Polish streaming share falls as autumn TV schedules return
October 23, 2026 12.01 Europe/London By Julian Clover


Streaming’s share of television viewing in Poland fell to 10.4% in September, as autumn schedules helped traditional channels regain audiences, according to Nielsen’s The Gauge.

The decline followed a record 11% streaming share in August. YouTube remained the largest individually reported streaming service, although its share of total TV screen viewing dropped from 2.8% to 2.3%. Netflix fell from 1.9% to 1.5%.

Average daily television viewing increased by seven minutes month-on-month to three hours and 38 minutes, matching September 2025. Nielsen attributed the increase primarily to traditional television, with cable recording the strongest growth in share.

Popular programmes included TVP2 drama M jak Miłość and TVN’s news programme Fakty. Sports coverage also contributed, with volleyball on Polsat and football on TVP1 among the highlights.

The results underline the continuing influence of linear schedules on Polish viewing habits, following streaming’s stronger performance during the summer.

Nielsen’s findings measure share of viewing time on television screens, rather than app launches or subscriber numbers. They therefore provide a different measure from Samsung’s recently published Polish smart TV figures, which placed Netflix ahead of YouTube by reported “views”.

The Gauge Poland draws on a panel of 3,500 households comprising almost 9,700 people, with the published figures covering viewers aged four and above.

Its traditional television categories include live viewing and time-shifted viewing within seven days. Live television channels watched through OTT platforms are counted within streaming.