The latest study, which shows which streaming services in Poland are the most popular, shows that the largest number of users in Poland use Netflix. In addition to the reach of a given platform, the study also tells us about other surprising behaviors of customers of VOD services.
The data collected in November and December 2022 shows that Netflix has the largest reach among VOD subscribers (74%). The following places were taken by: HBO Max (24%), Player (21%), Disney+ (20%), Amazon Prime Video (11%), Canal+ online (10%), Polsat Box Go (7%). ), CDA Premium (7%), Viaplay (5%), TVP VOD (5%), Apple TV+ (2%) and Filmbox+ (1%).
Netflix beats all other streaming services
The study also shows how many other streaming services are used by the client of a given platform. At the end of last year, Netflix users bought an average of only 2.2 subscriptions. The following places in this respect were occupied by: Player (2.9), CDA Premium (3.1), HBO Max, Disney+, Polsat Box Go (all 3.2), Canal+ online (3.3), Viaplay, TVP VOD (3.4 each), Amazon Prime Video (3.7), Apple TV+ (3.9) and Filmbox+ (4.8).
The conclusion is as follows: the less popular the service, the more subscriptions remain among its customers. Joanna Nowakowska from the Wavemaker agency, which conducted the study, said in an interview with , that in this situation the “law of natural monopoly” is visible. It says that brands with a higher share acquire more occasional customers due to high recognition.
It can be seen that if someone is to bet on only one website, he chooses the largest, most reliable, most popular one. It is Netflix, like other big brands from various market segments (from soda to banks), that attracts the most occasional customers of the category or the so-called. light buyers, i.e. few buyers, and often less versed in the category, said Joanna Nowakowska
Research on Wavemaker’s streaming services wave maker
The popularity of Netflix may also be indicated by the fact that it is the first global streaming service that started operating in Poland in 2016. It is true that earlier you could use the HBO GO service, but until 2018 you could only use it if you had an HBO package with pay TV operators.
Other big players, such as Disney+ or SkyShowtime, have only recently entered the Polish market, and other services are far behind competing platforms in terms of popularity. As predicted by Joanna Nowakowska: “Smaller services are chosen by customers for whom they are second or third choice brands. This can be seen on the example of Apple TV+ or Filmbox+. As the situation on the still very lively streaming market stabilizes, this relationship will probably be even more pronounced.” .
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Source: Gazeta
Bruce is a talented author and journalist with a passion for entertainment . He currently works as a writer at the 247 News Agency, where he has established himself as a respected voice in the industry.
