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.
COMMERCIAL BREAK
New articles in section Media industry
Tags, hashtags and links in video descriptions. Youtube SEO after Gemini AI update [ANALYSIS]
BARD
Once, positioning a video on Youtube was simple. It was enough to stuff the description with keywords and wait for results. Those days are not coming back. In 2026, the algorithm is no longer a simple search engine that connects dots. It is the powerful Gemini AI artificial intelligence that understands your video better than you do.
Freelancers 2025 in media and advertising. Useme report
Krzysztof Fiedorek
The modern media and communication market presents entirely new challenges for independent creators. Traditional services are giving way to more complex forms of messaging. The most popular industries in which Polish freelancers operate focus on companies' online presence and visual content.
Video content in Poland. What and how we watch
Paweł Sobczak
Video content is watched remotely, but streaming services are mainly enjoyed in the comfort of home. This is how the consumption of audiovisual content by Poles in 2025 can be summarized. This is the result of an analysis of a study conducted by SW Research and data from the company MEGOGO.
See articles on a similar topic:
Media Subscriptions to Replace Advertising. TMT Predictions 2018
BARD
Some publishers already consider attempts to generate revenue from online advertising a waste of time. According to the "TMT Predictions 2018" report by Deloitte, by the end of 2018, half of all adults in developed countries will have at least two online media subscriptions.
YouTube vs. Television. The 50+ Generation Shifts to Computers
Krzysztof Fiedorek
For years, so-called "silvers" were primarily associated with traditional media like television. However, research by IQS for SilverTV and Lifetube shows that this view is outdated. The report’s findings clearly demonstrate that YouTube is becoming the new “television.”
Advertising market 2025. Poland, Europe and the World
Marcin Grządka
The global advertising market is growing by 8.8% in 2025 and will reach a value of 1.14 trillion dollars. The industry result in Europe records slightly lower dynamics, at the level of 5.8%. In this comparison, Poland performs clearly above the average. We will record an increase of 8.9% this year and a value of 18.56 billion PLN - estimates WPP Media in the annual report "This Year Next Year".
Algorithmic personalization study. Who and how understands digital media
KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.
