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
Who trusts articles written by artificial intelligence? Results of a study from China
Krzysztof Fiedorek
Young readers trust machines more than human writers. When they consume news, they prefer the cool objectivity of algorithms over human emotions. They believe that articles created by AI are objective. As they interact with these texts more frequently, they rarely notice any harmful biases in them.
Who really controls the news on the internet? A study from Spain
Krzysztof Fiedorek
Analysis of more than thirteen thousand articles reveals behind-the-scenes mechanisms of spanish digital media. Left-wing portals are responsible for 50.33 percent of texts on lobbying. The energy lobby generates 63.41 percent of publications. Only one daily newspaper evaluates pressure groups positively.
Children and artificial intelligence. The generation of a global experiment is growing
Joanna Sokołowska, UNICEF Polska
A UNICEF analysis based on new data from 10 countries shows that at least 20 million children have already used artificial intelligence (AI). Many of them are ahead of adults, adopting these technologies at a pace more than three times faster.
See articles on a similar topic:
Print Advertising in Poland. Analysis by Polskie Badania Czytelnictwa
BARD
Analysts at Polskie Badania Czytelnictwa (Polish Readership Surveys) have compiled statistical data highlighting the reach, engagement, and opinions regarding print advertising campaigns. These insights are valuable for marketers aiming to plan and optimize advertising budgets.
Radio Listenership in Poland 2024: Demographics, Trends, and Statistics
Krzysztof Fiedorek
Why do millions of Poles still choose radio? What drives RMF FM's dominance and Eska's surprising results? The latest "Audio Track" report from the National Media Institute reveals listenership data, demographics, and evolving trends. How does the digital revolution affect traditional stations?
We Trust AI-Generated Fake News More Than Human-Created News
KrzysztoF
Generating and spreading misinformation with AI can negatively affect various areas of life, including global healthcare. To examine how AI-created text impacts the comprehension of information, researchers from the University of Zurich analyzed tweets generated by GPT-3.
Who Reads the Press? Studies on Credibility, Reach, and Effectiveness
Sylwia Markowska
Press for advertising clients is an effective medium for building brand trust, fame, and popularity. According to global studies, it is one of the media with the highest return on advertising. Data collected by Polskie Badania Czytelnictwa (Polish Readership Research) indicates that the press also has exceptionally high ad visibility rates, as reading requires full concentration on content.
