Polish streaming market reaches maturity as torrent use rebounds
June 5, 2026 09.00 Europe/London By Julian Clover


Poland’s streaming market is showing signs of maturity, with subscription growth slowing and piracy making an unexpected comeback, according to the latest VideoTrack by WPP Media study.

The research found that 70% of Polish internet users now pay for video content, including films, series and documentaries. However, the average subscriber continues to hold 2.2 streaming subscriptions, unchanged from a year ago, suggesting the rapid expansion phase of the market has come to an end.

WPP Media said several factors are contributing to the slowdown, including rising subscription prices, lower investment in content by global streamers and the continued strength of Poland’s pay-TV sector.

Operators are playing an increasingly important role in streaming distribution. Almost four in ten streaming customers now buy subscriptions through a pay-TV or telecom provider, up from 35% a year ago. The trend is particularly pronounced for HBO Max, Canal+ and Filmbox+, while Prime Video, Player and CDA Premium continue to rely more heavily on direct customer relationships.

The study found that operator partnerships have become critical for subscriber retention. One in five customers who subscribe through an operator said they would cancel their service if that option was no longer available.

At the same time, researchers identified a significant resurgence in torrent usage. The proportion of internet users downloading films and television programmes via torrents increased from 9% to 13% over the past year, growing from around two million users to three million.

The increase has been strongest among viewers under the age of 34. Subscription fatigue appears to be a major factor, with a third of torrent users saying they already pay for too many streaming services to justify subscribing to additional platforms.

Importantly, torrent users are not necessarily abandoning legal services. The research found the proportion paying for streaming subscriptions is broadly identical among torrent users and the wider online population.

Netflix remains Poland’s leading streaming platform, although its advantage over competitors has narrowed. HBO Max, Prime Video and Canal+ all recorded moderate gains, with Canal+ benefiting from its sports rights portfolio. Disney+ continues to lose ground across several audience metrics.

With subscriber growth slowing, streamers are increasingly looking to advertising for additional revenue. Netflix’s planned introduction of ad-supported subscriptions in Poland next year appears well-timed, with 40% of Netflix subscribers saying they would consider a lower-cost advertising tier if advertising was limited to no more than four minutes per hour.

The findings suggest Poland is entering a new phase of streaming development, where retaining subscribers and generating additional revenue may prove more important than acquiring new customers.