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
Most influential women in polish marketing and business
Arkadiusz Zbróg, IMM
Joanna Malinowska-Parzydło, Dagmara Pakulska, Natalia Hatalska, Anna Ledwoń-Blacha, Monika Smulewicz, and Dominika Bucholc. This is the top of the list of the most influential women in marketing and business, developed by the Widoczni agency in cooperation with the Institute for Media Monitoring (IMM).
Vulnerable to disinformation. Study of fake news in social media
KFi, azk/ bst/ amac/
As many as 58 percent of Generation Z individuals are unable to recognize fake news in social media. Among those over 65, this figure stands at 29 percent - according to a study published in Poland by NASK and the Praktycy.eu association.
Radio in Poland 2025. Analysis of listenership and listener behavior
Krzysztof Fiedorek
Radio attracts 17.3 million listeners in Poland every day, who spend over four hours with their receivers. Interestingly, as much as 86 percent of station time is listened to via traditional FM waves. Despite digitalization, the internet accounts for only 12.5 percent of the listenership share.
See articles on a similar topic:
Social Media and Relationships. Interesting Research from Palestine
KFi
What does love look like in the digital age? Does technology bring people closer or push them apart? In an era where Facebook and Instagram replace dinner table conversations, social media has become a new space for marital relationships. Researchers from An-Najah National University examined how technology can build bonds but also sow uncertainty.
Children and communication with machines. Experiment by SWPS researchers
SWPS
How do primary school students treat humanoid robots? Researchers from SWPS University have shown that in most cases, children relate to robots politely, and younger children and girls more often perceive them as possessing human characteristics.
Safari Surpasses Opera. A New Shift in the Browser Market in Poland
Krzysztof Fiedorek
In the summer of 2024, a historic event occurred in Poland's browser market. In July and August, Safari surpassed Opera on all devices for the first time. Data from the StatCounter report indicates that Apple's browser maintains a steady market share while Opera is gradually but noticeably losing ground.
Streaming Services. Rapid Growth of Subscribers in Poland
RINF
Compared to 2020, 20% more Poles declared having a subscription to video streaming services in 2021, according to the *Digital Consumer Trends 2021* report published by Deloitte.
