Saturday, 15 March 2025
Netflix continues to dominate the Polish subscription video-on-demand (SVOD) market, holding a 32% share in the fourth quarter of 2024. However, this represents a slight decline of one percentage point compared to the previous quarter, according to the latest data from JustWatch.
The streaming giant remains at the forefront of Poland’s competitive SVOD landscape, despite increasing competition from other platforms. Amazon Prime Video, Disney+, and Max (formerly HBO Max) showed notable gains during the quarter, reflecting a dynamic shift in viewer preferences.
Disney+ demonstrated the most significant growth, increasing its market share by two percentage points by the end of 2024. Amazon Prime Video, Max, and Player also experienced a one-percentage-point rise in market share. On the other hand, Viaplay and Netflix saw slight declines, losing 1% and 2% of their respective market shares over the course of the year.
By the end of Q4 2024, Amazon Prime Video solidified its position as the second-largest player in the Polish SVOD market with a 13% share, followed by Disney+ at 12%. Apple TV+ accounted for 9%, while Player captured 8%. Viaplay, a popular streaming service for sports and entertainment, held 5% of the market, with smaller platforms collectively accounting for the remaining 4%.
The results highlight the increasing fragmentation of the Polish streaming market, with a growing number of platforms competing for viewers’ attention. “Disney+ has successfully capitalized on its strong content library and strategic growth initiatives, continuing to increase its foothold in Poland,” said a JustWatch representative.
The report also noted the resurgence of Max (HBO Max’s rebranded service), which has gained traction due to its revamped content offering and a more user-friendly interface. Similarly, Amazon Prime Video’s steady growth can be attributed to its competitive pricing, exclusive content, and bundling with other Amazon services, which appeal to a broad range of subscribers.
Despite Netflix’s slight decline, the platform remains the market leader, thanks to its extensive library of original programming and consistent release of popular titles. However, experts suggest that the platform faces increasing pressure to innovate and adapt as competition intensifies in Poland and globally.
“The streaming market in Poland is undergoing significant transformation, driven by new entrants, local adaptations, and evolving consumer preferences,” said a media analyst. “Platforms like Disney+ and Amazon Prime Video are gaining ground, while regional players such as Player are carving out niches with locally tailored content.”
The report also highlighted a notable trend in streaming habits, with more viewers opting for multiple subscriptions to access a broader variety of content. This trend has been fueled by the diversification of offerings, including local programming, live sports, and exclusive series, across various platforms.
Looking ahead, industry experts predict further shifts in Poland’s SVOD market as newer entrants and emerging platforms seek to challenge established players. As the competition intensifies, platforms will likely focus on pricing strategies, exclusive partnerships, and diverse content to attract and retain subscribers in a rapidly evolving landscape.
Netflix, while still the leader, may need to explore innovative ways to maintain its dominance, including investments in local content and improved user engagement. Meanwhile, the rising popularity of Disney+, Max, and other competitors underscores a market that is increasingly diverse and dynamic, reflecting global trends in the streaming industry.
The Polish streaming market continues to grow, driven by an expanding subscriber base and heightened competition. With 2025 expected to bring more developments and changes in the SVOD landscape, viewers will likely benefit from a wider array of choices and improved offerings as platforms vie for market share.
