Katarzyna Petru
Winter encourages sitting in front of the screen, and the numbers confirm this. In January 2026, Poles watched video content for an average of 4 hours and 19 minutes a day, which is 12 minutes longer than in December. Despite the growing popularity of VOD platforms, traditional television still maintains a clear advantage.
Television wins. Polsat leads the month
According to data published by SAT Kurier, in January 2026 the highest viewership was recorded by Polsat, surpassing the competition. TVP2 and TVN also performed well. Among the most watched programmes, established hits dominated: “M jak Miłość” (TVP2), “Fakty” (TVN), and “Na dobre i na złe” (TVP2). Classic formats continue to attract millions of viewers. In total, 81.8% of viewership on televisions was attributed to traditional sources of signal:
cable (37.6%), satellite (22.9%) and terrestrial (21.3%).
Streaming is growing, but it is still a niche
The streaming segment reached 10.5% share of viewing on television screens in January. This is still significantly less than linear television, but the trend is upward. Interestingly, Netflix and YouTube have matched shares – both at 2.3%. Other platforms, such as HBO Max and Megogo, generated a combined 5.9%. This shows that Poles are increasingly turning to on-demand content, although not yet at the expense of traditional television.
The winter schedule and strong programme brands have maintained the advantage of traditional television. At the same time, the increase in streaming shares suggests that changes in viewing habits are progressing, albeit slowly. At this moment, streaming will long not surpass television in Poland, at least when it comes to watching content on TV screens.
Source: SAT Courier
