by Peter Dziubak 04/21/2015, 7:37; Update: 4/21/2015, 9:29
About 5 percent. Polish internet users do not have TV, or use it for any purpose other than watching tv program. The receivers are connected to a game console and used as monitors for viewing movies downloaded from the network – according to a study by the agency MEC media company. Source: ShutterStock
Increase the number of people who do not watch TV programs on traditional receivers, but on the screens of laptops and computers. That promotes the VoD market investments
About 5 percent. Polish internet users do not have TV, or use it for any purpose other than watching tv program. The receivers are connected to a game console and used as monitors for viewing movies downloaded from the network – according to a study by the agency MEC media company. In the whole population the proportion of people without a TV is slightly lower, but no different in this respect much of the West. Audience researcher Nielsen TV programs reported that households without a TV in Poland is 3.8 percent. This is only slightly less than in the UK (4 per cent.) And the USA (5 per cent.).
– In the US the past few seasons have been increasing this phenomenon. In Poland, if you take into account the GUS and Nielsen, yet you can not see. However, the expansion of e-video, and increase in the number of televisions connected to the cause that advertisers should be ready for the scenario associated with the weakening of the role of linear television – says Joanna Nowakowska with MEC. He adds that the traditional TV viewing usually people give up valuable advertising market.
– We are talking about a group of young consumers that advertisers can not “catch” – emphasizes Nowakowska. Almost one third of declaring no receivers derived from the cities of more than half a million inhabitants, and 40 per cent. of them are aged 25-34. This is an attractive target group for many advertising campaigns, which now goes to the television.
MEC Research also shows that the absence or non-standard use of the TV does not mean that this group does not have any contact with television content. Nearly 60 per cent. at least several times a week, watching movies, series and other programs, so that the web. Almost half is spent more than two hours a day.
There are still 64% of the content
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