波蘭新聞消費(fèi)行業(yè)市場(chǎng)前景及投資研究報(bào)告

INDUSTRIES&MARKETSNewsconsumptioninPolandTableofContents101Overview04RevenueofthenewspapersandmagazinesmarketinPoland2021-202705RevenueoftheprintmediamarketinPoland2021-202706PressfreedomindexinPoland2021-202407MostactivepressmediarelatingtothewarinUkraineinPoland2022-202302TVnews09MostinfluentialtelevisionstationsinPoland202310ViewabilityofTVnewschannelsinPoland2023-202411ViewabilityofTVnewsprogramsinPoland2021-202412LeadingnewsTVprogramsinPoland2020-2024,byviewership13MostpopularTVchannelsinPoland2021-2023,bySHR14TVPInfoaudienceshareinPoland2024,byage15TVPInfoaudienceshareinPoland2024,byeducation03Printedpressandradionews17MostinfluentialpresstitlesinPoland202318MostinfluentialradiostationsinPoland202319NumberofperiodicalspublishedinPoland2016-202220NumberofnewspaperspublishedinPoland2022,bypublicationfrequency21LeadingdailynewspapersinPoland2023,bysales22LeadingradiostationsinPoland2021-2023,bylistenership23WeeklyradioreachbyaudienceageinPoland202304Onlinenews25MostinfluentialinternetwebsitesinPoland2020-202326InternetusersreadingnewsonlineinthePoland2013-202227MostdownloadedfreenewsmobileappsinPoland202328TopgrossingnewsmobileappsinPoland202329LeadinginformationandpublicitywebsitesinPoland2023,byusers30LeadingonlineplatformsofdailynewspapersinPoland2023,byusers31LeadingnewsandpoliticschannelsonYouTubeinPoland2024,byaverageview32LeadingnewsandpoliticschannelsonYouTubeinPoland2024,bysubscribers05Fakenews34ShareofpeoplewhohaveencounteredfakenewsinPoland202435SourcesoffakenewsinPoland202436PopularityofselectedfakenewsinPoland202437ElementsrevealingdeepfakeinPoland202438Levelofknowledgeoffact-checkingorganizationsinPoland202439FactorscausinginsecurityontheinternetinPoland202406ConsumerbehaviorTableofContents241Consumerspendingonnewspapers,booksandstationeryinPoland2010-202242AssessmentofradiostationsinPoland202343AssessmentofTVstationsinPoland202344TopdislikedterrestrialTVchannelsinPoland202345ShareofpeoplewhoverifythecredibilityofnewsinPoland202446Mainplacestoverifythecredibilityofnews2024OverviewCHAPTER01Description:In2022,themagazinesmarketinPolandwasworthnearly1.2billionzloty.By2027,thesector'srevenuewillreach1.1billionzloty.Themarketisforecasttodeclineby1.5percentbetween2022and2027.ReadmoreNote(s):Poland;2021to2027;*ForecastReadmoreSource(s):PwC4NewspapersandmagazinesmarketrevenueinPolandfrom2021to2027(inbillionzloty)RevenueofthenewspapersandmagazinesmarketinPoland2021-2027Description:In2022,thepressmarketinPolandwasworthofnearly3.6billionzloty.By2027,thesector'srevenuewillreach3.5billionzloty.Themarketisforecasttodeclineby0.4percentbetween2022and2027.ReadmoreNote(s):Poland;2021to2027;Includingbooks,newspapers,andmagazines;*ForecastReadmoreSource(s):PwC5PrintmediamarketrevenueinPolandfrom2021to2027(inbillionzloty)RevenueoftheprintmediamarketinPoland2021-2027Description:Accordingtotheglobalranking,thegreatertheindexscore,thebetterthesituationregardingpressfreedominagivencountry.In2024,thefreedomofthepressindexinPolandwas69.17points,1.51pointsmorecomparedtothepreviousyear.ReadmoreNote(s):Poland;2021to2024Source(s):ReportersWithoutBorders6PressfreedomindexinPolandfrom2021to2024PressfreedomindexinPoland2021-2024Description:Duringtheperiodunderreview,thepresswiththehighestnumberofpublicationsonthewarinUkrainewastheRzeczpospolitanewspaper.FollowedbyGazetaPolskaCodziennieandGazetaWyborcza.ReadmoreNote(s):Poland;February24,2022toFebruary19,2023Source(s):PRESS-SERVICEMonitoringMediówNumberofpublicationsinthousands7MostactivepressmediarelatingtothewarinUkraineinPolandfrom2022to2023(in1,000s)MostactivepressmediarelatingtothewarinUkraineinPoland2022-2023TVnewsCHAPTER02Description:IntheIMMrankingofPoland’smostfrequentlyquotedtelevisionstationsin2023,firstplacewastakenbyTVN24(over33thousandcross-mediareferences),followedbyPolsatNewsandTVPInfo.ReadmoreNote(s):Poland;2020to2023;563,478*;Mediamessages;*Samplefortheyear2022.Theresearchwasdoneonthebasisofmonitoringmaterialsfromthepress,radio,televisionandInternetportalswheremedianameswerementioned:-press[...]ReadmoreSource(s):InstytutMonitorowaniaMediówNumberofcross-mediareferenceswithinsampleinthousandsTelevisionstation9MostinfluentialtelevisionstationsinPolandfrom2020to2023,bynumberofcross-mediareferences(in1,000s)MostinfluentialtelevisionstationsinPoland2023Description:InApril2024,24-hournewschannelTVN24wastheleaderamongnewsandinformationTVchannelsinPoland,witha6.05percentviewabilityrate.Thiswasanincreasecomparedtothepreviousyear.ThenextleadingchannelswereTVRepublikaandPolsatNews.ReadmoreNote(s):Poland;April2023toApril2024;4yearsandolderSource(s):WirtualneMediaViewabilityrate(SHR)10ViewabilityrateofleadingtelevisionnewsandinformationchannelsinPolandfromApril2023toApril2024ViewabilityofTVnewschannelsinPoland2023-2024Description:FaktywasthemostviewablenewstelevisionprograminPolandin2024,witha21.09percentviewabilityrate.Secondwas"Teleexpress",whoseviewabilitydecreasedintheobservedperiod.ReadmoreNote(s):Poland;2021to2024;4yearsandolderSource(s):WirtualneMediaViewabilityrate(SHR)Programandchannel11ViewabilityofleadingtelevisionnewsprogramsinPolandfrom2021to2024ViewabilityofTVnewsprogramsinPoland2021-2024Description:FaktywastheleadingnewsTVprograminPolandin2024,withanaverageof2.29millionviewers.ReadmoreNote(s):Poland;2020to2024;4yearsandolder;*AMR=AverageMinuteRating.Theaverageoftheaudienceperminute.ReadmoreSource(s):NielsenAudienceMeasurement;WirtualneMedia12LeadingnewsandinformationtelevisionprogramsinPolandfrom2020to2024,byviewership(inmillionaverageviewers)LeadingnewsTVprogramsinPoland2020-2024,byviewershipDescription:TVP1wastheleadingTVchannelinPolandin2023,withanaudienceshareof7.68percent.SecondintherankingwasTVP2,withan7.3percentaudienceshare.ReadmoreNote(s):Poland;2021to2023;4andolder;*Share(SHR)%isthepercentofHouseholdsUsingTelevision(HUT)orPersonsUsingTelevision(PUT)whoaretunedtoaspecificprogram,station,ornetworkinaspecificareaataspecifictime.ReadmoreSource(s):Nielsen;WirtualneMediaSHR*tunedtoaspecificchannel13LeadingtelevisionchannelsinPolandfrom2021to2023,byaudienceshare(SHR)MostpopularTVchannelsinPoland2021-2023,bySHRDescription:Intheobservedperiodoftime,TVPInfo–aPolishfree-to-airtelevisionnewschannelrunbyTVP–wasmostpopularamongPolesaged65yearsandover.ReadmoreNote(s):Poland;December29,2023toJanuary17,2024;*Adhesion–thepercentageofviewersofaparticulargroupinrelationtothesizeofthereferencegroup,e.g.theshareofviewersaged65+inrelationtoallviewers.ReadmoreSource(s):WirtualneMedia14AudienceshareofTVPInfochannelinPolandin2024,byagegroupTVPInfoaudienceshareinPoland2024,byageDescription:In2024,TVPInfo–aPolishfree-to-airtelevisionnewschannelrunbyTVP–wasmostpopularamongPoleswithaprimaryeducationbackground.ReadmoreNote(s):Poland;December29,2023toJanuary17,2024;*Adhesion–thepercentageofviewersofaparticulargroupinrelationtothesizeofthereferencegroup,e.g.theshareofviewersaged65+inrelationtoallviewers.ReadmoreSource(s):WirtualneMedia15AudienceshareofTVPInfochannelinPolandin2024,byeducationlevelTVPInfoaudienceshareinPoland2024,byeducationPrintedpressandradionewsCHAPTER03Description:IntheIMMrankingofthemostfrequentlyquotedpresstitlesinPolandin2023,thefirstplacewastakenbyRzeczpospolita(over33thousandcross-mediareferences),followedbyGazetaWyborczaandFakt.ReadmoreNote(s):Poland;2020to2023;563,478*;Mediamessages;*Samplefortheyear2023.Theresearchwasdoneonthebasisofmonitoringmaterialsfromthepress,radio,television,andInternetportalswheremedianameswerementioned:-press[...]ReadmoreSource(s):InstytutMonitorowaniaMediówNumberofcross-mediareferenceswithinsampleinthousandsPublication17MostinfluentialpresstitlesinPolandfrom2020to2023,bynumberofcross-mediareferences(in1,000s)MostinfluentialpresstitlesinPoland2023Description:IntheIMMrankingofthemostfrequentlyquotedradiostationsinPolandin2023,firstplacewastakenbyRMFFM(over32thousandcross-mediareferences),followedbyRadioZetandJedynka(PR1).ReadmoreNote(s):Poland;2020to2023;563,478*;Mediamessages;*Samplefortheyear2023.Theresearchwasdoneonthebasisofmonitoringmaterialsfromthepress,radio,televisionandInternetportalswheremedianameswerementioned:-press[...]ReadmoreSource(s):InstytutMonitorowaniaMediówNumberofcross-mediareferenceswithinsampleinthousands18MostinfluentialradiostationsinPolandfrom2020to2023,bynumberofcross-mediareferences(in1,000s)MostinfluentialradiostationsinPoland2023Description:ThenumberofmagazinesandnewspaperspublishedinPolandamountedto6,159in2022-adecreasecomparedtothepreviousyear.ReadmoreNote(s):Poland;2016to2022Source(s):CentralStatisticalOfficeofPoland19NumberofnewspapersandmagazinespublishedinPolandfrom2016to2022NumberofperiodicalspublishedinPoland2016-2022Description:In2022,atotalof47newspaperswerepublishedinPoland.Themajorityofthemwerepublishedfourtosixtimesaweek.ReadmoreNote(s):Poland;2022Source(s):CentralStatisticalOfficeofPolandNumberofpublications20NumberofnewspaperspublishedinPolandin2022,byfrequencyofpublicationNumberofnewspaperspublishedinPoland2022,bypublicationfrequencyDescription:FaktGazetaCodziennawastheleadingdailypaperinPoland,withover122thousandcopiessoldin2023.FollowingthatwereSuperExpressandGazetaWyborczawith69.5thousandand39.75thousandcopiessold,respectively.ReadmoreNote(s):Poland;2023;*Copiessoldrefersthesumofphysicalcopysales,e-editioncopysales,aswellasallformsofsubscriptionsande-editionsubscriptions.Dateofreleaseisdateofaccess.ReadmoreSource(s):PolskieBadaniaCzytelnictwaCopiessoldinthousands*21RankingofleadingdailynewspapersandmagazinesinPolandin2023,bynumberofcopiessold(in1,000s)LeadingdailynewspapersinPoland2023,bysalesDescription:RadioRMFFMwasbyfartheleadingradiostationinPolandin2023,withanapproximately30percentlistenershiprate.Thestation'slistenershipdecreasedbya1percentagepointsince2022.SecondwasRadioZET,whoselistenershipincreasedbya0.6percentagepoint.ReadmoreNote(s):Poland;October2021toDecember2023;15-75yearsSource(s):Kantar;WirtualneMediaListenershipinshareofgeneralpopulationRadiostation22RankingofleadingradiostationsinPolandfrom2021to2023,bylistenershipLeadingradiostationsinPoland2021-2023,bylistenershipDescription:In2023,thelargestweeklyradiolisteningreachinPolandoccurredamongpeople40to59yearsold(87.7percent).ReadmoreNote(s):Poland;January1to12,2023;15-75yearsSource(s):ILoveRadio-kochamradio!;KantarPolska23WeeklyreachofradioinPolandin2023,byageofaudienceWeeklyradioreachbyaudienceageinPoland2023OnlinenewsCHAPTER04Description:IntheIMMrankingofPoland’smostfrequentlyquotedinternetwebsitesin2023,firstplacewastakenbyWP.pl(approximately32thousandcross-mediareferences),followedbyOnet.plandInteria.plReadmoreNote(s):Poland;2020to2023;563,478*;Mediamessages;*Samplefortheyear2022.Theresearchwasdoneonthebasisofmonitoringmaterialsfromthepress,radio,televisionandInternetportalswheremedianameswerementioned:-press[...]ReadmoreSource(s):InstytutMonitorowaniaMediówNumberofcross-mediareferenceswithinsampleinthousandsWebsite25MostinfluentialinternetwebsitesinPolandfrom2020to2023,bynumberofcross-mediareferences(in1,000s)MostinfluentialinternetwebsitesinPoland2020-2023Description:TheshareofinternetusersreadingnewsonlineinPolanddecreasedto64.26percentsincethepreviousyear.Thismeansadeclineof5.1percentagepointsin2022.ReadmoreNote(s):Poland;2013to2022;Onlinenewssites/newspapers/newsmagazinesSource(s):Eurostat26ShareofindividualsinPolandreadingnewsonlinefrom2013to2022InternetusersreadingnewsonlineinthePoland2013-2022Description:In2023,Weather&Radar-SnowradarwasthemostpopularfreenewsmobileappbydownloadsinPoland,amountingto884thousandoniPhoneandiPadAppStore,andGooglePlay.Weather24followedwithover779thousanddownloads.ReadmoreNote(s):Poland;2023Source(s):AppMagicNumberofdownloadsinthousands27LeadingfreenewsmobileapplicationsinPolandin2023,bynumberofdownloads(in1,000s)MostdownloadedfreenewsmobileappsinPoland2023Description:In2023,WwastheleadingnewsappbyrevenueinPoland,amountingto139.49thousandU.SdollarsoniPhoneandiPadAppStore,andGooglePlay.Weather&Radarfollowedwith48.02thousandU.S.dollarsinrevenue.ReadmoreNote(s):Poland;2023Source(s):AppMagicRevenueinthousandU.S.dollars28LeadingnewsmobileapplicationsinPolandin2023,byrevenue(in1,000U.S.dollars)TopgrossingnewsmobileappsinPoland2023Description:Wp.plwastheleadinginformationandpublicitywebsiteinPoland,with11.91millionrealusersinOctober2023.Onetwasnextintheranking,with11.61millionwebsiteandappusers.ReadmoreNote(s):Poland;October2023;*Websiteandappusers.ReadmoreSource(s):Gemius;KomitetBadańRadiowych;PolskieBadaniaInternetu;WirtualneMediaRealusers(RU)inmillions29RankingofleadinginformationandpublicitywebsitesinPolandinOctober2023,bynumberofrealusers(inmillions)LeadinginformationandpublicitywebsitesinPoland2023,byusersDescription:SE.pl-thewebsiteofSuperExpress-wastheleadingwebsiteofadailypublicationinPoland,with10.97millionusersasofSeptember2023.Fakt.plfollowed,withoverninemillionusers.ReadmoreNote(s):Poland;September2023Source(s):Gemius;PolskieBadaniaInternetuNumberofrealusers(RU)inmillions30RankingofleadingonlineplatformsofdailyPolishnewspapersandmagazinesinPolandinSeptember2023,bynumberofrealusersLeadingonlineplatformsofdailynewspapersinPoland2023,byusersDescription:AccordingtotheaveragenumberofYouTubevideoviewsasofMarch2024,themostpopularnewsandpoliticschannelinPolandwasfunduszeeuropejskie,withnearly440thousandaverageuploadedvideoviews.ReadmoreNote(s):Poland;March2024Source(s):HypeAuditorAverageviewsinthousands31LeadingtennewsandpoliticschannelsonYouTubeinPolandasofMarch2024,byaverageviews(in1,000s)LeadingnewsandpoliticschannelsonYouTubeinPoland2024,byaverageviewDescription:AsofMarch2024,theleadingYouTubechannelinthenewsandpoliticscategorybyatotalnumberofsubscriberswassmiechawaTV.Themostsubscribed-tochannelhad1.7millionssubscribers.ReadmoreNote(s):Poland;March2024Source(s):HypeAuditorNumberofsubscribersinthousand32LeadingtennewsandpoliticschannelsonYouTubeinPolandasofMarch2024,bynumberofsubscribers(in1,000s)LeadingnewsandpoliticschannelsonYouTubeinPoland2024,bysubscribersFakenewsCHAPTER05Description:In2024,approximatelyeightin10Poleshaveencountered'fakenews'before.ReadmoreNote(s):Poland;26to29February,2024;1,000respondents;18yearsandolder;*Questionaskedpriortoprovidingthedefinition.DateofreleaseisdateofaccessReadmoreSource(s):FundacjaDigitalPoland34Haveyoueverencounteredfakenews?ShareofpeoplewhohaveencounteredfakenewsinPoland2024Description:In2024,53percentofPoleswhohadpreviouslycomeacrossfakenewsstatedthatTVwasthemainsourceofdisinformation.Everysecondrespondentsquotedencounteringfakenewsonsocialmediaplatforms.ReadmoreNote(s):Poland;26to29February,2024;1000respondents;18yearsandolderSource(s):FundacjaDigitalPoland;GfK;RingierAxelSpringerPolska;TVNMediaShareofrespondents35Wherehaveyouencounteredfakenews?SourcesoffakenewsinPoland2024Description:In2024,approximatelysixin10Polesbelievedmanufacturershideinformationaboutharmfulingredients/foodadditives.Anotherpopularfakenewswasthatlimitsonpayingwithcashareputinplacetocontrolthepublic.ReadmoreNote(s):Poland;26to29February,2024;1,000respondents;18yearsandolder;*Atleastoneanswerfor"stronglyagree"forselectedfakenewsinagivenarea.DateofreleaseisdateofaccessReadmoreSource(s):FundacjaDigitalPolandShareofrespondents*36PopularityofselectedfakenewsamongpeopleinPolandin2024PopularityofselectedfakenewsinPoland2024Description:In2024,Poleslearnedfalseinformationgeneratedbyartificialintelligencemostoftenthroughfacialfeaturesand,aboveall,movementinconsistentwithspokenwords.ReadmoreNote(s):Europe,Poland;February26-29,2024;1000respondents;18yearsandolderSource(s):FundacjaDigitalPolandShareofrespondents37Whatelementsrevealadeepfake?ElementsrevealingdeepfakeinPoland2024Description:In2024,themostwell-knownfact-checkingorganizationinPolandwasfakenews.pl.ReadmoreNote(s):Europe,Poland;February26-29,2024;1000respondents;18yearsandolderSource(s):FundacjaDigitalPolandShareofrespondents38Levelofknowledgeoffact-checkingorganizationsinPolandin2024Levelofknowledgeoffact-checkingorganizationsinPoland2024Description:In2024,themainreasonforinternetinsecurityinPolandwasthefearofdataleakage.ReadmoreNote(s):Europe,Poland;February26-29,2024;1000respondents;18yearsandolderSource(s):FundacjaDigitalPolandShareofrespondents39Whatfactorscontributetointernetinsecurity?FactorscausinginsecurityontheinternetinPoland2024ConsumerbehaviorCHAPTER06Description:Householdspendingonnewspapers,books,andstationeryinPolandgenerallyincreasedbetween2010and2022.In2022,itamountedtoover15.84billionzloty-anincreaseofover2665millionzlotycomparedtothepreviousyear.ReadmoreNote(s):Poland;2010to2022Source(s):OECD41Householdconsumptionexpenditureofnewspapers,booksandstationeryinPolandfrom2010to2022(inmillionzloty)Consumerspendingonnewspapers,booksan