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 per day, which is 12 minutes longer than in December. Despite the growing popularity of VOD platforms, traditional television continues to maintain a distinct advantage.
Television Wins. Polsat is the Leader of the Month
According to data published by SAT Kurier, in January 2026 Polsat recorded the highest viewership, surpassing the competition. TVP2 and TVN also ranked highly. Among the most-watched programs, tried-and-true 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 went to traditional signal sources:
cable (37.6%), satellite (22.9%), and terrestrial (21.3%).
Streaming is growing, but it’s still a niche
The streaming segment reached a 10.5% share of viewership on television screens in January. This is still significantly less than linear television, but the trend is upward. Interestingly, Netflix and YouTube matched in terms of share – both at 2.3%. Other platforms, such as HBO Max and Megogo, generated a total of 5.9%. This shows that Poles are increasingly turning to on-demand content, although not at the expense of traditional television.
The winter schedule and strong program brands have maintained the advantage of traditional television. At the same time, the increase in streaming shares suggests that the shift in habits is progressing, albeit slowly. For now, streaming will not surpass television in Poland for a long time, at least when we talk about watching content on TV screens.
Source: SAT Courier
