Fewer people in Poland are watching linear television, but those who remain are spending more time in front of the screen. KRRiT data for 2025 also show a major reshuffle in the news segment: Republika rose to third place in the overall market and moved ahead of TVN24, while public television’s combined audience share fell to its lowest level on record.
Fewer people watched Polish television in 2025: daily reach fell to 19.7 million viewers, from 21.4 million two years earlier. Yet those who remained in front of the screen spent more time there, averaging 6 hours and 22 minutes a day — 10.5 minutes more than a year earlier. The broadcaster landscape also shifted: Republika, with a 6.14% share, rose to third place in the market and became the leading news channel, overtaking TVN24, while public television fell to 20.5% — its lowest level in the history of the measurement. These figures matter both to advertisers and to the media sector as a whole.
Kraków, 28 June 2026
Fewer viewers, but more time in front of the screen
The most important structural change is paradoxical. On the one hand, linear television lost reach: the number of people watching for at least one minute per day fell from 21.4 million in 2023 to 20.5 million in 2024 and 19.7 million in 2025. Average minute audience (AMR) also declined, from 5.5 million in 2023 to 5.2 million in 2025. On the other hand, engagement among those who stayed in front of the screen increased: daily viewing time across the population (ATV) rose by three minutes to more than 3 hours and 45 minutes, while among viewers (ATS) it increased by as much as 10.5 minutes, to 6 hours and 22 minutes.
This is the classic picture of a mature, shrinking medium: its audience is smaller, older and more loyal. For broadcasters and advertisers, it marks a shift in value — what matters is no longer simply broad reach, but the intensity of contact with a selected, consistently viewing audience. Some of the audience leaving linear TV is not abandoning the television screen, but moving to content outside conventional broadcasting, such as streaming services and Smart TV apps, which are partly captured in measurement under the unclassified “other” category.
| Metric | 2023 | 2024 | 2025 | Trend |
|---|---|---|---|---|
| Daily reach (RCH) | 21.4m | 20.5m | 19.7m | down |
| Average minute audience (AMR) | 5.5m | 5.3m | 5.2m | down |
| Viewing time — total population (ATV) | — | ≈ 3h 42m | 3h 45m | up (+3 min YoY) |
| Viewing time — viewers (ATS) | — | ≈ 6h 11m | 6h 22m | up (+10.5 min YoY) |
The key trend: a reshuffle in the news segment
News channels accounted for 17.6% of the market in 2025, but the balance of power within the segment changed radically in just two years. Republika, still a marginal player with a share of around 0.2% in 2023, rose to 3.79% in 2024 and reached 6.14% in 2025, becoming the third-largest broadcaster in the entire market and the leading news channel. Its average minute audience increased by almost 120,000 viewers year on year and by more than 309,000 compared with 2023. At the same time, wPolsce24’s share surged from 0.51% in 2024 to 1.42% in 2025, a rise of 178%.
At the same time, the established news leaders lost ground. TVN24 declined from 6.04% in 2024 to 5.17% in 2025, and its average minute audience fell by more than 50,000 people. Public broadcaster TVP Info, which still held almost 4.9% of the market in 2023, dropped to 1.42% following changes around the turn of 2023 and 2024, then recovered only slightly to 1.71% in 2025 — still less than half its level of two years earlier. The chart below illustrates this reshuffle: Republika’s curve crosses those of the established leaders, while news audiences are becoming clearly more polarised across broadcasters that reach distinct, only weakly overlapping groups.
| News channel | SHR% 2023 | SHR% 2024 | SHR% 2025 | AMR 2025 |
|---|---|---|---|---|
| Republika | ≈ 0.2% | 3.79% | 6.14% | 320 495 |
| TVN24 | ≈ 5.8% | 6.04% | 5.17% | 269 871 |
| TVP Info | ≈ 4.9% | 1.42% | 1.71% | 89 225 |
| wPolsce24 | ≈ 0.0% | 0.51% | 1.42% | 74 065 |
| Polsat News | — | 1.57% | 1.39% | 72 763 |
| Wydarzenia 24 | — | 1.04% | 1.14% | 59 353 |
One nuance softens this picture: the single highest-rated news programme of 2025 remained TVN24’s “Fakty po faktach” (1.22 million viewers on 28 February). TVN24 can still draw record audiences during major events; its challenge is the decline in average daily viewing, rather than its ability to attract viewers at pivotal moments.
The big four under pressure, public television in retreat
At the top of the market, the hierarchy remained stable: general-entertainment channels TVP1 (6.88%) and Polsat (6.77%) led the ranking. The combined share of the so-called big four — TVP1, TVP2, TVN and Polsat — nevertheless fell by 0.82 percentage points to 26.2%. Public channels recorded the steepest declines (TVP1 −5% and TVP2 −7% year on year), followed by TVN (−3%), while Polsat was the only one in the group to post a modest gain (+2%). This signals the erosion of the mass-audience generalist-channel model in favour of specialised thematic and news broadcasters.
The deepest long-term trend concerns public television. TVP channels’ combined audience share fell to 20.5% in 2025, from 21.5% a year earlier and 26.8% in 2023. Over the longer term, this continues a decline from 39.9% in 2010, meaning the public sector’s share has nearly halved in 15 years. Most TVP channels lost audience in 2025, with the exception of TVP Info and TVP Kultura. The combined average minute audience of public channels fell by more than 72,000 people year on year. For a sector financed from public funds, this is not only a question of prestige, but also a substantive issue of reach, remit and funding model.
| Broadcaster | SHR% 2024 | SHR% 2025 | Change |
|---|---|---|---|
| TVP1 | 7.24% | 6.88% | −0.36 pp (−5%) |
| Polsat | 6.62% | 6.77% | +0.15 pp (+2%) |
| Republika | 3.79% | 6.14% | +2.35 pp (+62%) |
| TVN | 6.21% | 6.01% | −0.20 pp (−3%) |
| TVP2 | 6.13% | 5.72% | −0.41 pp (−7%) |
| TVN24 | 6.04% | 5.17% | −0.87 pp (−14%) |
| TV Puls | 2.89% | 3.27% | +0.38 pp (+13%) |
| TVP Info | 1.42% | 1.71% | +0.29 pp (+20%) |
| wPolsce24 | 0.51% | 1.42% | +0.91 pp (+178%) |
Market fragmentation and the strength of terrestrial television
Despite the fall in total audience, viewing concentration among the leading channels actually increased. The top 20 channels captured 60.8% of the market, 1.58 percentage points more than a year earlier, and 17 of those 20 were digital terrestrial television channels. This confirms the lasting value of multiplex licences and free-to-air universal access. At the same time, the market’s long tail is vast: as many as 150 channels had a share below 0.5%, together accounting for 20%. The “other” category — channels below 1% and unclassified viewing, including non-television content on Smart TV sets — reached almost 41%.
Among smaller channels, gains were selective: TV Puls (+13%), Polsat Sport 1, regional broadcaster TVS and telenovela channels such as Novelas all expanded. Children’s channels, by contrast — including Nick Jr, Disney Junior, JimJam and Cartoon Network — lost viewers, directly reflecting the migration of younger audiences to streaming services. Among broadcasters targeting Polish viewers without a Polish licence, Eurosport 1 (0.56%) and FX (0.45%) had the largest shares.
Polish television is shrinking and becoming more polarised at the same time. The number of viewers is declining, but the most loyal viewers are spending more time in front of the screen. In the news segment, just two years were enough for a new player to move from the margins to a leadership position — at the expense of established powers. This is now a market where the advantage comes not from broad reach, but from intensive, loyal contact with a specific audience group.
What this means for advertisers and the media sector
For advertisers, the key fact is falling linear reach alongside greater engagement among a narrower audience. Television remains an effective way of reaching older, loyal groups, but campaign planning requires ever more precise channel selection. The polarisation of the news segment has a practical consequence: the audiences of Republika, TVN24 and TVP Info overlap less and less, so reaching the “whole” news audience requires a presence across several broadcasters with different editorial profiles. For commercial broadcasters, the picture is mixed: Polsat remains stable, TVN is under pressure in news, while dynamic new players still face the challenge of monetising rapidly growing audiences.
For public television, the data are the most challenging: a 20.5% share and its long-term decline raise questions about the effectiveness of public spending and the future funding model for public media. The growing role of content outside conventional television on Smart TV screens also confirms that broadcasters’ real competitors are not so much other channels as streaming platforms and connected TV.
What comes next?
Should the trends of recent years continue, linear television reach will keep declining gradually, while the divide between a shrinking but increasingly engaged audience and younger groups moving to streaming will widen. In the news segment, the trajectory of Republika and wPolsce24, as well as the pace of any potential recovery by TVP Info, will depend largely on the political and media cycle — something historical data alone cannot determine. The most robust forecast is continued competitive pressure from streaming platforms and connected TV. This forecast is inherently uncertain: the figures presented describe the past and do not guarantee a continuation of the trend.
Key takeaways
- Television reach is declining (RCH: 21.4m → 19.7m from 2023 to 2025), but viewing time among viewers is increasing (ATS: 6h 22m, +10.5 min YoY).
- Republika (6.14%, +62%) rose to third place in the market and became the leading news channel, overtaking TVN24 (5.17%, −14%).
- wPolsce24 grew by 178%; TVP Info remains at less than half its 2023 level — the news segment is becoming strongly polarised.
- Public television fell to 20.5% — a historic low, versus 39.9% in 2010; the big four together account for 26.2%.
- Seventeen of the 20 most popular channels are terrestrial channels; children’s channels are losing viewers to streaming.
Sources and methodology
Data source: KRRiT — “Information on Television Viewing in Poland in 2025” (Monitoring Department, prepared by Justyna Reisner, Warsaw 2026), based on the AGB Nielsen Media Research people-meter survey. The survey covers Poland’s population aged over four; the panel comprises 3,500 households (more than 9,000 people), with its structure based on Statistics Poland data and an annual establishment survey of 8,000 households. Metrics used: AMR (average minute audience), SHR% (audience share), ATV and ATS (daily viewing time across the population and among viewers), and RCH (daily reach). The data are historical, covering 2010–2025; the “What comes next?” section contains an inherently uncertain forecast.
Methodological notes: SHR% figures for news channels in 2023 were reconstructed from changes, in percentage points, relative to 2025 reported by KRRiT and may differ slightly from the original figures because of rounding. ATV and ATS figures for 2023–2024 were estimated from reported year-on-year changes. The people-meter measurement does not fully capture viewing of online and streaming content; part of it is classified as “other” or as unclassified viewing, including non-television content on Smart TV sets. Data are comparable only within the same research methodology.
