July, much like June, is a month marked by summer weather and vacations, which has reflected in a further decline in viewer activity in front of TV screens. The latest data shows that Poles spend time watching video on the Silver Screen for an average of 3 hours and 32 minutes per day, a 5-minute (2%) drop compared to June. Nevertheless, this result is 4 minutes higher than in the same period last year (3 hours and 28 minutes).
Despite the overall decline in viewership, July brought a historic moment for streaming – its share of total viewership on TV screens exceeded 10% for the first time, reaching 10.1%. This 0.4pp increase over June resulted from a longer time spent watching online content. This also means that the drop in overall time spent in front of the TV set was primarily due to a decrease in traditional television viewership.
Among streaming platforms, YouTube maintained its leading position with a share at the same level as the previous month, 2.4%, while Netflix reached 1.8%, an increase of 0.1pp compared to June 2025.
A propos de The Gauge™
The Gauge™ a été créé pour fournir à l'industrie des médias une analyse mensuelle de l'utilisation de la télévision sur les principales plateformes de diffusion de la télévision. Nielsen a publié sa première édition de The Gauge™ aux États-Unis en mai 2021.
A propos de la méthodologie The Gauge™
The data comes from Nielsen’s single-source panel consisting of 3,500 households and almost 9,700 panelists. The Gauge™: Poland is based on monthly AMR (Average Minute Rating) audience share data. The data is presented for people over 4 years old, broken down into cable, satellite, terrestrial television (both linear and shifted in time up to 7 days), and viewership from streaming (live streaming viewership of TV stations on OTT platforms is classified as streaming viewership). The “Other” category includes views of unrecognized content.
Nielsen Pologne a créé cette itération de The Gauge™ en utilisant des comparaisons de méthodologies.
