A WPP Media study reveals the Polish paid streaming market is stabilizing, with average SVOD subscriptions plateauing at 2.2 per user, while torrent usage has increased from 9% to 13% of internet users. This market maturity is driving platforms to increase operator partnerships, which now account for 39% of subscriptions, and explore ad-supported models, with 40% of Netflix customers expressing interest in such tiers.
The Polish market's SVOD stabilization, marked by plateauing subscriptions and increasing torrent use, suggests subscriber acquisition is harder. This maturity is pushing platforms to rely more on operator partnerships for distribution and to accelerate ad-supported tier introductions for new revenue, as exemplified by Netflix's plan for 2027. The rise in torrents, particularly among under-34 users, underscores subscriber fatigue and price sensitivity, reflecting a wider industry challenge. Watch for how ad-supported tier adoption rates in Poland compare to Western markets, especially regarding the 'four minutes per hour' ad load preference.
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