po polsku
illustration: Bing/CopilotEvery day in Poland, an average of 5 billion short videos are watched, and users of social media platforms spend an average of 43 minutes a day viewing them. In 2023, 61% of internet users in Poland watched short social videos, marking a 15% increase compared to 2022. The percentage of creators recording such formats stands at 23%, reflecting a 10% year-on-year increase.
The most popular formats of short videos are humorous, educational, and musical. More and more individuals are also using short videos to promote their products and services.
Where to Watch, Where to Publish?
The most popular platforms for watching and creating short videos are YouTube Shorts, TikTok, and Instagram Reels. These videos are typically shot in a vertical format and last up to 60 seconds.
- YouTube Shorts is the most popular platform for watching short videos in Poland, with a 52% market share.
- TikTok ranks second with a 38% market share.
- Instagram Reels is in third place with a 10% market share.
Who Watches the Most?
The audience for short videos mainly consists of young people aged 18-34. They are typically active on social media and eagerly use platforms such as YouTube, TikTok, and Instagram.
- 73% of short video viewers are aged 18-34.
- 62% of short video viewers are women.
- Short video viewers are generally active on social media and use a variety of platforms.
Marketing Perspectives
It is no surprise that this gaining popularity format is increasingly being used by the advertising and marketing industry. Reaching a wide audience, building brand awareness, increasing customer engagement, and generating leads and sales are benefits that cannot be overlooked.
- 80% of marketers plan to use short videos in their marketing campaigns in 2024.
- 72% of marketers believe that short videos are an effective way to reach new audiences.
- 65% of marketers find that short videos are an effective way to increase customer engagement.
The full IAB Poland report titled "Short Social Videos - IAB Poland 052024" can be found at
https://www.iab.org.pl/wp-content/uploads/2024/05/Short_Social_Video_IAB_Polska_052024.pdf
COMMERCIAL BREAK
New articles in section Marketing and PR
PR in Poland. Ranking of the largest public relations agencies 2025
KFi
The smallest teams often generate the most publications, and agencies outside Warsaw are increasingly capturing media attention. This unexpected distribution of power is one of the key findings from the 2025 PR Agency Ranking in Poland, developed by Widoczni and IMM.
Connected TV and borderless advertising. The ID5 report
KFi
Viewers are moving away from cable TV. And they are doing it en masse. Already 86% of Europeans watch content via Connected TV and global ad spend in this segment is set to double by 2028. The industry is undergoing a communication revolution.
AI will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
See articles on a similar topic:
LabOOOratorium. Education, Business and Win-Win-Win Cooperation
fundacja OOO
How to combine diversifying activities in kindergartens and schools with setting innovative trends in education and social engagement of businesses? The educational foundation Ogólnopolski Operator Oświaty and the company Musicon show how to do it right.
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.
Costs of link building are way overestimated. A major analysis by Adsy
Krzysztof Fiedorek
A guest post for $45? Or maybe $4595? Price differences reach up to 100x, and the market is full of absurdity: sellers demand fortunes, buyers pay a fraction. The beauty industry costs less than literature, and Ireland beats the US hands down. Analysts at Adsy have taken a deep dive into the SEO trade.
Do Ads on TV Annoy You? Think Again, It’s Quite the Opposite!
Bartłomiej Dwornik
Advertisements don’t irritate viewers; instead, they increase the appeal of television programs, according to research published in the Polish edition of Harvard Business Review. Viewers are actually willing to pay more for shows they watched with ad breaks.
