po polsku
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)
Do you trust AI-created news? You might have NO CHOICE 👇
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
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:
Mass Media in Poland
Agnieszka Osińska
Into the decade of years 90. Poland entered with media national, subjected to the political control. Starting from the half of 1989 our media market underwent transformations, biggest probably from the time of the World War II.
The Future of Journalism and Media. Predictions by Reuters Institute
KFi
74% of publishers fear a decline in search traffic. Paid subscribers are no longer growing as they used to, and relationships with tech giants are becoming increasingly complex. The report "Journalism, Media, and Technology Trends and Predictions 2025" forecasts what lies ahead for the media world in 2025.
Radio Fanatics. Who Listens for One-Third of the Day?
Bartłomiej Dwornik
One in five listeners now spends over 8 hours daily listening to the radio, according to data from the Radio Track study. Since the beginning of the year, the number of these avid listeners has grown by 300,000.
User Generated Content. A minefield for journalists and media
Krzysztof Fiedorek
Over 40% of internet users judge information credibility by likes and views. Only 20% use traditional news channels as a main and first source. A Reuters Institute report highlights the scale and risks of User Generated Content and offers advice on how media can avoid falling into its trap.
