December, apart from the winter weather, was characterized by a longer time spent by Poles watching video content on their TV screens.
Compared with November, viewers spent on average 9 minutes more per day in front of TV screens, amounting to an average of 4 hours and 18 minutes of viewing time in December.
Poles watched more streaming (an increase of 8% compared with November 2023) and traditional television (an increase of 3%).
Netflix strengthened its position at the top of the ranking of streaming services, with its share on the TV screen increasing to 1.9% (from 1.7% in November). YouTube viewership also increased in December, rising from 1.6% in November to 1.8% in December. The larger audience of these two platforms translated into an increase in the share of streaming in the total video viewing on TV screens, amounting to: 7.1% in December, the highest result since August 2023.
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 conceptually similar to those in the U.S. version. Methodological differences should be considered when making any comparisons.