Digital media in Poland - statistics & facts
Digital media is a term used for any media encoded in computer-readable formats. As such, it is a combination of popular content and technology. Digital media covers a variety of industries, for instance: entertainment, e-commerce, education, technology, television, and many more. Consequently, digital media products are often found in gaming, websites, mobile applications, and social media. Thus, any content delivered through a screen – in a text, audio, video, or graphic format – is considered digital media.
E-publishing constitutes another segment of the digital media market. The term is defined as paid editorial content distributed over the internet, thus including e-books, e-magazines, and e-papers. The segment has been attracting an increasing number of users since 2022, with e-books being particularly successful — by 2027, as many as 2.85 million Poles are expected to become e-book readers. Regarding e-publishing applications, Audioteka and Storytel are the undisputed leaders and the most popular platforms used for e-book reading and audiobook listening in Poland.
In 2024, there were over 15 million SVOD users in Poland. As mentioned, music streaming has been an essential part of the Polish digital music market. Spotify was the most popular music streaming app in Poland, and the most popular song exceeded over 400,000 views in February 2024.
Digital media segments
Digital music refers to audio content distributed to the end-user over the internet. The Polish digital music market has been developing steadily over the years and is estimated to generate 136 million U.S. dollars in revenue in 2027. Music streaming remained the largest revenue-producing segment in the market, totaling over 82 million U.S. dollars in 2024.E-publishing constitutes another segment of the digital media market. The term is defined as paid editorial content distributed over the internet, thus including e-books, e-magazines, and e-papers. The segment has been attracting an increasing number of users since 2022, with e-books being particularly successful — by 2027, as many as 2.85 million Poles are expected to become e-book readers. Regarding e-publishing applications, Audioteka and Storytel are the undisputed leaders and the most popular platforms used for e-book reading and audiobook listening in Poland.
Polish digital media users
Social media has been gaining popularity in Poland. According to the Statista forecast, the country will have approximately 32 million social media users by 2027. WhatsApp and Instagram are among the most downloaded social media apps. Most Polish Instagram users were aged between 18 and 24 years old. Furthermore, women were more likely to use the photo-sharing service; relatively few men had an Instagram account.In 2024, there were over 15 million SVOD users in Poland. As mentioned, music streaming has been an essential part of the Polish digital music market. Spotify was the most popular music streaming app in Poland, and the most popular song exceeded over 400,000 views in February 2024.
