Poland - Digital Economy and Digital Media - Statistics and Analyses


Supported by a large population, Poland retains one of Eastern Europe’s more significant markets for digital media services. Strong competition exists both between platforms as well as between operators. The number of operators suggests that further market consolidation is inevitable: the merger between Cyfra+ and n is indicative of continuing market dynamics. This report profiles Poland’s digital economy and digital TV market, covering market developments and major companies in the broadband, cable, terrestrial and satellite pay TV sectors.

Key developments:

Cyfrowy Polsat acquires a majority stake in Polkomtel; bundled services taken by 5.87 million customers; Orange Poland sells EmiTel for PLN1.7 billion; Netia buys Aster’s former infrastructure from UPC Poland; UPC Poland acquires cable assets of Multimedia Poland; Orange Poland launches multi-platform TV service; National Broadcasting Council awards licences on the fifth multiplex; Cyfra+ merges with digital TV platform ITI Neovision; first analogue TV transmitters switched off; TVP continues DVB-T2 trial; report update includes the regulator’s 2016 market data report, State Statistics data for 2016, telcos’ operating and financial data to Q4 2016, recent market developments.

Companies mentioned in this report:

UPC Polska, Vectra, Multimedia Polska, Aster, Cyfra+, Cyfrowy Polsat, N/TNK, Orange Poland (Telekomunikacja Polska), TVP.

Poland has taken steps to develop a knowledge-based society. Both businesses and governments have been instrumental in creating the online content and services that make up the internet economy.

Legislation enacted to support the internet economy has mostly been done so to implement EU directives, and includes:

  • Act on Computerisation of the Operations of the Entities Performing Public Tasks;
  • Act on Access to Public Information;
  • Act on the Protection of Personal Data (transposes EU Directive 95/46/EC);
  • Act on Providing Services by Electronic Means (transposes EU Directive 2000/31/EC);
  • Act on the Protection of Certain Services Provided by Electronic Means based on, or relying on, conditional access (transposes EU Directive 98/84/EC);
  • Act on Electronic Payment Instruments (transposes EU Directive 2000/46/EC);
  • Act on Electronic Signatures (transposes EU Directive 1999/93/EC);
  • Public Procurement Law (transposes EU Directives 2004/17/EC and 2004/18/EC);
  • Act on Access to Public Information (transposes EU Directive 2003/98/EC).

One of the earliest online initiatives, e-commerce has evolved in line with rising broadband usage. A growing trend is the rise of auction portals, which account for approximately 60% of all internet sales. Major online auctions portals include Allegro.pl, Swistak.pl and eBay.

The rise in e-commerce has created demand for online payment systems. Available online payment platforms include PayPal, DotPay, Platnosci.pl, Przelewy24 and PayU.

In 2012 the regulator signed an agreement on co-financing the ‘Construction of the e-Services platform’ project with the Implementing Authority for European Programmes. The project was budgeted at PLN24 million.

Table 1 – Proportion of individuals using e-commerce services – 2012 - 2016

Year Proportion
2012 30.3%
2013 31.6%
2014 34.2%
2015 36.9%
2016 41.9%

(Source: BuddeComm based on State Statistics data)

Note: Use during the previous three months

Government initiatives for the internet economy have been focused on providing services to citizens, businesses, and other government organisations online in the hope of capturing benefits such as improved efficiency, convenience, and better accessibility of public services.

National e-government policy/strategy development and coordination is the responsibility of the Polish Ministry of Interior and Administration, the Council of Ministers' Committee for Computerisation and Communications, and the Council for Computerisation. National e-government policy/strategy implementation is the responsibility of the Polish Ministry of Interior and Administration as well as the Ministry of Infrastructure.

Table 2 – Proportion of enterprises using e-government services – 2012 - 2015

Year Small Medium Large Total
2012 88.6% 98.0% 99.6% 90.4%
2013 86.0% 97.7% 99.5% 88.0%
2014 91.1% 98.4% 99.5% 92.4%
2015 92.3% 98.6% 99.7% 93.6%

(Source: BuddeComm based on State Statistics data)

Table 3 – Proportion of individuals using e-commerce services – 2012 - 2016

Year Proportion
2012 31.6%
2013 22.6%
2014 26.9%
2015 26.6%
2016 30.2%

(Source: BuddeComm based on State Statistics data)

Note: Use during the previous 12 months

Development of e-government in Poland is centred on three projects, Electronic Platform of Public Administration Services (ePUAP), PESEL and PL.ID. Launched in early 2008 on a trial basis, ePUAP is designed to integrate all public registers and offer an interactive services platform, enabling government authorities to deliver their services online without having to develop their own infrastructure. Conceived as Poland’s first practical accomplishment of recommendations stated in EU program eEurope 2005, the project is expected to cost approximately PLN26 million, of which PLN19 million is financed by EU funds.

The PESEL2 Register integrates existing state registers and is designed to streamline the provision of eServices to Polish citizens and businesses by allowing online access to data contained in the PESEL system registers.

The PL.ID Project aims to introduce a biometric ID based on existing identification numbers and reference databases (PESEL for individuals and REGON for business) by 2013.

Central government departments, offices, agencies and local government are linked via the Secure Network for Public Administration (STAP).

Online public procurement is facilitated by three privately-managed platforms:

  • Polish Procurement Platform (PPP), managed by Polish Securities Manufactory S.A.;
  • Electronic Procurement Platform e-przetarg.pl (EPP), managed by Company SOLDEA; and
  • Electronic Procurements (PE), managed by eTender Polska Company Ltd.

E-health relates to the use of Information and Communication Technologies (ICT) as a means of supporting health and health-related fields, with a particular emphasis on the use of high-speed networks. Other terms for e-health include tele-health, telemedicine and health informatics.

National-level health strategies have been devised but not implemented due to the long-term nature of the projects and lack of political will. Studies have been conducted on the potential economic benefits of e-health initiatives in Poland. E-health strategy document ‘The Strategy of using information sources by the NHF and directions of developing the informatics system in the years 2007-2010’ devised four main IT projects, one of which is a health services register based on electronic health cards. The strategy estimated the health services register, designed to store data describing each contact between a patient with a health service provider of a certain specialisation to allow for objective assessment of healthcare processes, will cost PLN400 million. Economic benefits are sourced from eliminating mismanagement, fraud and waste, estimated at 10% of the health system budget, or some PLN4 billion per year.

An electronic health card system has been operational since 1999.

In July 2013 the Integrated Patient Information (ZIP) was launched, a nationwide service that provides registered users with data about treatment collected since 2008 by the National Health Fund. Data includes benefits accrued, prescribed medicines and the cost of treatment, The National Health Fund reported that there were was 600,000 registered users in the Integrated Patient Guide in 2013, increasing to one million by the end of 2014 and to 1.1 million by the end of 2015.

Table of Contents

  • 1. Synopsis
    • 1.1 Digital economy
      • 1.1.1 E-commerce
      • 1.1.2 E-government
      • 1.1.3 E-health
  • 2. Overview of Digital Media market
    • 2.1 Bundled services
    • 2.2 Digital TV (DTV)
    • 2.3 Videostreaming
    • 2.4 Communications: VoIP
      • 2.4.1 Cable TV (CATV)
      • 2.4.2 Satellite-based digital pay TV developments
      • 2.4.3 Digital Terrestrial TV (DTTV)
  • 3. Related reports
  • Table 1 – Proportion of individuals using e-commerce services – 2012 - 2016
  • Table 2 – Proportion of enterprises using e-government services – 2012 - 2015
  • Table 3 – Proportion of individuals using e-commerce services – 2012 - 2016
  • Table 4 – Revenue distribution by bundle – 2014 - 2015
  • Table 5 – Proportion of subscribers by bundle – 2011 - 2015
  • Table 6 – Market share of bundled packages by operator – 2014 - 2015
  • Table 7 – Orange Poland Livebox, IPTV customers – 2008 - 2016
  • Table 8 – Netia IPTV subscribers – 2014 - 2016
  • Table 9 – VoIP traffic and subscribers – 2008 - 2015
  • Table 10 – UPC Poland – homes passed – 2003 – 2016
  • Table 11 – UPC Poland – subscribers by service type – 2003 - 2016
  • Table 12 – Vectra subscribers by service type – 2015 - 2016
  • Table 13 – Multimedia Polska financial data – 2009 – 2016
  • Table 14 – Multimedia Polska revenue by sector (old format) – 2009 – 2013
  • Table 15 – Multimedia Polska revenue by sector (new format) – 2012 – 2016
  • Table 16 – Multimedia Polska RGUs – 2009 - 2016
  • Table 17 – Multimedia Polska triple play subscribers by service – 2009 - 2016
  • Table 18 – nc+ pay TV revenue – 2014 - 2016
  • Table 19 – nc+ pay TV subscribers – 2014 - 2016
  • Table 20 – Cyfrowy Polsat financial data – 2004 - 2016
  • Table 21 – Cyfrowy Polsat operational data (old style) – 2004 - 2012
  • Table 22 – Cyfrowy Polsat operational data (new style) – 2012 - 2016
  • Table 23 – Orange DTH subscribers – 2008 - 2016
  • Chart 1 – UPC Poland – subscribers by service type – 2003 – 2016
  • Chart 2 – Multimedia Polska financial data – 2009 – 2016
  • Chart 3 – Multimedia Polska revenue by sector – 2009 – 2016
  • Chart 4 – Multimedia Polska subscribers – 2009 – 2016
  • Chart 5 – Cyfrowy Polsat financial data – 2004 – 2016

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Number of pages 18

Status Current

Last updated 3 Apr 2017
Update History

Analyst: Henry Lancaster

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