July, much like June, is a month marked by summer weather and vacations, which has reflected in a further decline in viewer activity in front of TV screens. The latest data shows that Poles spend time watching video on the Silver Screen for an average of 3 hours and 32 minutes per day, a 5-minute (2%) drop compared to June. Nevertheless, this result is 4 minutes higher than in the same period last year (3 hours and 28 minutes).
Despite the overall decline in viewership, July brought a historic moment for streaming – its share of total viewership on TV screens exceeded 10% for the first time, reaching 10.1%. This 0.4pp increase over June resulted from a longer time spent watching online content. This also means that the drop in overall time spent in front of the TV set was primarily due to a decrease in traditional television viewership.
Among streaming platforms, YouTube maintained its leading position with a share at the same level as the previous month, 2.4%, while Netflix reached 1.8%, an increase of 0.1pp compared to June 2025.
About The Gauge™
The Gauge™ was created to provide the media industry with a monthly analysis of television usage across key television delivery platforms. Nielsen published its first edition of The Gauge™ in the U.S. in May 2021.
About The Gauge™ Methodology
The data comes from Nielsen’s single-source panel consisting of 3,500 households and almost 9,700 panelists. The Gauge™: Poland is based on monthly AMR (Average Minute Rating) audience share data. The data is presented for people over 4 years old, broken down into cable, satellite, terrestrial television (both linear and shifted in time up to 7 days), and viewership from streaming (live streaming viewership of TV stations on OTT platforms is classified as streaming viewership). The “Other” category includes views of unrecognized content.
Nielsen Poland created this iteration of The Gauge™ using methodologies comparisons.
