po polsku
illustration: GeminiIn addition to the aforementioned: price (54.2%) and content subject matter (54%), respondents indicated the following factors deciding the choice of service: availability/convenience - 38.7%, production quality - 38.6%, popularity / recommendations / content recommended by friends - 25.2%, exclusivity - 22.6%, content type (live, online TV) - 19.6%, and duration - 19.3%. In the second-to-last place with 18.1% was the platform brand. The least important factor for users was interactivity, indicated by 7.3% of respondents.
- The results may suggest that Polish users make pragmatic choices, guided by price, content relevance, and convenience, rather than an emotional attachment to a single brand. When choosing watched content, users focus primarily on tangible benefits and daily utility - comments Artur Pacuła, CEO of MEGOGO Poland.
Streaming 80%, online TV - already half
- In addition to the surprisingly low ranking of platform brands in one of the questions, we also asked users about using video streaming as such. It turns out that 80.4% of respondents use streaming and paid services, of which 52.1% do so regularly, and 28.3% sometimes - informs Artur Pacuła from MEGOGO.
The joint study also reports that 19.6% of respondents do not use streaming or premium services, but 8.8% are considering using such options. Meanwhile, 10.8% of those surveyed definitively admit they are not interested in such solutions.
- As an online TV provider, we are particularly pleased with the response to the question regarding payment for internet or streaming TV. Already more than every second respondent declares they have paid for this type of solution at some point. 42.8% of respondents have not done so. Meanwhile, 4.7% did not know about such a possibility - explains Artur Pacuła from MEGOGO.
Interpreting these results, it can be concluded that awareness among Poles is growing regarding the possibility of watching television not only in the traditional way but also via the internet.
About the SW Research study:
The "Viewing Audiovisual Content" study was conducted from August 29 to September 8, 2025, by the SW RESEARCH agency using the online interview method (CAWI) on the SW Panel internet panel, commissioned by MEGOGO on the occasion of a planned partnership with YouTube Premium. It aimed to examine users` habits in terms of watching video content. As part of the study, 1,060 surveys were conducted with Poles aged 18-65. The research questionnaire was prepared by MEGOGO.
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