Data from May shows seasonal outdoor trends triggers lower viewingWarsaw, Poland, 19.06.26: Nielsen, a global leader in audience measurement, data, and media intelligence, has today released its All Screens Video Landscape Report for May 2026. The All Screens Video Landscape Report tracks total household viewership (defined as a combination of total reach and time spent) in Poland across four screens: TVs, PCs/laptops, smartphones, and tablets.
Eurovision Song Contest Sees Year-on-Year Footprint Shrink One of the report's standout findings was a notable drop in year-on-year share and reach for the Eurovision Song Contest. The 2026 broadcast recorded a 27.95% share of the audience, putting it into fourth place in the monthly rankings, but representing a sharp decline from the powerhouse 40.85% share captured in May 2025. Total reach mirrored this trend, with just over 1.9 million Poles tuning in this year compared to more than 3 million viewers it had in 2025 which gave it top spot in the most-watched programmes ranking in May 2025. This is explained by record viewership in 2025 due to the high profile act, Justyna Steczowska, representing Poland and drawing additional attention to the competition.
The Maj wka' Effect Drives Seasonal Viewing Dip The month of May saw a contraction in total viewership across both traditional linear TV and digital streaming platforms. This downturn is largely explained by predictable seasonal factors, including an early summer mood, warmer weather, and the extended Maj wka (May bank holiday) long weekend, which naturally drew Polish audiences away from their living rooms.
While a similar downward trajectory was observed in May 2025, the total time spent viewing content last year remained higher due to the exceptional, high-stakes public interest surrounding the 2025 Presidential Debates.
Distributor Rankings: WBD Remains Unrivaled, ByteDance Gains Ground In the monthly content distributor rankings, stability remained the baseline at the top of the leaderboards. Warner Bros. Discovery firmly retained its number one position, continuing an unbroken streak for the calendar year so far.
The only major movement within the top ten came from the digital sector, as ByteDance (TikTok) climbed ahead of SPI International to claim 9th place, reinforcing the steady integration of mobile-first platforms into daily Polish media consumption.
Lucyna Koba, Market Leader, Nielsen Poland, said: May historically introduces a transitional phase for consumer behavior in Poland, where the appeal of the outdoors and the Maj wka holidays create a natural dip in traditional screen time. What makes May 2026 particularly unique is how cleanly it highlights the impact of political event television; without the exceptional baseline of 2025's Presidential Debates to pull people inside, we saw a uniform decline in both linear and streaming footprints.
Additionally, ByteDance's climb to ninth place underscores the reality that while seasonal dips affect the wider market, short-form mobile content continues to quietly and permanently expand its share of the Polish media mix.
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 May 2026 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, holding:Grupa Polsat
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, holding: Warner Bros. Discovery
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, holding: Telewizja Polska
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, FILMBOX Family, FILMBOX Action, FILMBOX Extra
ByteDance: TikTok
Canal : Canal Premium, Planete , Ale Kino , teleTOON , Minimini , CANAL KUCHNIA, Novelas, CANAL EXTRA1, CANAL EXTRA2, Canal Seriale, Canal DOMO, Canal 1, Canal Film, CANAL SPORT, Canal 360, CANAL SPORT5, Canal Dokument, CANAL SPORT2, CANAL SPORT3, CANAL SPORT4, DocuBox, holding: Grupa Canal
Press contact Ben Gold, Director of Communications, EMEA
E: ben.gold@nielsen.com
M: 44 7816 252 017
Market contact
Lucyna Koba, Market Lead, Nielsen Poland
E: lucyna.koba@nielsen.com
M: 48 602 477 386
