
The survey of Polish consumers reveals that 66% of respondents pay for subscriptions to video streaming platforms. This 20% increase indicates a growing market, with further development expected as three major global streaming platforms plan to launch in Poland in 2022. For comparison, 76% of respondents in the UK already have subscriptions.
According to the *Digital Consumer Trends 2021* report by Deloitte:
- The highest growth in paid streaming users occurred in the 55-65 age group, up 39% in a year.
- The 25-34 age group saw the second-largest growth, at 26%.
- Considering the maturity of the Polish market for paid video content and the still limited number of key global players, we can expect significant changes in the coming years, says Sławomir Lubak, partner and leader of the telecommunications, media, and technology sector at Deloitte. - One of the biggest challenges for service providers will be ensuring excellent customer experience and leveraging innovative technological solutions in this context.
One in Ten Users Cancels Subscriptions
Deloitte`s research on the highly competitive U.S. market highlights the importance of retaining customers and understanding trends in subscription cancellations. Over the past two years, the churn rate in the U.S. was over three times higher than in Poland (37% vs. 11%).
Poles also take longer to cancel their subscriptions:
- 45% cancel two to three months after first considering the option.
- In the U.S., 43% cancel on the same day they decide.
- In the UK, this figure is 23%.
Experts at Deloitte point out that the ease of cancellation has become a significant factor in speeding up this process. A single click in an app eliminates the opportunity for call centers to persuade hesitant customers to stay. In Poland, the longer decision-making process allows companies to emphasize the value of their services by effectively communicating their full offerings rather than relying solely on flagship productions.
The survey also reveals that most users who cancel video streaming subscriptions express an intention to return. Therefore, maintaining communication with former subscribers through legal and technical means is crucial.
- It`s essential to note that customer consent for data processing is required for marketing communication, even after the termination or expiration of a contract, says Karolina Smolarek, Senior Associate at Deloitte Legal, Deloitte. - This means that personal data of former customers can only be processed for marketing purposes if explicit consent is obtained.
The second part of the *Digital Consumer Trends 2021* report is available at:
https://www2.deloitte.com/pl/pl/pages/technology-media-and-telecommunications/articles/Digital-Consumer-Trends-2021-part-2.html
COMMERCIAL BREAK
New articles in section Media industry
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.
Paid journalistic content. Market trends and forecasts by Reuters Institute
Krzysztof Fiedorek
Only 18 percent of internet users pay for online news access, and the rate has not increased for the third year in a row. Norway sets records with 42%, while Greece does not exceed 7%. Globally, nearly one in three subscribers cancels after a year.
See articles on a similar topic:
Decline in Trust in Media. Analysis of the Reuters Digital News Report 2024
Krzysztof Fiedorek
The “Digital News Report 2024” by the Reuters Institute for the Study of Journalism highlights alarming trends concerning the declining interest in news and decreasing trust in media. These changes are not temporary but have become a long-term trend.
Zero-click search 2025. The even bigger end of clicking in search engines
Bartłomiej Dwornik
Google is giving up its role as a web signpost. More and more, it wants to be the destination of the whole journey. ChatGPT and Perplexity are hot on its heels, changing the rules of the search game. AI Overviews is a card from the same deck. Only content creators are losing ground in this race.
Fake News and Disinformation in Poland. Scale, Impact and Future
Bartłomiej Dwornik
Where do the sources of disinformation lie, and how large is the scale of this wave? Why are we so susceptible to false information, and what role do traditional media play in this puzzle? Let’s shed some light on these issues and face the question: can the battle against the flood of disinformation still be won?
New Individual Mass Media (Mass Self Communication)
Grzegorz D. Stunża
In the latest issue of "Le Monde Diplomatique," there’s an article by Manuel Castells titled "Individual Mass Media." The author points out that media, once subjective and often party-affiliated (as with newspapers), only briefly moved away from one-sidedness when under various pressures.