menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
Media Review image

8.08.2022 Media industry

Media in Poland 2022. How Poles Watch, Listen, Read, and Surf the Web

Krzysztof Fiedorek

Nearly two million Poles have access to a TV but do not watch television. For radio, the analogous group amounts to 8% of radio owners. Two-thirds of Poles reach for printed press, even occasionally, while the number of mobile internet users exceeds desktop users by nearly three million.

Poczytaj artykuł wydanie polskie w wydaniu polskim

Media in Poland 2022: How Poles Watch, Listen, Read, and Surfsource: National Media Institute, analysis: Reporterzy.info, declarative data for the three months preceding the survey

The 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)

MediaHisttory Podcast
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/

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Media industry

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.

How do we assess news credibility? Data analysis from 40 countries

Krzysztof Fiedorek
Are people defenseless against false information? Do they really fall for clickbait and fake news? A meta-analysis of 67 studies involving 200,000 people shows the problem is different than we thought. Instead of excessive gullibility, we are dealing with the opposite.

Greenwashing storms media in Poland. Business feel the impact too

BDw
A surge in media coverage reveals a new reality: ESG isn't just a corporate responsibility buzzword anymore - it's a battlefield. According to the Institute of Media Monitoring (IMM), Polish media mentioned "greenwashing" in 619 publications and "eco-hypocrisy" in another 545 in Q1 2025.


See articles on a similar topic:

E-commerce Forecasts in Poland. Trends for 2024 and Beyond

Krzysztof Fiedorek
In 2024, e-commerce in Poland is reaching new heights, with an increasing number of consumers regularly shopping online. The report "E-shopping Habits of Poles 2024," prepared by SAMOSEO analysts, analyzes current trends and forecasts the industry's near future.

Women in media 2025. Editorial power knows no equality

KFi
Only 27% of editors-in-chief in the media are women, even though they make up 40% of journalists. In 9 out of 12 countries studied by the Reuters Institute, women in media are less likely to get promoted. It seems that equality in newsrooms is lagging behind broader society. And the gaps go much further.

Influencers Earn Too Much. No Fluff Jobs Report

KrzysztoF
According to nearly 70% of Poles, influencers earn too much, and 54% feel the least affection for them out of all professions. Only politicians receive equally low regard among respondents surveyed by No Fluff Jobs. On the other hand, nurses and… farmers are considered underpaid.

Reading Industry Magazines in Poland 2024: PBC Report

Sylwia Markowska
76% of readers of industry magazines are responsible for purchasing decisions in their workplace. To deepen the understanding of the role of industry press and how it is read, PBC surveyed 2051 respondents from 5 different sectors, gaining the latest insights into the reading habits of this segment of the press in Poland.

More in the section: Media industry

community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.


Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Drones. For PRO. On discount





Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#59sec REPORT SHORTS
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25