The January winter weather encouraged people to spend more time in front of their TVs. Poles consumed video content for an average of 4 hours and 17 minutes per day, 5 minutes longer than in December 2024. At the same time, slightly fewer people turned on their TVs on a daily basis after the busy holiday season, which translated into a 2% drop in daily video content reach.
Streaming has been growing month after month, reaching a record 9.7% share of total TV viewing in January (up from 9.5% in December and 7.6% a year earlier). Netflix overtook YouTube to become the leader among streaming platforms, increasing its share of total TV screen viewing to 2.3% (from 2.2% in December). YouTube lost slightly, falling to 2.1% (from 2.3% in December). Player, Apple TV and Max also posted increases, which translated into another rise in streaming in total TV screen viewing.
About The Gauge™
The Gauge™ was created to provide the media industry with a monthly analysis of television usage across key television delivery platforms. Nielsen published its first edition of The Gauge™ in the U.S. in May 2021.
About The Gauge™ Methodology
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 Poland created this iteration of The Gauge™ using methodologies comparisons.
