Poland – media market 2025

Advertising Is Growing, Television Is Fragmenting, and Allegro Is Changing the Rules of the Game

Introduction

Poland remains one of the fastest-growing advertising markets in Europe. In 2025, the market expanded by 6.7%, driven by the growth of digital channels, retail media, and online video. At the same time, the market is undergoing profound transformation: artificial intelligence is becoming increasingly important, EU regulations are tightening, and generational differences in media consumption are among the widest in Europe. Polish consumers are cautious optimists with open wallets. Consumer sentiment indicators show a significant improvement in financial confidence compared to the period of high inflation. Consumers are more optimistic about the future than they are about the present, expecting economic conditions to continue improving. Twenty-five percent of consumers believe their financial situation will improve, while nearly 50% expect better overall financial conditions. At the same time, the inflationary period has encouraged more disciplined budgeting. Poles continue to spend on convenience and everyday pleasures, such as dining out and food delivery, with 28% reporting increased spending. The dominant purchasing model can be described as “Discount + Premium” – saving on everyday essentials in order to spend more on health, quality, and experiences. Consumers are also becoming increasingly pragmatic and less loyal to brands, with purchasing decisions driven more by tangible value and benefits.

1. Major Economic Developments Affecting the Advertising and Media Market

The Polish economy entered a recovery phase in 2025, achieving GDP growth of 3.6%, driven primarily by private consumption supported by rising wages. Inflation stabilized at approximately 4.9%, improving investment predictability. As a result, retail sales increased by 3.7%, while advertisers expanded investments primarily in digital channels – search (+15.7%), social video (+12.5%), and online video (+11.4%) – reflecting the growing demand for efficiency, precise targeting, and measurable outcomes.

2. Political and Regulatory Changes with a Visible Market Impact

The most significant regulatory developments affecting the advertising and media market in 2025 are the EU’s Digital Services Act (DSA) and European Media Freedom Act (EMFA). The DSA introduces advertising repositories, greater transparency in ad targeting, and restrictions on data usage, particularly for minors. The EMFA increases transparency regarding media ownership, public-sector advertising expenditures, and relationships between platforms and publishers. The market also views the AI Act and political advertising regulations as part of a broader trend toward greater transparency and accountability across the digital ecosystem.

3. Key Changes in the Media Landscape

The Polish advertising market grew by 6.7% in 2025, reaching a value of EUR 3.32 billion. Online advertising remained the largest segment, accounting for 45.2% of total advertising expenditures and generating EUR 1.50 billion in revenue. Television maintained a 36.6% market share, generating EUR 1.22 billion in revenue. In local currency terms, the fastest-growing segments were online advertising (+11.7%), radio (+8.4%), cinema (+7.7%), and Out-of-Home (OOH) advertising (+7.0%). Television revenue increased by only 1.2%, while print remained essentially flat (+0.2%). The year also brought significant ownership changes and further market fragmentation. Agora completed its acquisition of 100% of Eurozet, PTWP acquired Gremi Media, and Polsat Group finalized its succession process while maintaining its leadership in TV viewership and taking the lead in all-screen audience measurement. Publishers accelerated their transformation toward video, e-commerce, and subscription-based business models. Media consumption is becoming increasingly segmented by age. Consumers aged 60+ spend more than 90% of their screen time watching linear television, compared with 43% among those aged 16–34. This growing generational divide is one of the defining characteristics of the Polish media market. Retail media continues to expand rapidly, with Allegro now accounting for 36% of shopping journey starting points, while Digital Out-of-Home (DOOH) advertising approaches 30% of the OOH market. Traditional media continue to enjoy strong public trust: radio reaches 82% of Poles weekly, and RMF FM remains the country’s most trusted media brand (52%).

4. Key Changes in Media Consumption and Digital Behavior

The most significant shift in 2025 involved video consumption. The generational divide described above is particularly visible in viewing habits, with younger audiences increasingly favoring YouTube and social video over traditional television. YouTube already accounts for 18% of screen time among younger consumers, while social video represents a further 11%. At the same time, the television set remains the central screen for video consumption. While viewers are increasingly watching streaming and digital content, the TV screen still accounts for the vast majority of viewing, including 84% of Netflix consumption and 29% of YouTube viewing. Poles are heavy users of social media. More than one-third of respondents (37.7%) believe they use social media excessively, rising to 57.1% among young adults aged 18–24. Social platforms now serve multiple purposes: Facebook and YouTube remain the foundation of reach campaigns, TikTok has become a fully established engagement platform, and Instagram delivers the highest-quality exposure for visually driven brands. Facebook reaches more than 85% of internet users, while TikTok penetration among adults aged 55+ has already reached nearly 39%. Messaging platforms and online communities are also becoming increasingly important as users seek relief from content overload. In an environment of digital fatigue and overstimulation, consumers increasingly gravitate toward spaces that foster conversation, relationships, and a sense of belonging. As a result, closed groups, messaging platforms, and brand communities are playing a growing role in digital engagement strategies.

5. Emerging Trends That Gained Momentum Over the Past Year

The strongest trends of 2025 were AI, retail media, and social search. Already, 75% of companies are implementing AI projects, although trust in AI agents has declined from 43% to 27%, highlighting a growing gap between technological adoption and public acceptance. Meanwhile, Google AI Overviews reduced organic search click-through rates by 35–40%, reshaping traffic acquisition strategies. Retail media continues to grow rapidly (+30% year-over-year), while TikTok is increasingly functioning as a search engine, with its role in information discovery growing by more than 40% year-over-year.

6. Market-Specific Developments International Clients Should Understand

Poland remains one of Europe’s most dynamic advertising markets, but its defining characteristic is not growth alone. The market is shaped by strong generational fragmentation, rapidly evolving media habits, and the growing influence of local platforms. Successful strategies require combining digital, retail media, and video with highly trusted traditional media channels. Local e-commerce platforms and retail media ecosystems play a particularly important role, while media consumption behaviors vary significantly across audience segments. Another important consideration is operating within an increasingly regulated environment shaped by evolving European Union legislation. For international advertisers, strategies imported directly from other markets rarely deliver the same results in Poland without local adaptation.