source: National Media Institute, analysis: Reporterzy.info, declarative data for the three months preceding the surveyThe National Media Institute’s Establishment Survey provides insight into how and how often Poles use traditional and electronic media. Surveyors examined what devices people have at home and what they can access at work or school. The results are as follows:
- Access to TV: 92.0%
- Access to radio: 80.3%
- Access to a computer/tablet: 66.0%
- Access to a mobile phone/smartphone: 88.5%
However, access to a media device does not necessarily mean it is used regularly.
Television
In the 30 days preceding the survey, 90.2% of respondents reported watching television. This translates to 33.1 million Poles, but it’s only 96% of those with access to a TV. Conclusion: two million Poles could watch linear TV but choose not to.
In a longer, three-month period, 92.1% of respondents confirmed watching TV, equating to nearly 33.8 million people. Among age groups, those aged 65+ are the most frequent TV viewers.
- TV viewership by age group
- 4-9 years: 91.5%
- 10-15 years: 95.2%
- 16-24 years: 88.1%
- 25-34 years: 87.0%
- 35-44 years: 90.4%
- 45-54 years: 93.0%
- 55-64 years: 95.2%
- 65+ years: 95.9%
Radio
Radio listening was reported by 75.2% of respondents, meaning that 27.6 million people listened to the radio at least once in the past month. Among radio owners, nearly 8% did not turn on their device even once during the month before the survey.
In a three-month period, the number of radio listeners increases significantly, reaching 80.4% of the population, or 29.5 million people - 1.9 million more than in the one-month period. Radio is least popular among teenagers and most popular among those aged 35-44.
- Radio listenership by age group
- 4-9 years: 71.7%
- 10-15 years: 65.7%
- 16-24 years: 78.5%
- 25-34 years: 83.5%
- 35-44 years: 85.9%
- 45-54 years: 84.4%
- 55-64 years: 82.4%
- 65+ years: 77.9%
Internet
At least 76.8% of respondents use the internet occasionally. In a monthly timeframe, internet users slightly outnumber radio listeners at 28.2 million. According to the National Media Institute, the devices used to access the internet include:
- 26.4 million mobile phone owners (93.9% of internet users)
- 23.6 million computer and tablet owners (83.8% of internet users)
- 15.8 million Smart TV owners (56.2% of internet users)

Over three months, the number of internet users grows by just 300,000, indicating that those who use the internet tend to do so regularly. Among those aged 10 to 50, almost everyone surfs the web. However, over a three-month period, internet usage slightly trails radio usage.
- Internet usage by age group
- 4-9 years: 77.6%
- 10-15 years: 98.6%
- 16-24 years: 99.1%
- 25-34 years: 99.1%
- 35-44 years: 96.5%
- 45-54 years: 89.0%
- 55-64 years: 68.3%
- 65+ years: 28.7%
Print Media
Reaching for newspapers or magazines at least once a quarter is reported by 65.7% of respondents, equating to 24 million readers. Nearly half of this group also reads online editions. Over 11.3 million people, or 31% of the population, read e-publications. The older the age group, the higher the popularity of print media, with readership reaching up to three-quarters among the oldest Poles.
- Print readership by age group
- 4-9 years: 24.6%
- 10-15 years: 45.3%
- 16-24 years: 65.0%
- 25-34 years: 64.9%
- 35-44 years: 69.4%
- 45-54 years: 73.7%
- 55-64 years: 75.3%
- 65+ years: 72.8%
* * *
The National Media Institute’s Establishment Survey was conducted between July 2021 and March 2022 on a representative sample of 17,143 people aged 4 and older. Full results are available at https://kim.gov.pl/wyniki-badan/
COMMERCIAL BREAK
New articles in section Media industry
How to silence fake news? Young Latinos support internet censorship
Krzysztof Fiedorek
In Brazil, a court shut down platform X, cutting off 40 million users. In Colombia, 70% of citizens want information control, and in Chile, 75% of young people support censoring fake news. Is information security replacing freedom of speech as a new trend? [STUDY]
Communication gap. Is anyone listening to Polish women?
Krzysztof Fiedorek
Brands claim they understand women. Media say they speak their language. Meanwhile the report "Polki 2025" shows that most messages still miss the mark. Women do not want empty slogans. They expect a dialogue that truly relates to them.
Most medical influencer posts on TikTok are FALSE
KFi
Researchers from East Carolina University Health Medical Center analysed 120 TikTok videos tagged with hashtags such as #naturalparenting, #antivaccine, and #holistichealth. The results of their study leave no doubt.
See articles on a similar topic:
Clickbait Uncovered. How Online Headlines Evolved Over 25 Years
Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.
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.
Cyberviolence and hate disguised as a joke. The RAYUELA report on youth
Krzysztof Fiedorek
The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.
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.




























