The VOD IN POLAND. MARKET DYNAMICS AND DEVELOPMENT DIRECTIONS

Abstract

In this article we try to understand the structure and dynamics of the Polish VOD market. An analysis of VOD consumption data provided by Gemius shows that Polish VOD market consists of both global and local players offering international and local productions. The number of viewers has flattened over time suggesting that in the future there will be less room for organic growth and the competition will likely shift to persuading users to spend more time watching videos by multiple attempts to make the library more sticky and interesting. The results of an additional technical analysis suggest that the top player is also the most technically advanced one and provides best experience, which might have an impact on the market performance.