July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditional TV and streaming. Poles spent an average of 3 hours and 33 minutes a day in front of their TV sets – 3 minutes less than in June, but still 1 minute longer than in July 2025. Major sports excitement served as the primary draw for audiences, with the list of the month’s most-watched programs dominated by broadcasts of World Cup football matches on TVP1 and TVP Sport.
Despite the summer slowdown, streaming’s share of total viewership remained stable, holding at 10.7% for the third consecutive month. However, there were shifts among the streaming leaders: YouTube strengthened its top position with its share rising to 2.5% (up from 2.3% in June), while Netflix experienced a drop to 1.7% (down from 1.9% the previous month).
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.
