Leading VOD services in Poland
Most leading VOD services used in Polish households have been Polish – for example Player, CDA Premium, or Ipla – but the international giant Netflix has seen a major rise in popularity since 2016. VOD users seem to be migrating from Polish services to Netflix and HBO GO, with considerable exceptions like the thriving Player.pl. When it comes to free-of-charge VOD, YouTube is the leading platform by far, followed by the free trials or non-premium versions of platforms like Player and Netflix.Most VOD users are young adults, but VOD services are increasing in popularity across all age groups. There are some differences in service preference according to gender: Netflix, CDA, and Player are preferred by women, whereas Ipla and HBO GO are preferred by men. The lack of advertising and the quality of available titles are important reasons for users to choose VOD over traditional television. They also care about the smooth functioning of the platforms and the relatively low price for the amount of content available.
Content and consumption habits
VOD platforms are used frequently, no doubt related to the phenomenon of binge-watching – the majority of viewers use VOD services at least several times a week. Monthly subscriptions are by far the most commonly chosen, compared to pay-per-view and other deals. Audiences use VOD on various devices – mostly on computers and TVs, but smartphone users are a growing demographic. Netflix is the most multichannel service, watched on televisions, computers, and smartphones alike, whereas Cyfrowy Polsat viewers are the most TV-oriented.When it comes to original VOD content, most of what Polish people like to watch resembles international tastes. Nevertheless, with the rise of titles such as the Polish sex comedy "Sexify" or the Polish American fantasy drama "The Witcher", this trend might change. Polish audiences have enjoyed acclaimed Netflix Originals, like an animated mini series "Headspace: Guide to Meditation" or a U.S. documentary "Pretend It's a City".
The popularity of VOD is expected to continue rising rapidly over the next few years. Annual revenues are predicted to reach over 440 million U.S. dollars by 2025. International companies are expected to invest more into VOD in Central and Eastern European (CEE) countries. At the same time, Polish companies and content creators realize the market’s potential and are continuously developing new material.
