The Living Room Remains Central: Nielsen Highlights Growing TV Screen Dominance for Digital Platforms in PolandWarsaw - Poland, January 19, 2026 - Nielsen, a global leader in audience measurement, data, and analytics, has today published its first All Screens Video Landscape report of 2026. The latest report tracks total household viewership (defined as a combination of total reach and time spent) in Poland between 2024 and 2025 across four screens TVs, PCs/laptops, smartphones, and tablets.
Firstly, the report compared the top 10 content distributors in Poland in 2024 and 2025, ranking them based on their audience share and breaking down whether viewing was on TV screens or other screens.
In 2024, Warner Bros. Discovery took the top spot, with a share of 19.51%, followed by TVP (18.41%), with Polsat rounding out the top three with 18.18%.
2025 saw a change, with top spot being claimed by Polsat (18.12%), whilst Warner Bros. Discovery dropped a place into second with 17.97%, and TVP dropped to third (17.56%).
Telewizja Republika was another mover, having taken sixth place in 2024 with 3.24% of the audience share, but in 2025, rising to fifth place and increasing its audience share to 5.23%.
Canal was a new entry into the top 10 in 2025, whilst Byte Dance dropped out.
When it comes to the metric of screen share, year-on-year Google saw household viewership on the TV screen increase from 27% to 29%.
Netflix also saw this trend with its viewership on a TV screen increasing from 80% to 84%.
Lucyna Koba, Market Leader, Nielsen Poland, said: The 2024-2025 data shows a reordering among Poland's leading content distributors, with Polsat, Warner Bros. Discovery, and TVP continuing to lead a highly competitive, dynamic, and evolving field. Additionally, our data shows that the TV screen is becoming an increasingly important destination for digital-first platforms. The growth in TV screen share for digital platforms such as Google and Netflix suggests that even as viewing options expand across mobile devices, the living room remains a central hub for household consumption in Poland.
The All Screens Video Landscape report also revealed other interesting trends with regards to household viewing in Poland. There was a 4.42% year-on-year decline in the total reach across all video consumption, however the average time spent viewing increased by 1.04%, showing that whilst less people in Poland consumed content in the house in 2025, those who did, actually spent longer watching it. When looking at just streaming (excluding linear TV viewing), the average time viewing increased by 4.19%, despite a 4.32% drop in reach, whilst just linear TV viewing stayed stable with a minimal 0.19% growth in average time viewing, despite also experiencing a 4.5% decline in reach. Some of the main reasons for the decline in reach include a lack of large sporting fixtures in 2025, compared to 2024, which was dominated by the Olympic Games and UEFA European Championships. 2025 did see a landmark year for political content, with numerous debates surrounding the Polish presidential election, which helped to create deeper engagement with audiences.
Lucyna Koba added: The 2025 data indicates a clear pivot from broad audience reach towards deeper, more concentrated engagement within Polish households. While the reach saw a slight contraction, those who watched became more dedicated consumers, spending more time with content overall.
Broadly, this suggests that the Polish market is maturing. For distributors and advertisers alike, success is increasingly defined not just by how many people they reach, but by how effectively they can retain that audience's attention. The fact that linear TV viewing time remained stable despite a drop in reach further underscores that traditional television continues to hold a highly loyal and consistent core audience.
About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Distributors 2024/2025 Polsat: Eleven Sports1, Eleven Sports2, Disco Polo Music, Eska Rock TV, Eska TV Extra, Eska TV, Fokus TV, Nowa TV, Polo TV, Polsat, Polsat Caf , Polsat Doku, Polsat Film, Polsat Games, Polsat Music HD, Polsat News, Polsat News2, Polsat Play, Polsat Rodzina, Polsat Seriale, Polsat Sport 1, Polsat Sport 2, Polsat Sport Fight, Polsat Sport 3, Polsat2, Super Polsat, Wydarzenia 24, TV4, TV6, Vox Music TV, Polsat News Polityka, Polsat X, Polsat Reality, Polsat Film2, Polsat Box Go, Polsat Go, Polsatnews.pl, Interia.pl
Warner Bros Discovery: Cartoonito, Cartoon Network, Warner TV, Animal Planet HD, Discovery, Discovery Historia, Discovery Life, Discovery Science, Discovery Travel & Living, Discovery World, Discovery Civilisation, DTX, Eurosport1, Eurosport2, Food Network, HGTV, Investigation Discovery, Metro, TLC, Travel Channel, TTV - Twoja Telewizja, TVN, TVN Fabula, TVN Style, TVN Turbo, TVN24, TVN 24 Bis, TVN7, Max, Player, TVN24.pl
TVP: TVP4K, TVP ABC, TVP Dokument, TVP HD, TVP Historia, TVP Info, TVP Kultura, TVP Kobieta, TVP Nauka, TVP Polonia, TVP Rozrywka, TVP Seriale, TVP Sport, TVP1, TVP2, TVP3
Google: YouTube
TV Puls: TV Puls, Puls2
Telewizja Republika: TV Republika
Meta: Facebook, Instagram
SPI International: Stopklatka, Kino Polska, Kino Polska Muzyka, Kino TV, Zoom TV, Gametoon, Novelas 1, FILMBOX Premium
Netflix: Netflix
Byte Dance: TikTok
Canal : Canal Premium, Planete , Ale Kino , teleTOON , Minimini , CANAL KUCHNIA, Novelas, CANAL EXTRA1, CANAL EXTRA2, Canal Seria
