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The highest share of the income of individual categories Video In 2024, he had linear television (70.3 percent). Advertising investments in this media, as well as advertising places, increased by 5.9 per cent by 2024. Year of the year.
The TV advertising market is low in the fourth quarter, This was a quarter of the year, which had a significant impact on growth dynamics throughout 2024. According to the Publis Group, television proves that television plays an important role in this media and media block advertisers, which is a sign of the dynamics and resistance of television’s advertising revenue.
Online video has grown in a quarter
In the online video section of 2024, the dynamics of revenue growth are more than 24.8 percent. Total Streaming (Video On Demand: PVOT, AVOT and SVO) increased last year’s revenue. 16.8 percent, First, thanks to the highest mechanism in the fourth quarter, VOD streaming revenue increased by nearly 32 percent.
The growth of fast channels and promotional-lit subscription offers, the appearance of a new Max site on the market and the fertile autumn offer of streaming services contributed. As part of other short forms of stream, the increase exceeds 25.4 percent, and the Publis Group analysts are distinguished on the video section of the video section in the social networks and video section. The increase in advertising investments in the video on social media was 28.6 percent. As for the video on the websites, the estimated growth was 14.2 percent.
Throughout 2024 Visitors aged 16-59 to watch TV 3 hours 27 minutes, up to 7 minutes than a year ago, In this 33 minutes for the content beyond television (Nielsen, ATV, all 1659, included in the audience outside the house).
According to the Publis Group, the first 10 (TVN, Bolsat, TVP 1, TVP2, TVN7, TV 4, TV Bulls, DTV, TVN 24, Bulls 2) responded last year. Participating in the audience in 16-59 years of age less than 43.8 percent (less than 1.4 points of Prok Y/Y). In the case of TTV, TVN24 and Puls2 channels, the largest increase in stocks was recorded.
YouTube is in front of the linear channels
The Publis Group analysis includes the behavior of the visitors measured in the Nielsen Digital study, in which you can compare streaming results with TV channels (in this study does not leave home visitors, while it measures visitors on four screens at home). The study shows that in 2024, the time to watch the video of all viewers aged 16-59 is about 3 hours and 47 minutes, which is 3.5 minutes per year. Visitors saw streaming (all the screens tested: TV, smartphone, tablet, PC) 1 hour 2 minutes – 2 minutes longer than 2023.
Nielsen Digital Study shows it The video channel was in 2024 rather than traditional TV channels based on the shares of the audience. Youtube – 8.0 percent. Bolsat with a share of (0.5 pb) and 5.6 per cent.
Based on the research by our Yota Research and WDROVA Agency, the VOD market in Poland is classified by various applications and user preferences. 14 percent Poles do not use streaming services, 25 percent is limited to a site, Netflix is a leader in payment options and the YouTube’s favorite free platform. The results relating to the use of VOD services depend on financial factors and interesting content. Increasing or degeneration of prices can lead to the resignation of users from subscription, while an attractive financial offer or an interesting skill attracts new customers-Ivona Jagiwich-Meder, Chief Investment Officer Publis Group Polka.
He notes that ads are an important irritating factor for 61 percent. However, 47 percent of users prefer free access with advertising paid without advertising, which suggests that the cost of consumer results in this category is a major factor.
– The challenge facing the research agent is a combination of data on linear TV viewers and streaming audience, for example, in the Publis Group Vioso tool, using the entire environmental system, ie TV and online video. With the changes in this market, as we do in the Publis Group Report, the video can be treated as a whole at the level of net investment estimate, but also at the level of assessment or such activities, Range-Aats Ivona Jagiwicks-Meder.
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