is around 6 million people.
Now let’s look at the aforementioned age pyramid of this audience, which works primarily for this viewing time and number of viewers.
Since 2016, we have the youngest viewers at an unchanged level, the percentage of viewers aged 10-29 is decreasing significantly, and people aged 30-39 also remain a constant group.
On the other hand, the group of 40-54 years old is decreasing, which over the years moves towards the oldest group of 55 years and over, and which grows the most. In 2006, it represented 35% of the total audience, and last year it was already 54%. Together with the 40-54% group, they already represent 77% of all viewers.
Thus, young people clearly shift their attention and time to VoD content, often even every day, and nearly half of them say they watch it several times a week.
Translating this to households in Poland, the vast majority of them already use VoD services (in 2020, according to GUS data, there were 13.9 million households in Poland). Most of them – 57% buy access to these services, 65% prefer a monthly subscription and 13% choose an annual subscription. In turn, 4.5 million households in Poland use free access to VOD content. However, it is estimated to be 9 million, due to the fact that only one in ten uses only paid services in this area.
Netflix is the most popular, followed by WP and TVN. Then CDA, HBO and TVP.
Regarding the scope of these services, the order is similar, but the double increase in the case of Amazon Primo Video last year deserves attention.
Finally, let’s look at the most important metric, namely the time spent on individual services, and here Netflix is the undisputed leader, despite the drop in hours compared to 2020 (the year of the pandemic).
Source: National Audiovisual Council.
Image from Depositphotos.