Pay TV market in Poland 2016

Market analysis and development forecasts for 2016-2021

This comprehensive report examines the value and prospects for growth in the B2C segment of Poland’s pay TV services market. Households and individual customer sales of services provided through the following delivery platforms are included: 
  • Digital platforms
  • Cable television networks
  • IPTV operators
  • Operators VOD.
 
This report features expert analysis of:
  • Supply and demand on the market
  • Prices and discount policies applied by specific operators
  • Pay TV services offers available in Poland, in terms of channels and multimedia content
  • Top vendors and their market shares in terms of total subscribers and revenues.
 

What is the content of PMR’s report on pay TV market in Poland?

 
  • Value of the market for pay TV services in Poland
  • Development forecasts regarding volume and value of the pay TV services market from 2016-2021, with breakdowns according to technologies applied
  • Analysis of the offers and portfolios of operators currently active in the field of pay TV services that includes pricing information and average revenue per customer
  • Shares of individual market players in terms of value and quantity 
  • Number of subscribers to pay TV services in Poland – both total and separated by specific technology
  • Estimated number of services (RGU) of pay TV – both as a whole and broken down by individual operators
  • Popularity of pay TV services and saturation on this market in Poland
  • Overview of VOD offers available on the Polish market
  • Status and prospects of development of DVB-T
  • Analysis and expert explanation of key trends influencing the market.
 

What distinguishes this report?

 
  • This is the only comprehensive report dedicated to the pay television market in Poland available currently. It functions as a compendium of vital market knowledge and as a practical tool for research centred on the activities of each market player.
  • This report delivers the most current, verified and methodologically consistent data about the market for pay television services in Poland – the result of many years of direct relationships of PMR experts with top participants on this market. 
  • It provides exclusive data and analysis, including market structure, indices breakdown according to very specific criteria, historical data showing market trends, and detailed forecasts of market development for the years 2016-2021.
 

Did you know that… 

 
  • Pay TV, despite the high competition in the Polish market, still provides operators with an opportunity to achieve high profits due to higher profit margins than those experienced in other areas of the telecommunications market.
  • One of the key trends observed recently in Poland’s telecommunications market is the sale of services in bundles. Pay TV, in addition to Internet access, is the most common component of telecommunications services bundles sold in Poland.
  • Pay television services are now essential for telecom operators seeking to maintain and improve the positions of market service providers targeting the household sector.
  • Despite competition from OTT operators, websites and free terrestrial TV, the markets for pay television services offered by digital platforms, cable TV networks and IPTV operators are considered quite profitable.
  • Poles have not given up watching television, despite recent demographic changes and the rapid development of the Internet.
  • Television is growing rapidly in terms of technology – digital TV is used often by a huge number of viewers.
  • One of the key areas of competition among TV suppliers is content – particularly that of broadcasted television programs.
 

Who benefits from the analysis? 

 
Managers and specialists from marketing, sales and business development departments from the following entities:
  • Companies operating in the telecommunications market in Poland, and above all those who are engaged in the development or seeking to develop pay TV services operations
  • Telecommunication operators of various specialisations and business segments
  • Cable television networks
  • Local suppliers offering access to the Internet (ISP)
  • Providers of telecommunications equipment and network
  • Companies active in the energy sector
  • Consulting companies and research institutes 
  • Chambers of commerce, trade organizations, universities
  • Domestic and foreign financial institutions (banks, brokerage houses, investment funds, insurers).
 

Why to buy the report? 

 
The report will be useful during the implementation of projects, such as:
 
  • Building corporate strategy and planning the development of pay TV services
  • Conducting business in the telecommunications market in Poland, especially in the B2C market (services for home and individuals) 
  • Analysis of the content available in the domestic offer of television service providers in Poland
  • Assessment of the risks and other factors that may have a negative impact on the pay TV market in Poland during the coming years
  • Analysis of competition and the potential growth of the pay television market in Poland
  • Evaluating the subscriber base of various leading telecoms operators
  • Consideration of the alliances and connections between telecommunication services and other services offered to the mass market.

 

 

Report update

 
For an additional price, PMR also offers a package that include the report and one update of the report. The above-mentioned package is only available for purchase directly from PMR sales consultants at: sales@pmrcorporate.com / tel. +48 12 3405130.
 
The package is dedicated to clients who need market information refreshed more often than once a year. The report and the update is published within one year. The update provides the most current data and expert commentaries. The revised indices, statistics and information will be valuable for the purposes of budgeting, strategic planning and market monitoring.

Market commentary by expert

 
"Polish pay TV is a mature market. According to PMR's estimates, in 2015 – like the year before – more than 3/4 of households in Poland used this type of service. It should be noted, however, that the presented above level of penetration does not include subscribers using services outside the country and takes into account the effect of duplication of services operators in a part of the clients’ base, which in any case is less important now than before the merger of "n" platform with Cyfra+.
 
Dynamic changes in mobile technologies and access to Internet, which have taken place over the last few years, have not yet managed to significantly affect the use of television services in Poland. As a result, TV is still the most frequently used media in the entertainment segment. It should be noted, however, that the model of using the television services is constantly changing.
 
Due to the high saturation of the Polish pay TV market, bundling of telecommunications services that include pay TV services has become common practice. Another consequence of high saturation is the increased competition between operators in the area of offered content, as well as in devices through which the content is supplied. Customers increasingly expect access to movies or programs on all their devices: televisions, smartphones, tablets and computers. This affects, in turn, the connections between the telecommunications market and the pay TV market, and contributes to the growing popularity of integrated offers."
 
Paweł Olszynka, Head IT & Telecoms Analyst, PMR
 
We use PMR's services due to their analysts' extensive experience in market analysis, their high quality and level of engagement in the market research carried out for us. We consider PMR a competent and professional company and recommend them as a reliable partner in the area of economic information and market analysis. Senior Trade and Investment Adviser, British Embassy in Warsaw
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  • Methodology
  • Executive summary
  • Pay television market
    • Market value and growth
    • Number of subscribers and market structure
    • Key trends and events
    • Prices on the pay television market
      • Digital satellite TV
      • Digital cable television
      • IPTV
    • Content and programming offer
    • VOD services
    • Development of the terrestrial DVB-T television
    • Development forecasts for the pay television market
    • Supplement: Trends, forecasts and international comparisons
  • Structure of the pay TV market
    • Digital platform market
      • Number of subscribers
      • Market value and growth
      • Profiles of key players
    • Cable television networks
      • Number of subscribers
      • Market value
      • Analogue cable television
      • Digital cable television
      • Profiles of key players
    • IPTV market
      • Number of subscribers
      • Profiles of key players
  • Database of 350 pay TV providers in Poland

Graphs

  • Value (PLN bn) and change (%) of the pay television market in Poland, 2009-2015
  • Revenue structure of the pay television market in Poland, by different types of services (PLN m, %), 2015
  • Revenue structure of the pay television market in Poland, by different types of services (PLN m, %), 2014
  • Pay television market value change in Poland (%), by different segments, 2009-2015
  • Number of pay television subscribers (million) in Poland and change (%), 2009-2015
  • Structure of the pay television market in Poland, by the number of subscribers to different types of services ('000, %), 2015
  • Structure of the pay television market in Poland, by the number of subscribers to different types of services ('000, %), 2014
  • Pay television penetration in households in Poland (%), 2009-2015
  • Shares of households using pay TV or only DVB-T terrestrial TV in Poland (%), 2011-2015
  • Shares of consumers with access to and using only DVB-T in Poland (%), Q2 2012-Q4 2015
  • Supplementary services offered by pay TV operators in Poland of key importance from a potential customer's viewpoint (%), 2015
  • Average time per day spent watching TV in Poland (minutes), 2011-2015
  • Average time per day spent consuming the content offered by and using the internet, TV and press in Poland (minutes), by age groups, 2015
  • Shares of households having access to home internet as well as satellite and cable TV in Poland (%), 2009, 2011, 2013 and 2015
  • Shares of biggest players in the pay television market in Poland, by number of subscribers (million, %), 2015
  • Shares of biggest players in the pay television market in Poland, by number of subscribers (million, %), 2014
  • Sales (million devices) and change (%) for television sets in Poland, 2009-2015
  • Shares of households having TV sets and computers in Poland (%), 2010-2014
  • Shares of households having LCD/plasma TV sets, laptop computers and desktop computers in Poland (%), 2009, 2011, 2013 and 2015
  • Reasons to use internet-enabled TV sets (Smart TV/Connected TV) in Poland (%), January 2013 and January 2015
  • Most popular channel categories available only in pay TV offers in Poland, by average minute rating (AMR, %), 2015
  • Most popular thematic channel categories among cable TV subscribers in Poland, by average minute rating (AMR, %), Q1 2016
  • TV channels so important for users of cable and satellite TV services in Poland that they are ready to continue paying for their offer (%), 2015
  • Interest of TV viewers in purchasing single channels offered by pay TV operators in Poland (%), 2015
  • Interest of TV viewers in purchasing single channels offered by different pay TV operators in Poland (%), 2015
  • Pay TV channels that TV viewers would like to have access to on an a la carte basis in Poland (%), 2015
  • Most interesting channels offered by digital terrestrial TV, in the opinion of its viewers in Poland (%), 2015
  • Most popular models of paying for access to VOD content in Poland (%), 2015
  • Use of paid VOD content in Poland (%), January 2013, August 2013, March 2014 and January 2016
  • Selected most popular services offered online in Poland (%), September 2013 and February 2016
  • Opinions of internet users regarding the practice of watching videos from legal sources in Poland (%), 2015
  • Most popular internet services offering video content generated by users (UGC) in Poland, by number of real users (million), April 2014 and April 2015
  • Content categories most commonly watched by VOD users in Poland (%), 2015
  • Types of content offered by VOD services in Poland (%), July 2015
  • Shares of different types of Polish content available in the catalogues of selected VOD services in Poland (%), July 2015
  • Shares of content produced in Europe in the offers of biggest VOD suppliers in Poland (%), July 2015
  • Preferences of Polish digital terrestrial TV viewers as regards the programme content on the new MUX-8 multiplex (%), 2014-2015
  • Channels that Polish viewers would preferably add to the existing offer of digital terrestrial TV (%), 2015
  • Channels that Polish viewers would preferably add to the existing offer of digital terrestrial TV (%), by channel categories, 2015
  • Number of pay television subscribers (million) in Poland and change (%), 2015-2021
  • Structure of the pay TV market in Poland, by number of subscribers in different sectors (million), 2015-2021
  • Change in the number of subscribers in different sectors of the pay TV market in Poland (%), 2015-2021
  • Net changes in the number of pay television subscribers in cable networks in Poland ('000), by technology, 2015-2021
  • Value (PLN bn) and change (%) of the pay television market in Poland, 2015-2021
  • Structure of the pay television market in Poland, by sector value (PLN m), 2015-2021
  • Growth rate in different segments of the pay TV market in Poland (%), 2015-2021
  • Share of respondents stating that they plan to cease using classic pay TV services and to migrate to online solutions, by regions of the world (%), 2015
  • Number of subscribers (million) and penetration (%) of pay TV in Western Europe, 2010, 2015 and 2021
  • Number of subscribers (million) to satellite television platforms in Poland and change (%), 2009-2015
  • Value (PLN bn) and change (%) of the satellite television platform market in Poland, 2009-2015
  • Number of pay television subscribers (million) in cable networks in Poland and change (%), 2009-2015
  • Net changes in the number of pay television subscribers in cable networks in Poland ('000), by technology, 2009-2015
  • Structure of the pay television market in Polish cable networks, by number of customers using different technologies (%), 2009-2015
  • Structure of the market of pay television in cable networks in Poland, by number of subscribers of key players ('000, %), 2015
  • Structure of the market of pay television in cable networks in Poland, by number of subscribers of key players ('000, %), 2014
  • Value (PLN bn) and change (%) of the market of pay television in cable networks in Poland, 2009-2015
  • Value structure of the pay television market in the networks of cable operators in Poland, broken down into analogue and digital television (%), 2009-2015
  • Number of analogue television subscribers (million) in cable networks in Poland and change (%), 2009-2015
  • Structure of the market of analogue television in cable networks in Poland, by number of subscribers of key players ('000, %), 2015
  • Structure of the market of analogue television in cable networks in Poland, by number of subscribers of key players ('000, %), 2014
  • Value (PLN m) and change (%) of the market of analogue television in cable networks in Poland, 2009-2015
  • Number of digital television subscribers (million) in cable networks in Poland and change (%), 2009-2015
  • Structure of the market of digital television in cable networks in Poland, by number of subscribers of key players ('000, %), 2015
  • Structure of the market of digital television in cable networks in Poland, by number of subscribers of key players ('000, %), 2014
  • Value (PLN m) and change (%) of the market of digital television in cable networks in Poland, 2009-2015
  • Number of IPTV users in Poland, by suppliers ('000), 2009-2015

Tables

  • Number of households (million) with access to pay TV services and penetration of those services in Poland (%), by size of location, 2015
  • Reported reasons why customers consider ceasing to use pay TV in Poland (%), 2014-2015
  • Average time spent daily watching TV among internet users and customers not using internet in Poland (%), 2009, 2011, 2013 and 2015
  • Comparison of digital satellite TV subscription offers from key players on the Polish market, May 2016
  • Comparison of digital cable television subscription offers among key players on the Polish market, May 2016
  • Comparison of IPTV offers from key players on the Polish market, May 2016
  • Shares of different channel categories in the digital satellite TV offer from the CPS Group in Poland (%), broken down into different packages, May 2016
  • Shares of different channel categories in the digital satellite TV offer from nc+ in Poland (%), broken down into different packages, May 2016
  • Shares of different channel categories in the digital cable TV offer from UPC in Poland (%), broken down into different packages, May 2016
  • Shares of different channel categories in Orange's IPTV offer in Poland (%), broken down into different packages, May 2016
  • Most popular channels available only in pay TV offers in Poland, by average minute rating (AMR), 2015
  • Most popular thematic channels available only in pay TV offers in Poland, by average minute rating (AMR), Q1 2016
  • Most popular thematic channels among cable TV subscribers in Poland, by average minute rating (AMR), Q1 2016
  • Most popular channels among customers watching only digital terrestrial TV in Poland, by average minute rating (AMR), Q4 2015
  • Most popular channels available in digital terrestrial TV offer in Poland, by average minute rating (AMR), 2015
  • Comparison of selected VOD offers available in Poland, May 2016
  • Ranking of VOD services in Poland, September 2014 and September 2015
  • Average time of accessing VOD services per user in Poland (minutes), September 2014 and September 2015
  • Coverage and programming offer of digital terrestrial TV multiplexes in Poland, April 2016
  • Planned programming offer of the eighth digital terrestrial TV multiplex (MUX-8) in Poland, April 2016
  • Number of subscribers (million) to TV services in the world, by access technology, 2010-2015
  • Number of households with access to different TV platforms in Europe (million), 2008-2015
  • Estimated shares (%) of different technologies of accessing TV services in selected European countries, 2015
  • Number of subscribers (million) to TV services in Western Europe, by access technology, 2010, 2015-2016 and 2021
  • Estimated number of cable TV operators and degree of market concentration in 25 European countries, 2014
  • Number of subscribers to digital satellite platforms in Poland ('000), by key suppliers, 2009-2015
  • Structure of the digital satellite platform market in Poland, by revenue of key players (PLN m), 2009-2015
  • CPS Group: key operational and financial indicators in the pay TV segment, 2009-2015
  • nc+: key operational and financial indicators in the pay TV segment, 2009-2015
  • UPC Polska: key operational indicators in the pay TV segment, 2009-2015
  • Vectra: key operational indicators in the pay TV segment, 2009-2015
  • Multimedia Polska: key operational and financial indicators in the pay TV segment, 2009-2015
  • INEA: key operational indicators in the pay TV segment, 2009-2015
  • Comparison of selected offers of IPTV vendors for smaller players in Poland, May 2016
  • SGT: key operational indicators in the pay television segment, 2009-2015
  • Orange Polska: key operational indicators in the pay TV segment, 2009-2015
  • Netia: key operational indicators in the pay TV segment, 2009-2015