po polsku
source: Deloitte, TMT Predictions 2018The TMT Predictions 2018 report by Deloitte experts forecasts that by the end of 2018, half of adults in developed countries will have at least two online media subscriptions, increasing to four by 2020. The cost of these subscriptions, primarily covering television, movies, music, news, and press, will average below $10 per month in 2018. The global subscriber count is projected to reach 350 million people, with 580 million subscriptions, most of which will be VoD (375 million).
Up to 20% of adults in developed countries will subscribe to, or have access to, at least five paid online media subscriptions, and by 2020, this figure could rise to ten.
- "The subscription model has been long known in traditional media, such as print magazine subscriptions. Now, we are witnessing its growing popularity online due to several factors," says Jakub Wróbel, Senior Manager in Deloitte`s Consulting Department. - "The primary drivers are increasingly attractive content available on multiple devices and a growing customer base willing to pay for it."
This trend is also supported by technological advancements and faster internet connections. In Poland, recent years have seen the growth of video services like Netflix, Player.pl, and ShowMax, which also invest in local productions. The trend of "binge-watching," where entire seasons of shows are available at once, allows viewers to spend hours watching on TVs, computers, or phones without interruption.
According to Deloitte’s research, this trend is especially prevalent among millennials, where:
- 90% admit to binge-watching,
- and 38% do so regularly (data from U.S. viewers).
- "As this trend continues, content providers and advertisers will look for ways to leverage it to better reach customers. At the same time, we can expect an increase in content suitable for binge-watching," comments Jakub Wróbel.
The End of Advertising in Media? A Bold Prediction
According to the authors of the "TMT Predictions 2018" report, as media reach increases, revenue per reader, viewer, ad impression, or click is decreasing. Deloitte experts emphasize that, in this situation, some publishers see attempts to generate revenue from online advertising as a waste of time. Consequently, content creators may focus on increasing subscription revenues and creating more varied, audience-specific subscription packages.
This shift is supported by research on ad-blocking trends. Deloitte experts estimate that, by 2018, 10% of adults in North America will engage in at least four simultaneous ad-blocking actions on computers and mobile devices, reflecting a condition known as “ad-phobia.”
Data from 2017 published by Page Fair reveals that:
- Ad-blocking software is installed on 615 million devices worldwide
- 11% of global internet users block ads
- Global ad-block usage increased by 30% in one year
In Poland, ad-block usage reached 33% among internet users in 2017, placing Polish users among the highest in the world for ad-block adoption.
COMMERCIAL BREAK
New articles in section Media industry
Disinformation ranks above terrorism as global threat
KFi
According to "International Opinion on Global Threats" by Pew Research Center, a median of 72% of adults across 25 countries view the spread of false information online as a major threat to their country. That number places disinformation at the very top of perceived global dangers.
Television 2025. Report by the European Broadcasting Union
Krzysztof Fiedorek
Europeans are watching less and less television. In 2024, the average viewing time was 3 hours and 13 minutes per day. Only 54% of young people had any contact with TV, and public broadcasters held a 23% share. Television is losing relevance, especially among the youngest viewers.
Mobile games in Poland. Market value and forecasts
Newseria, KFi
In 2030, the number of mobile game users in Poland may exceed 7.1 million, and market revenue will approach 470 million dollars, according to Statista data. As the number of gamers increases, the market for mobile gaming devices is also expanding.
See articles on a similar topic:
The Deadliest Year for Journalism. 124 Fatalities in 2024
Krzysztof Fiedorek
The year 2024 was the deadliest for media professionals since the Committee to Protect Journalists began tracking these statistics. The tragic figures, published in CPJs latest special report, reached record highs in most monitored categories.
Radio, Streaming, and Podcasts. Total Audio 2024 Report about Poland
Krzysztof Fiedorek
Audio content is a daily companion for Poles. According to the Total Audio 2024 study conducted by Adres:Media on behalf of the Radio Research Committee, as many as 90% of respondents listen to audio content at least once a week, and 80% do so daily. The average listening time is nearly five hours per day.
Deepfake Blurs Truth and Falsehood. Human Perception Research
KFi
Studies indicate that only 60% of deepfake images can be correctly identified by humans. As AI begins to dominate content production, the problem of differentiation fatigue grows – users lose confidence in assessing the authenticity of information and fall into cynicism.
Automation of Disinformation. Global Risks Report 2025 and Media
Krzysztof Fiedorek
Disinformation and information manipulation have ranked first among global threats in both the two-year and ten-year perspectives. A particularly concerning factor is that social media algorithms often favor controversial or shocking content, further fueling disinformation.
