po polsku
illustration: Bing AIThe commercial stations continue to dominate the Polish radio market. RMF FM, enjoying consistently high popularity, recorded a daily reach of 17.6%, meaning over 5.6 million Poles tune in daily. Radio ZET ranked second with a reach of 10.6% (3.4 million listeners), followed by Eska at 5.5% (1.75 million listeners).
Interestingly, RMF FM maintains its lead across all age groups, establishing itself as the absolute market leader. Among younger audiences (15–29 years), Eska holds a strong position, thanks to its music format appealing to youth.
Listenership Figures:
- RMF FM – 17.6%, 5,609,817 listeners
- Radio ZET – 10.6%, 3,397,017 listeners
- Eska – 5.5%, 1,751,895 listeners
- Jedynka Polskiego Radia – 2.1%, 670,000 listeners
- Radio Maryja – 1.3%, 415,000 listeners
Listener Demographics: Who Tunes In?
The study shows radio listenership varies by age, gender, and location. Men prefer RMF FM (19.8%) more often than women (15.5%), likely due to its informational and musical programming. Eska attracts younger listeners, with 10.6% of 15–29-year-olds regularly tuning in.
Among listeners aged 65+, Jedynka Polskiego Radia (8.6%) and Radio Maryja (4.5%) enjoy the most interest. Older audiences appreciate these stations` traditional approach and focus on educational and religious content.
Daily Reach of Stations by Age Group:
| Radio Station | 15–29 years | 30–49 years | 65+ years |
|---|---|---|---|
| RMF FM | 15.4% | 20.5% | 11.4% |
| Radio ZET | 7.2% | 11.7% | 8.7% |
| Eska | 10.6% | 7.2% | 1.1% |
| Jedynka PR | 0.8% | 1.9% | 8.6% |
| Radio Maryja | 0.0% | 1.2% | 4.5% |
| TOK FM | 2.4% | 4.7% | 1.8% |
| Radio WAWA | 4.1% | 2.6% | 0.5% |
| Chillizet | 3.8% | 2.1% | 0.3% |
| Polskie Radio 24 | 1.2% | 1.6% | 3.2% |
Average Listening Time
Radio remains a key companion medium, with an average listening time of 120–150 minutes daily. RMF FM also leads here, with 145 minutes per day. Older audiences stay loyal to Radio Maryja, which achieves an impressive 146 minutes. Eska has seen a drop to 112 minutes, likely reflecting changing habits among youth, who increasingly opt for music streaming services.
Listening Time Data:
- RMF FM – 145 minutes
- Radio Maryja – 146 minutes
- Radio ZET – 138 minutes
- Eska – 112 minutes
Digitization and Emerging Trends
The evolving landscape of Polish radio media reflects the rising popularity of digital platforms. Music streaming, podcasts, and radio apps attract more users, particularly younger audiences. 67% of respondents aged 15–29 use mobile apps to listen to radio, marking a 12-percentage point increase from 2023.
A digital success story is TOK FM, which has expanded its podcast offerings, achieving a 15% growth in subscription revenues within a year. By contrast, Polskie Radio struggles with technological limitations, hindering its digital transformation potential.
| Medium | Growth in 2024 | Popularity among 15–29 years |
|---|---|---|
| Mobile Apps | +12 p.p. | 67% |
| Podcasts | +15% | 54% |
| Radio Streaming | +8% | 48% |
Rising competition from streaming platforms like Spotify and YouTube pushes radio stations to explore new formats and engagement strategies. RMF FM invests in live interactive broadcasts, enabling listeners to participate via mobile apps. Eska experiments with hybrid formats combining radio and social media, aiming to attract younger audiences.
Smaller stations like Radio Maryja focus on maintaining loyal listeners by targeting niche content. However, a lack of technological investment may limit their ability to compete in the long term.
The "Audio Track" report from the National Media Institute, January–October 2024 is available for download here:
https://kim.gov.pl/wp-content/uploads/2024/11/2024_11_15_Wyniki-KIM_Audio-Track_rynek-ogolnopolski.pdf
COMMERCIAL BREAK
New articles in section Media industry
Social media, journalism and advertising. Trust in sponsored content study
Krzysztof Fiedorek
Is sponsored content destroying credibility on social media? Research results are ruthless. We trust regular editorial posts in 87.5 percent of cases. When a bank pays for material, the rate drops to 20 percent. Young recipients equate commerce with falsehood.
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.
See articles on a similar topic:
Yellow Press. What is Yellow Journalism?
Krzysztof Fiedorek
The terms "yellow press" and "yellow journalism" are often used pejoratively to describe journalistic practices focused on sensationalism, gossip, and emotions rather than objective facts. Let’s explore their origins, distinctive features, and impact on society.
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.
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.
"No One Should Know the Truth" [DOCUMENTARY FILM]
BARD
According to the Belarusian Association of Journalists, around 554 journalist detentions occurred in Belarus between August 2020 and July 2023. Criminal charges were brought against 73 media workers, and 33 of them remain in prison to this day.
