Pay TV market in Poland 2017 Market analysis and development forecasts for 2017-2022

Pay TV market in Poland 2017

Market analysis and development forecasts for 2017-2022

This comprehensive report examines the Polish pay TV market. The analysis covers the sales of pay TV services for the B2C segment (households and individual customers). The report deals with the services provided by:

·        Digital platforms

·        Cable television networks

·        IPTV operators

·        Operators VOD.

 

The latest trends in the OTT services market are also discussed in detail. The report features the analysis of supply and demand on the market as well as the providers’ profiles and their market shares, with regard to the number of subscribers and the value of sales revenues, revenue per customer and the type of services. The prices and discount policies applied by operators are also analysed, as well as offers available in Poland, in terms of channels and multimedia content. Detailed forecasts of the market growth in the period 2017-2012 in terms of volume and value, with breakdowns according to technologies and market segments are also provided.

The 3-in-1 report includes two additional tools, namely the Executive Summary in the form of a PowerPoint presentation with charts/graphics - ready material for presenting data and conclusions during key strategic meetings at your company as well as the Database of report stats (an Excel file) containing the most important statistics from the report so that you can analyse/aggregate the data on your own – a tool that is particularly useful for Analysts.

 

What is the content of the report

 

  • Value of the pay TV services market and its segments in Poland in the period 2009-2016. The analysis and expert’s commentary on the key market trends.

  • Development forecasts regarding volume and value of the pay TV services market from 2017 to 2022, with breakdowns according to technologies applied

  • Analysis of the offers and portfolios of operators 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 volume 

  • 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 and OTT offers available on the Polish market

  • Status and prospects of development of DVB-T

  • Benchmarks and international comparisons allowing to set together the situation in Poland and global and regional trends.

 

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, analyst and research companies

  • Chambers of commerce, trade organizations

  • Universities, research institutes 

  • Domestic and foreign financial institutions (banks, brokerage houses, investment funds, insurers).

 

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

  • 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.

 

Why to buy the report? 

 

  • The only comprehensive publication on the market dedicated to pay TV services in Poland. It is a necessary compendium of knowledge and a useful tool for every market participant, OTT operator, broadcast network and content provider.

  • The most up-to-date, verified and methodologically consistent data on the pay TV market and its segments in Poland, which results from a long-term relations between PMR and the market participants, the regulator of the telecommunications market and trade organizations.

  • Structure of the market, breakdowns, historical data showing trends, as well as detailed forecasts of the market growth in the period 2017-2022.

  • Analysis of the price levels of services in different market segments.

  • Key Performance Indicators (KPI) of the major players from 2009 to 2016, including digital platforms (Cyfrowy Polsat, nc +), cable TV networks (UPC – Multimedia Polska, Vectra, Inea, Toya), telecom operators (Orange, Netia), together with the presentation of the most important events from the past 12 months. 

 

Market commentary by expert

"The pay TV segment, despite the high competition in the market, still gives operators the opportunity to make a profit. The margins are relatively high compared to other areas of the telecommunications market. One of the key trends in the telecommunications market has been recently the sale of bundled services. Pay TV, in addition to internet access services, is currently the most common telecommunications service sold in the packages. According to the research conducted by PMR, Pay TV services are the most important part of bundled services in Poland (next to the fixed-line internet access services). 


Pay TV services are crucial for the telecom operators when they want to maintain their position on the market of services dedicated to households. Despite the competition from OTT operators, internet services, as well as free terrestrial TV, pay TV services offered by digital platforms, cable TV networks and IPTV operators hold a strong position on the market. It is worth mentioning that Poles do not stop watching TV, in spite of demographic changes and the expansion of the internet. The predictions of some operators who forecast even 3-4 years ago that internet will compete with TV did not come true. The commercial services were also to be limited by the terrestrial TV. It is not the case, at least in the Polish market. The pay TV segment is developing rapidly, also in terms of the technology used - digital TV has already become a reality. At the same time, the content is becoming one of the key elements of competition between operators."

 

Paweł Olszynka, Head IT&Telecoms Analyst, PMR

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  • Methodology
  • Executive summary
  • Pay TV market
    • Market value and change
    • Number of subscribers and market structure
    • Key trends and events
    • Prices on the pay TV market
      • Digital satellite television
      • Digital cable television
      • IPTV
    • VOD services
    • Development of the terrestrial DVB-T television
    • Content and programming offer
    • Growth forecasts for the pay TV market in 2017-2022
      • Market growth forecasts in terms of volume and value
      • Factors impacting the market and the situation in its different segments
      • Megatrends, forecasts and international comparisons
  • Structure of the pay TV market
    • Digital platform market
      • Number of subscribers
      • Market value and change
      • Profiles of key players
    • Cable television networks
      • Number of subscribers
      • Value and change of the market
      • Analogue cable television
      • Digital cable television
      • Profiles of key players
    • IPTV market
      • Number of subscribers
      • Profiles of key players

Graphs

  • Value (PLN bn) and change (%) of the pay TV market in Poland, 2010-2016
  • Structure of the pay TV market in Poland, by revenue generated by different types of services (PLN m, %), 2016
  • Structure of the pay TV market in Poland, by revenue generated by different types of services (PLN m, %), 2015
  • Growth rate of the pay TV market in Poland, by its different segments (%), 2010-2016
  • Number of pay TV subscribers in Poland (million) and its change (%), 2010-2016
  • Structure of the pay TV market in Poland, by number of subscribers to different types of services (‘000, %), 2016
  • Structure of the pay TV market in Poland, by the number of subscribers to different types of services (‘000, %), 2015
  • Share of households using pay TV in Poland (%), 2017
  • Pay TV penetration in households in Poland (%), 2010-2016
  • Shares of households using only pay TV or only DVB-T terrestrial television in Poland (%), 2011-2016
  • Shares of customers having access to and using only DVB-T in Poland (%), Q2 2012-Q4 2016
  • Share of terrestrial television users contemplating the purchase of cable or satellite subscription in Poland (%), 2014, 2015, 2017
  • Share of pay TV customers who contemplate giving up on a TV service in Poland (%), 2014, 2015, 2017
  • Reported reasons for the contemplated move away from a pay TV offer in Poland (%), 2017
  • Reported reasons for the contemplated purchase of a pay TV service in Poland (%), 2017
  • Average daily time spent watching TV in Poland (minutes), 2011-2016
  • Average daily time spent watching TV by Polish internet users (%), 2016
  • Sales of TV sets (million devices) and change (%) in Poland, 2010-2016
  • Shares of households having TV sets and computers in Poland (%), 2010-2015
  • Watching of video and television content in the last month among internet users in Poland, be devices used (%), 2016
  • Devices most frequently used to watch video content in households in Poland (%), 2016
  • Types of video content watched by internet users in Poland, by devices used for that purpose (%), 2016
  • Preferred video content watched by internet users in Poland on different devices (%), 2016
  • Using other screens when watching TV in Poland (%), 2016
  • Reported activities performed by multiscreeners on the other device in Poland (%), 2015-2016
  • Share of households using VOD services in Poland (%), 2017
  • Frequency of using VOD services in Poland (%), 2017
  • Types of websites used by VOD users in Poland (%), 2017
  • Most popular models of paying for access to VOD content in Poland (%), 2015-2016
  • Number of SVOD subscribers in Poland (million), 2015-2021
  • Most popular websites offering video content generated by users (UGC) in Poland, by the number of real users (million), April 2015 and October 2016
  • Most popular video websites in Poland, as named by respondents (%), 2016
  • Business models of VOD websites legally operating in Poland (%), 2015-2016
  • Number of Netflix’s users (PCs) in Poland (‘000), 2016
  • Share of TV viewers in Poland who have heard about launch of new channels on MUX-8 (%), 2017
  • Share of DTTV users in Poland who have heard about launch of new channels on MUX-8 (%), 2017
  • Familiarity with new digital terrestrial TV stations offered on MUX-8 among all viewers and DTTV users in Poland (%), 2017
  • Preferences of Polish TV viewers as regards the programme content of TVP’s channels on MUX-8 (%), 2017
  • Most popular channel categories available only in pay TV offers in Poland, by average minute rating (AMR, %), 2016
  • Most popular thematic channel categories among cable TV subscribers in Poland, by average minute rating (AMR, %), Q1 2017
  • TV channels that subscribers to cable and satellite TV in Poland consider worth paying to the operator for (%), 2015 and 2017
  • Readiness to pay monthly for one selected channel among internet users in Poland (%), 2016
  • Readiness to pay monthly for one selected programme among internet users in Poland (%), 2016
  • Most popular pay TV channels that TV viewers would like to have access to on an a la carte basis in Poland (%), 2015-2016
  • Channels with an interesting programming offer difficult to find online, in the opinion of internet users in Poland (%), 2016
  • Channels with the most interesting online offer, in the opinion of internet users in Poland (%), 2016
  • Number of pay TV subscribers in Poland (million) and its change (%), 2016-2022
  • Structure of the pay TV market in Poland, by number of subscribers in different sectors (million), 2016-2022
  • Change in the number of subscribers in different sectors of the pay TV market in Poland (%), 2016-2022
  • Structure of the pay TV market by number of subscribers in the networks of cable operators in Poland, broken down into analogue and digital television (million), 2016-2022
  • Net change in the number of pay TV subscribers in cable networks in Poland, by technology (‘000), 2016-2022
  • Value (PLN bn) and change (%) of the pay TV market in Poland, 2016-2022
  • Structure of the pay TV market in Poland, by sector value (PLN m), 2016-2022
  • Growth rate in different segments of the pay TV market in Poland (%), 2016-2022
  • Value structure of the pay TV market in the networks of cable operators in Poland, broken down into analogue and digital television (PLN m), 2016-2022
  • Shares of households using TV services in EU Member States, by access technology (%), 2011, 2013, 2014, 2015
  • Number of households subscribing to pay TV services in Eastern Europe, by access technology (million), 2010, 2016, 2017, 2022
  • Daily TV viewing time among millennials in selected European countries (minutes), 2015-2016
  • Number of pay TV and SVOD users worldwide (million), 2010, 2016, 2021
  • Revenue generated by SVOD websites and pay TV operators worldwide ($ billion), 2010, 2016, 2021
  • Shares of households using SVOD in selected countries worldwide (%), Q3 2016
  • Shares of biggest players in the pay television market in Poland, by number of subscribers (million, %), 2016
  • Shares of biggest players in the pay television market in Poland, by number of subscribers (million, %), 2015
  • Number of subscribers (million) to satellite television platforms in Poland and its change (%), 2010-2016
  • Value (PLN bn) and change (%) of the satellite television platform market in Poland, 2010-2016
  • Number of pay television subscribers (million) in cable networks in Poland and its change (%), 2010-2016
  • Net change in the number of pay TV subscribers in cable networks in Poland, by technology (‘000), 2010-2016
  • Structure of the pay television market in Polish cable networks, by number of customers using different technologies (%), 2010-2016
  • Structure of the market of pay television in cable networks in Poland, by number of key players’ subscribers (‘000, %), 2016
  • Structure of the market of pay television in cable networks in Poland, by number of key players’ subscribers (‘000, %), 2015
  • Value (PLN bn) and change (%) of the market of pay television in cable networks in Poland, 2010-2016
  • Value structure of the pay television market in the networks of cable operators in Poland, broken down into analogue and digital television (%), 2010-2016
  • Number of analogue television subscribers (million) in cable networks in Poland and its change (%), 2010-2016
  • Structure of the market of analogue television in cable networks in Poland, by number of key players’ subscribers (‘000, %), 2016
  • Structure of the market of analogue television in cable networks in Poland, by number of key players’ subscribers (‘000, %), 2015
  • Value (PLN m) and change (%) of the market of analogue television in cable networks in Poland, 2010-2016
  • Number of digital television subscribers (million) in cable networks in Poland and its change (%), 2010-2016
  • Structure of the market of digital television in cable networks in Poland, by number of key players’ subscribers (‘000, %), 2016
  • Structure of the market of digital television in cable networks in Poland, by number of key players’ subscribers (‘000, %), 2015
  • Value (PLN m) and change (%) of the market of digital television in cable networks in Poland, 2010-2016
  • Number of IPTV users in Poland, by suppliers (‘000), 2010-2016

Tables

  • Overview of the pay TV market in Poland, 2013-2022
  • Customers using smart TVs in the last three months in Poland (%), 2016
  • SWOT analysis of the pay TV market in Poland
  • Comparison of subscription-based digital satellite TV offers from the biggest players on the Polish market, April 2017
  • Comparison of subscription-based digital cable TV offers from the biggest players on the Polish market, April 2017
  • Comparison of selected bundles with IPTV from key players on the Polish market, April 2017
  • Comparison of selected VOD and OTT offers available in Poland, March 2017
  • Ranking of VOD services in Poland, September 2015 and September 2016
  • Average time of accessing VOD services per user in Poland (minutes), September 2015 and September 2016
  • Coverage and programming offer of digital terrestrial TV multiplexes in Poland, April 2017
  • Programming offer of the eighth digital terrestrial TV multiplex (MUX-8) in Poland, April 2017
  • MUX-8 activation schedule, April 2017
  • Shares of different channel categories in the digital satellite TV offer from the CPS Group in Poland (%), broken down into different packages, April 2017
  • Shares of different channel categories in the digital satellite TV offer from nc+ in Poland (%), broken down into different packages, April 2017
  • Shares of different channel categories in the digital cable TV offer from UPC in Poland (%), broken down into different packages, April 2017
  • Shares of different channel categories in Orange’s IPTV offer in Poland (%), broken down into different packages, April 2017
  • Most popular channels available only in pay TV offers in Poland, by average minute rating (AMR), 2016
  • Most popular thematic channels available only in pay TV offers in Poland, by average minute rating (AMR), Q1 2017
  • Most popular thematic channels among cable TV subscribers in Poland, by average minute rating (AMR), Q1 2017
  • Most popular channels available in the digital terrestrial TV offer in Poland, by average minute rating (AMR), 2016
  • Factors impacting the value of the pay TV market in Poland, 2016-2022
  • Number of subscribers to pay TV services globally, by regions (million), 2010, 2016, 2022
  • Shares of households using TV services in selected EU Member States, by access technology (%), 2015
  • Number of subscribers to television services in Western Europe (million), by access technology, 2015, 2016, 2017 and 2022
  • Minimum and average prices of basic pay TV packages in the OECD countries ($), November 2016
  • Daily video viewing time on different devices in selected countries worldwide (minutes), 2017
  • Revenue generated by OTT services in Eastern Europe, by model ($ million), 2010, 2015, 2016, 2021
  • Revenue generated by OTT services in Western Europe ($ million), 2010, 2015, 2016, 2021
  • Biggest pay TV operators in Eastern Europe, by number of subscribers, 2015 and 2021
  • Number of subscribers to digital satellite platforms in Poland (‘000), by key suppliers, 2010-2016
  • Structure of the digital satellite platform market in Poland, by key players’ revenue (PLN m), 2010-2016
  • CPS Group: key operational and financial indicators in the pay TV segment, 2010-2016
  • nc+: key operational and financial indicators in the pay TV segment, 2010-2016
  • UPC Polska: key operational indicators in the pay TV segment, 2010-2016
  • Vectra: key operational indicators in the pay TV segment, 2010-2016
  • Multimedia Polska: key operational and financial indicators in the pay TV segment, 2010-2016
  • INEA: key operational indicators in the pay TV segment, 2010-2016
  • TOYA: key operational and financial indicators in the pay TV segment, 2010-2016
  • Comparison of selected IPTV suppliers’ offers for smaller players in Poland, April 2017
  • SGT: key operational indicators in the pay TV segment, 2010-2016
  • Orange Polska: key operational indicators in the pay TV segment, 2010-2016
  • Netia: key operational indicators in the pay TV segment, 2010-2016