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 103 million U.S. dollars in revenue in 2027. Music streaming remained the largest revenue-producing segment in the market, totaling over 78 million U.S. dollars in 2023.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 2.58 million Poles are expected to become e-book readers. Regarding e-publishing applications, Audioteka and Empik Go 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 figure 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 2023, there were over six million SVOD users in Poland. As mentioned, music streaming has been an essential part of the Polish digital music market. Although Spotify was the most popular music streaming app in Poland as of February 2023, TIDAL - a Norwegian subscription-based music, podcast, and video streaming service - had the highest earnings. Since 2015, TIDAL has generated over three million U.S. dollars in revenue in the country.