Internet and Media in Poland - December report
You can check the November 2022 report here.
Read about Internet and media in Ukraine in November 2022 here.
Media landscape
In the analyzed period 1 - 18 December 2022, 32 738 256 Real Users used the media in Poland. Reach was equal 95,6% and the Average Time Spent (ATS)* was 6d 16h.
*ATS - Average Time Spent; average duration of exposure to the media of the person in its audience
Source: Mediapanel, Media overview, December 1 - 18, 2022, Media Type: ALL, Target Group: ALL
Websites
During December 1- 18, 2022, google.com (25,9 million Real Users and 78,8% Reach), facebook.com (20,4 million RU and Reach = 62,1%) and youtube.com (almost 20,2 million RU and Reach = 61,6%) were on the podium of the most visited websites. In analyzed period Poles were also eager to shop online. The allegro.pl online shopping platform was on the 6th place among the 15 most popular websites with more than 15,1 RU and Reach equal 46,1%. On 10th place -mediaexpert.pl - the website and online store of the electronics was browsed by more than 11.9 million of Real Users. Poles also willingly visited ceneo.pl, the online shops and prices comparision site (12th place in the ranking) and shopping platform olx.pl (13th place). The popularity of websites related to online shopping and price comparison can be seen in the upcoming Christmas and New Year period, during which Poles meet with their families, give presents and celebrate together. In first three weeks of December 2022 traditionally information websites were also very popular among Polish internet users (wp.pl, onet.pl, interia.pl, gazeta.pl, se.pl, o2.pl). Poles as usually also willingly used wikiperdia.org - a virtual encyclopedia.
Source: Mediapanel, Websites, December 1 - 18, 2022, Media Type: Internet, Target Group: ALL
Applications
In analyzed period Google App (23,4 million Real Users and 71,2% Reach), Youtube App (21,6 million Real Users and 65,9% Reach) and Facebook App (21,4 million Real Users and 65,15% Reach) were on the podium of the most used applications. Poles also eagerly used other social media and communicators - Messenger, WhatsApp Messenger, Instagram and TikTok. The list of the most popular applications also includes those related to online shopping - OLX.pl, Allegro and Biedronka.
Source: Mediapanel, Applications, December 1 - 18, 2022, Media Type: Internet, Target Group: ALL
TV stations
December in Poland was definitely marked by sports events related to the finals in the World Cup in Qatar. In this event the popularity of the TVP 1 channel (RU = 28,4 mln, Reach = 86,5%, ATS over 12 h) can be found, because the viewers could watch all football sports broadcasts on this TV channel. Other stations on the podium of the most popular TV stations in Poland in first three weeks of December were TVN (RU = 25,5 mln, Reach = 77,7%, ATS almost 7 h) and Polsat (RU = 24,9 mln, Reach = 75,9%, ATS over 7 h).
Source: Mediapanel, TV Stations, December 1 - 18, 2022, Media Type: TV, Target Group: ALL
Radio stations
In first three weeks of December 2022 the podium remain unchanged, comparing to the previous month's results. RMF FM (Real Users = 28,9 million; Reach = 87,9%), Radio ZET (Real Users = 21 million; Reach = 64,1%) and Radio ESKA (Real Users = 17,6 mln; Reach = 53,7%) were on the podium of the most listened radio stations in Poland. The longest ATS (Average Time Spent) was recorded by RMF FM, Radio ZET and Jedynka.
Source: Mediapanel, Radio Stations, December 1 - 18, 2022, Media Type: Radio, Target Group: ALL
About Mediapanel Research
Mediapanel is the first cross-media study in Poland based on a single source. The study combines site-centric measurement (measurement scripts at the site and application level) and user-centric measurement (panelists' behavior). In the production of data, we use proprietary, internationally recognized methodologies and algorithms. The Mediapanel study provides a complete and reliable picture of the Polish online market. It offers the possibility of analyzing and comparing the viewership of websites, applications and streaming materials on various types of devices, optimization of advertising budgets, comparison of traffic on desktops and laptops at home (PC-home) and at work (PC-work), as well as determining the position of the entity and its competition.
You can read more about the Mediapanel here.
For countries other than Poland, click here and read more about gemiusAudience Research.
