尼尔森《全屏视频格局报告》揭示波兰媒体排名变化与受众深度参与趋势

客厅地位依然核心：尼尔森报告凸显数字平台在波兰电视屏幕领域日益增长的统治地位

Warsaw – Poland, January 19, 2026 – Nielsen, a global leader in audience measurement, data, and analytics, has today published its first All Screens Video Landscape report of 2026. The latest report tracks total household viewership (defined as a combination of total reach and time spent) in Poland between 2024 and 2025 across four screens – TVs, PCs/laptops, smartphones, and tablets. 

首先，该报告对比了2024年与2025年波兰前十大内容分发商，根据其观众份额进行排名，并细分了观众是通过电视屏幕还是其他屏幕进行观看。 

• 2024年，华纳兄弟探索公司以19.51%的市场份额位居榜首，TVP（18.41%）紧随其后，波兰卫星电视公司（Polsat）以18.18%的市场份额位列前三。 
• 2025年出现变化，波兰卫星电视台（Polsat）以18.12%的份额夺得榜首，华纳兄弟探索公司（Warner Bros. Discovery）则以17.97%的份额退居次席，波兰电视台（TVP）则跌至第三位（17.56%）。 
• 共和国电视台同样表现亮眼，2024年以3.24%的收视份额位列第六，2025年跃居第五名，收视份额提升至5.23%。 
• 2025年，Canal+首次跻身前十，而字节跳动则跌出榜单。
• 在屏幕共享指标方面，谷歌家庭电视屏幕的观看率同比从27%上升至29%。 
• Netflix也观察到这一趋势，其电视屏幕上的观看比例从80%上升至84%。

Lucyna Koba, Market Leader, Nielsen Poland, said: “The 2024–2025 data shows a reordering among Poland’s leading content distributors, with Polsat, Warner Bros. Discovery, and TVP continuing to lead a highly competitive, dynamic, and evolving field. Additionally, our data shows that the TV screen is becoming an increasingly important destination for digital-first platforms. The growth in TV screen share for digital platforms such as Google and Netflix suggests that even as viewing options expand across mobile devices, the living room remains a central hub for household consumption in Poland.”

《全屏视频景观报告》还揭示了波兰家庭观看行为的其他有趣趋势。尽管视频消费的总覆盖率同比下降4.42%，但平均观看时长却增长了1.04%，这表明2025年波兰家庭内容消费人数减少，但实际观看时长却有所延长。 若单独观察流媒体（排除线性电视观看），尽管覆盖率下降4.32%，平均观看时长仍增长4.19%；而线性电视观看虽覆盖率下滑4.5%，平均观看时长却微增0.19%保持稳定。 覆盖率下降的主要原因包括：相较于2024年（该年由奥运会和欧洲杯主导），2025年缺乏大型体育赛事。不过2025年成为政治内容的里程碑之年，围绕波兰总统选举的众多辩论有效深化了观众参与度。  

Lucyna Koba added: “The 2025 data indicates a clear pivot from broad audience reach towards deeper, more concentrated engagement within Polish households. While the reach saw a slight contraction, those who watched became more dedicated consumers, spending more time with content overall. 

“Broadly, this suggests that the Polish market is maturing. For distributors and advertisers alike, success is increasingly defined not just by how many people they reach, but by how effectively they can retain that audience’s attention. The fact that linear TV viewing time remained stable despite a drop in reach further underscores that traditional television continues to hold a highly loyal and consistent core audience.”

关于尼尔森

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, 在 Facebook 上 和 Instagram).

分销商 2024/2025

Polsat: Eleven Sports1, Eleven Sports2, Disco Polo Music, Eska Rock TV, Eska TV Extra, Eska TV, Fokus TV, Nowa TV, Polo TV, Polsat, Polsat Café, 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, Polsat Box Go, Polsat Go, Polsatnews.pl, Interia.pl

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, Max, Player, TVN24.pl

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

谷歌: 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

网飞: Netflix

Byte Dance: 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, CANAL+(online)

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