Viaplay Ampere Analysys Polska Netflix Amazon Prime Video HBO Max streaming service

Ampere Analysis released by Viaplay owner NENT Group shows that by the end of 2021, there were 6.015 million subscribers to streaming services in Poland. They reached 29 percent. population. The average farm with such platforms is paid for 1.5 services. The value of the broadcasting market in Poland is 350 million euros, and the value of the paid TV market (cable networks, satellite platforms, IPTV operators) is 1.920 billion euros.

Traditional operators work well in Poland

When it comes to numbers, traditional operators are also clear leaders. By the end of 2020, Polsat Box boasts 5.010 million active TV services and Canal + 2.37 million subscribers in the same period. Vectra has 1.7 million subscribers and UPC Polska has 1.06 million. Orange ended 2021 with 995,000 TV service customers (710,000 IPTV customers and 285,000 satellite customers). The number of IPTV subscribers increased by 41,000, while the number of satellite subscribers decreased by 54,000. They are just the biggest players in a market with many medium and small operators.

Although more and more older buyers in Poland are using streaming services, we are not dealing with a dramatic decline in the number of subscribers to digital platforms and cable networks, as in the United States. TV packages there are very expensive and many people prefer casual subscriptions. The American DirecTV platform has observed that the number of subscribers has dropped from 25 million in 2017 to 15 million today. While Dish Network, in turn, has 8 million customers, 5 years ago it had 13 million customers. Sky platforms in the UK, Germany and Italy lost 198,000 in 2021. subscribers.

There are many voices that this trend will reach us, but in the coming years. Not everyone knows what streaming services like Netflix, Amazon Prime Video, HBO Max, Player, Viaplay, Canal + online, Polsat Box GO are. Many people live in small towns where households are not connected to optical fiber, and mobile internet is still limited before the 5G range is expanded. In such places, a satellite dish is still a natural choice.

We are far from the power of the current

The United States is the most developed flow market. The number of subscribers there is about 382 million. Thus, they reach 71 percent. households. Streaming houses have an average of 4 subscriptions. Revenge platforms have revenues of 33.523 billion euros, while traditional operators have revenues of about 76 billion euros.

It should be noted that 329.5 million people live in the United States, and in 2020 in Poland – 37.95 million people. In Denmark, with a population of 5.8 million, the coverage of streaming services is the same as in the United States, with 5.559 million subscribers. The middle-class family uses 2.9 services. This resulted in 562 million euros from such services, while traditional operators earned 765 million euros.

Also read: Dozens or more of TVP stations on digital platforms. “Very sorry for the buyers”

– The published data is undoubtedly an interesting statistical option, only the question of how useful it is in terms of analyzing the saturation of the business market of streaming services against the sociological image of the consumption of video content on the Internet. According to the analysis, based on the Polish example, it is 6 million subscribers, not 6 million users, who create the relevant market value in the area. We are immediately after the census, so adding the preliminary results and data of the Polish Central Statistical Office, we have about 22 million people in the working age group, which in theory is the target group of paid VOD services. If we take into account that there are 2-3 accounts per person in the streaming services, the number of subscribers does not change around 6, or rather 2.2 million, which is only 10 percent. potential payers. If we compare Poland’s data, for example, with the Scandinavian countries, where the population is four times smaller, the coverage statistics are many times higher and the incomes are relatively similar, it is clear that Poland is still an emerging market in terms of inflow. consumption – Justyna Troszczyńska, founder and head of Media4Fun film consulting agency, says in an interview with Wirtualnemedia.pl.

According to Janusz Daszczyński, former president of Telewizja Polska, Polish citizens liked streaming services compared to other markets in Central and Eastern Europe. However, such platforms are not as popular as in Western and Northern Europe. – The number of users of streaming services in a particular country depends on at least several factors: the quality and diversity of the offer, broadband Internet access, the richness of potential subscribers, the demographic structure of individual societies, including their number. the number of residents, their place of residence and age, and the line of viewers, the degree of dependence on the free television offer. The marketing side is also important here: the ability to present your offer and what is said in a formal, comprehensive way is word-of-mouth marketing. Based on the information obtained so far, it can be concluded that Poland works well enough in terms of the absolute number of subscribers (except, of course, the United States), but the so-called penetration rate is not impressive – 29 percent. This is indeed higher in our country than in Estonia, Latvia and Lithuania, but we are still far from the other countries analyzed. – Daszczyński, who is currently sitting on the TVP Program Council, told Wirtualnemedia.pl. Viaplay only shared information from the market in which it operates or intends to operate. He did not, for example, publish information from the United Kingdom, France, Germany or Italy, where the broadcast is very popular.

Also read: Disney + starts on June 14 in Poland, the price is 28.99 PLN per month

Is most of the subscriptions Netflix?

According to a study conducted by Mediapanel in February this year. Netflix was visited by 14.35 million Polish Internet users, each spending an average of 5 hours and 39.5 minutes. The number of visitors does not match the number of subscribers, as many users share their accounts with family, friends or strangers.

What part of the 6 millionth cake on social networking sites could belong to Netflix? – Netflix does not provide official data on the number of active subscribers in Poland, but if we look at the business policy and restrictions on the availability of account sharing, we can assume that these results are not entirely satisfactory. At least financially. Suppose that today they support about 40 percent. Despite the active Polish subscription market, Netflix still has a large audience that could lose its competitive advantage. The impact of new platforms such as HBO, Sky, Disney or Amazon will draw users’ attention and attention to their resources – Troszczyńska assures in the coming seasons. The number of users of individual platforms in Poland remains a mystery. Netflix and HBO Max do not provide official information for the Polish market. According to unofficial data, Player has 1.5 million subscribers.

Despite increasing competition, Netflix is ​​the first broadcast platform to dominate in Poland. For several years now, it has already had a well-established brand and many production fans, and the following seasons will appear on the website. According to Daszczyński, the share of the world’s largest website in the Polish market is significant. – In our country, Netflix is ​​always the most popular among users of both website and mobile application and streaming services. This situation is caused by a rich software library and good marketing, but it is also due to the ability to share content: officially within a family. However, it is an open secret that this rule is not followed in any way, and Neflix itself – so far – does not react restrictively. I am interested in how long Neflix will continue to be a leader in streaming services in our country, and how impressive the number of streaming platforms already existing in Poland. And more is coming. The choice will be increasingly difficult not only because of the time we want to devote to watching different content, but also – against the background of rising inflation – due to the narrowing of financial opportunities of Poles. Therefore, I think that Netlix’s position will remain undisputed for a long time – Appreciates Dashchinsky.

Traditional operators are in a strong position

Joining the offerings of cable networks and digital platforms will undoubtedly affect the development of streaming services on the Vistula River. Although these operators operate on the basis of long-term contracts with subscribers, unlike OTT services, many of them still do not think about leaving.

– It is clear that the pandemic, which resulted in rampant inflation, slowed down the initial increase in the use of Internet services in favor of free linear services, according to statistician Kovalsky, because “I must have a cable.” From the list provided, only the Baltic countries have worse linear and nonlinear follower statistics. Poland, which is trying to gain a foothold in Central Europe, receives a fairly low price per share of buyers of streaming services, we still adhere to the tradition and In our market, despite the announcement of new global VOD players entering the market, the position of television in the next 2-3 years is not much threatened. – Troszczyńska notes.

Despite preparations for the debut of HBO Max and the presentation of Disney + and SkyShowtime, the Media4Fun representative does not expect any sudden changes – in 2022, the Polish streaming market will no doubt be saturated in terms of the number of available offers, but their price and quality Will it convince you to spend time in front of the TV, contrary to tradition? Will it break the tradition of life broadcast by the dictation of a television program? Troszczyńska believes that this is not the time, although the value of the non-linear services market will undoubtedly increase systematically.

See also: Will Disney + beat Netflix in Poland? “It could be a little problem”

Poles are traditionalists, especially the older part of our society living in small towns. They are very much connected to the classic, linear television, available on terrestrial broadcasting, possible reception with an ordinary balcony or roof antenna. Here, a new aspect has recently emerged – it is scheduled for the end of June this year. the process of transition of terrestrial broadcasting from DVB-T to DVB-T2 / HEVC. For many households (approximately 1.7 million), this means that access to television programs will be limited to the part of Telewizja Polska’s proposal that will be broadcast by the old standard MUX 3 by the end of 2023. (TVP1, TVP2, TVP3, TVP Information, TVP History, TVP Sport) – Daszczyński lists.

Jacek Kursky’s predecessor as TVP president believes that changing the DVB-T2 / HEVC standard could paradoxically increase interest in streams. For example, if family members explain how to use such services on a new television set. – Many people here probably ask themselves about home investments: either a set-top box, a new TV, or broadband internet and … one of the streaming platforms (unfortunately, paid). If streaming service providers don’t help their grandchildren or great-grandchildren, they can’t rely on these potential subscribers. Because the internet itself is not enough. You still need to have a properly tuned receiver and – in colloquial language – a cash register – to convince a member of the TVP Program Council.

Leave a Comment