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Content is King?: OTT SVoD services help drive demand for IPTV and satellite TV services in Poland

Strategic Highlights
Published: 2020-04-30

The Polish TV market sustained its uptrend in 2019, as overall subscriptions on IPTV and satellite TV services continued to grow at the expense of cable TV services as per InfoCom's Quarterly Television Monitoring service on Eastern European region. In particular, the increase was mainly driven by the operators' active promotions of refreshed TV offers that often include access to several contents or multi-platform OTT SVoD services. For instance, Orange Poland has implemented a new IPTV/OTT platform and introduced a new 4K set-top box to customers using Orange Love packages. The new service is capable of delivering more than 230 channels in SD, HD and UHD standards. Meanwhile, Platforma Canal+ (formerly nc+) introduced a promotion for its Canal+ package wherein customers accessing the +Month promotion were given a discount of PLN 20 until the end of 2019. Aside from this, the company launched a joint offer with Netflix wherein those who subscribed to their offers gain free access to the said service for 12 months. The said offers helped Orange and Platforma Canal+ to register higher subscription bases, with the former registering 5.4% growth YoY (to 994 000 total pay-TV subscriptions) while the latter with 23.1% (2.7m satellite TV subscribers) as of end-2019.

Poland tallied more than 16.2m total TV households in 2019 (+3% YoY), representing around 16% of the total TV households in Eastern Europe. InfoCom expects higher TV usage in Poland in the upcoming periods, as the COVID-19 outbreak forced a majority of people to stay at and work from home.

TV households - number of television households either paying (subscription-based) or non-paying. Households may be watching television through more than one type of TV platform; hence, double counting of the total TV households should be taken into consideration.

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Published: 2020-04-30

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