Nielsen, a global leader in audience measurement and media analysis, deserves recognition for providing detailed and comparable data on media consumption across markets. Thanks to their research, we can better understand the differences and similarities in consumer behaviors in various markets, which is extremely valuable for advertisers aiming to run the most effective advertising campaigns.

By analyzing the charts, we can see clear differences in television consumption between Poland and the United States. In the USA, streaming accounts for as much as 41.4% of the television market share, indicating the high popularity of this form of video content consumption. Meanwhile, traditional terrestrial and cable television together account for only about 47% of viewership, pointing to the declining importance of traditional ways of reaching consumers.

In contrast, television still plays a key role in Poland. Traditional television holds an 85% market share, showing a dominant advantage over streaming, which, although growing, still accounts for only 8.6% of total viewership. In practice, television remains the primary mass medium in Poland, while streaming is becoming dominant in the USA. This clearly suggests that advertisers must adapt their approach to the specifics of each market. In Poland, investments in traditional media yield higher returns, while in the USA, conducting campaigns on streaming platforms is crucial.

In addition to following global trends, which are an undeniable indicator of the future, in our country, a strategic budget allocation also requires a thorough analysis of how different channels reach consumers and how much time they spend on them. There are advertisers in the Polish market who allocate their budgets according to international benchmarks, but the question arises: if three people jump out of an open window one after another, should we jump too? Let’s not blindly follow trends; instead, we should rely on our local analyses and tailor our strategies to the specifics of our market.

The conclusions from Nielsen’s data leave no doubt that television still has a strong position in Poland, and this should not be ignored in media strategies. However, this does not mean that online video should be dismissed; it is crucial to properly define its role and skillfully configure campaigns to maximize effectiveness based on the specifics of the industry and the target audience.