Christmas in Poland. The most popular TV stations, websites and applications
What websites and applications were most frequently visited by Poles during the holiday season on December 24-26? Which TV stations were the most popular? See the Gemius analysis based on the single-source Mediapanel study.
On the TV – classics
Source: Mediapanel, The most popular TV stations in Poland, December 24-26, TG:ALL, Media type: TV in home, TV Out of home
During the period of December 24-26, Polsat was the most popular TV channel, with the number of real users at the level of almost 24 million and a reach of 72.3%. Polsat was watched by each viewer for over 2h 20min (ATS). Where does Polsat's popularity come from? The reasons can be found in the program offer of the station, which on Christmas days offered caroling concerts with the most famous stars of the polish stage, as well as popular film productions – Home Alone (December 24). On December 25 and 26, viewers could watch the cult Titanic, divided by the station into two parts, displayed day after day.
The TVN tv station achieved second place with almost 22 million real users and a reach of almost 66%. The average time spent by the viewer watching the station (ATS) was almost 1.5 hours. On the Christmas Eve, TVN focused on broadcasting Christmas polish hit Listy do M (Letters to M), on December 25 viewers could watch The Fate of the Furious (8th part of The Fast and Furious), and on the second day of Christmas - the 2nd part of Listy do M (Letters to M) and How the Grinch Stole Christmas.
The podium is closed by TVP1, watched by almost 22 million real users during the holiday season. The station recorded a reach of 57% and ATS of over 3 hours. It was the longest ATS of all the most popular during December 24-26 TV stations On Christmas Eve, TVP1 viewers could watch Christmas carols concerts all day long. On Saturday, December 25, in addition to the concerts, TVP1 station broadcasted a premiere biographical film about the famous Polish singer Maryla Rodowicz. On December 26 - a Christmas episode of the Rolnik szuka żony (Farmer Looking for a Wife) - Polish reality show entertainment program.
When analyzing the data on TV stations, it is impossible not to agree that in the period of December 24-26, Poles most often watched stations broadcasting Christmas films, cult productions and carol concerts. The list of the 15 most watched TV stations in the analyzed period also included 3 TV news stations (TVN24 - on position 9, TVP INFO - 11 and Polsat News - 14).
More about the most popular advertisers on the Polish market in December 2021 you can read in our last analysis here.
Source: Mediapanel, The most popular websites in Poland, December 24-26, TG:ALL, Media type: PC home, PC work, Phones, Tablets
On the list of the 15 most popular websites on December 24-26, facebook.com and youtube.com were on the podium, as well as the google.com browser. It can therefore be noticed that during the holiday season, Poles were eager to contact their relatives via social media. In the analyzed period the Facebook website was used by almost 10 million real users. Each of them spent almost an hour (ATS) on the site. Poles also eagerly used the YouTube music service. The website was visited by almost 10 million real users and the ATS was almost 1.5 hours.
Interestingly, Poles did not finish their shopping marathon before Christmas. The list of websites most frequently visited during the holiday season includes three shopping websites - Allegro, OLX and Ceneo. All information websites were also very popular - they represented almost half of the 15 most visited websites during December 24-26.
Source: Mediapanel, The most popular applications in Poland, December 24-26, TG:ALL, Media type: PC home, PC work, Phones, Tablets
On the list of the 15 most popular applications during December 24-26, Messenger, Facebook and Google were on the podium. Almost 19 million real users used Messenger during the holiday season. Each of them spent almost 40 minutes (ATS) in the application. A comparable number of users used the Facebook application for a much longer time (ATS equal 1h 40min). WhatsApp Messenger and Gmail applications were also popular, which indicates that in the analyzed period Poles were eager to contact their relatives and friends. The great interest in the Google Maps application indicates frequent travels in the analyzed period. As usual, the list of the most popular applications includes social media (Facebook - 2nd place, Instagram - 7, TikTok - 8 and Snapchat - 12).
About Mediapanel Research
Mediapanel is the first cross-media study in Poland based on a single source. The study combines site-centric measurement (measurement scripts at the site and application level) and user-centric measurement (panelists' behavior). In the production of data, we use proprietary, internationally recognized methodologies and algorithms. The Mediapanel study provides a complete and reliable picture of the Polish online market. It offers the possibility of analyzing and comparing the viewership of websites, applications and streaming materials on various types of devices, optimization of advertising budgets, comparison of traffic on desktops and laptops at home (PC-home) and at work (PC-work), as well as determining the position of the entity and its competition.
You can read more about the Mediapanel here.