The media landscape in Poland has evolved over the past decades amidst political, economic, and technological changes. Particularly after the fall of the Iron Curtain in 1990, Poland experienced a transformation of its media system characterized by liberalization and privatization. Following the end of the communist regime, a period of media pluralism and freedom of expression began in Poland. A multitude of print media, radio stations, and television channels emerged, making a broader range of information available to the Polish public. The private media market flourished and provided space for diverse political views and opinions. German media groups such as Axel Springer Ringier, Burda Media and the Bauer Media Group which are still very active on the Polish media market.

The introduction of the internet and digital technologies in the 2000s also opened up new opportunities for the media landscape in Poland. Online news portals, blogs, and social media became increasingly important, providing access to a wide variety of information and viewpoints. This led to increased competition between traditional media and digital platforms. Poland was long considered one of the most dynamic media markets in Europe.

The end of this golden era was heralded in 2015, when the national-conservative Law and Justice Party (PiS), which had previously held an absolute majority, took power. Deep concerns about press freedom and media independence in Poland have been confirmed, according to critics, by the passage of controversial laws that partially restrict plurality and freedom of expression in the media. They accuse the government of taking measures to influence public broadcasting and restrict access to independent reporting. Furthermore, laws have been passed that strengthen the government's influence over the appointment of senior public media executives.

These developments have sparked debates about press freedom and media independence in Poland. Critics argue that government policies could jeopardize journalistic freedom and restrict media pluralism. On the other hand, the government emphasizes that it is simply striving to regulate the media responsibly and improve transparency. However, when one considers the development of press freedom in Poland, the effects are devastating. Compared to 2015, Poland has plummeted from 18th place in 2015 to 57th place in 2023 according to Reporters Without Borders' World Press Freedom Index – and in 2021, the country was ranked only 64th.

Despite these controversies, Poland continues to have a vibrant media landscape. Many employees of Polish media companies, both public and private, strive for independent reporting and offer a variety of content in print, radio, television, and online platforms. Poland continues to have numerous dedicated journalists and media professionals committed to independent reporting and representing diverse viewpoints.

As in many other European countries, the role and financing of public broadcasting is a hotly debated topic in Poland. Critics are calling for the abolition of the institution, which, while still enjoying relatively high levels of popularity (especially among older segments of the population) and viewer interest, is facing financial ruin due to a license fee deficit.

General Information

Inhabitants: 38.2 million (2021)
Households: 15.28 million (2021)
Average household size: 2.5 people (2021)
Religions: Roman Catholic (89%); Orthodox (1.3%); Protestant (0.3%)
Big cities: Warsaw (1.79 million inhabitants, December 2020), Krakow (779,000, December 2020)
Form of government: republic
Head of State: Andrzej Duda (since 2015)
Head of the government: Mateusz Morawiecki (since 2017)
EU-member since: 2004
Unemployment rate: 3,2% (2020); 10,4% (2012)
State indebtedness: 46% of gross domestic product (2019)
Budget balance relative to GDP: -2,5% (2021)
Share of global GDP: 0,98% (2021)

Advertisement costs total: 10.5 billion zlotys (2021)
Television viewing time per inhabitant: 235 minutes per day (2022)
Large media and communication companies: Ringier Axel Springer Polska, Bauer Media Polska, Agora, Polsat, ITI Group
Broadcasting fee: 27.30 zloty (approx. 5.81 euros) per month and household

Press

After the fall of the Iron Curtain, Poland's press landscape flourished for a long time. In the first 25 years, more than 7,500 new titles were registered. This was due to two reasons: first, state censorship was abolished and the principle of freedom of the press and information was introduced. Second, economic reforms led to massive investment in the private press sector. Since then, foreign capital in particular has flowed into the press market. One of the first players to enter the Polish market was the German company Bauer Verlag (now Bauer Media Polska) in 1991. Axel Springer followed three years later with the establishment of an independent Polish subsidiary (Axel Springer Polska).

The takeover of the government by the national conservative Law and Justice Party (PiS) in 2015, which also resulted in an absolute majority, heralded the end of the golden years of Polish press diversity. Since then, as experts had previously suspected, numerous laws have been passed that have permanently restricted media diversity. For example, since 2015 the Polish government has been interfering in the private market, and private companies are frequently the victims of SLAPPs (Strategic Lawsuit Against Public Participation), new defamation cases, and lawsuits. Another massive change was the National Media Council Act, passed by parliament in June 2016. The National Media Council, a government agency established in 2016, gives the government the right to hire and fire staff for state television and radio.

As is evident in the general trend in Europe, the newspaper market in Poland has also struggled with declining circulation for a long time. Each of Poland's five largest newspapers saw its circulation fall by at least half between 2004 and 2019. This is particularly evident in the two quality newspapers, Gazeta Wyborcza and Rzeczpospolita, where circulation fell by 74 and 78 percent, respectively. Nevertheless, Poland remains the largest newspaper and magazine market in Eastern Europe.

Likewise, digital distribution has now become an important part of the business model of many newspapers and can at least partially offset the decline in print circulation. The importance of online media in Poland is evident in the fact that each of the five largest print publications also operates a major online website. Indeed, Super Express, Gazeta Wyborcza, Fakt Gazeta Codzienna, and Rzeczpospolita operate the four largest newspaper websites in Poland, and Przegl?d Sportowy operates the tenth largest news website, according to the 2021 media panel survey conducted by Wirtualne Media.

Tab. I: The development of print circulation per issue of the five largest newspapers in Poland from 2004 to 2019

Newspaper	Type	Edition 2004	Edition 2019	Development     in percent	editor
Fact Gazeta Codzienna	tabloid newspaper	787.000	336.000	-57 %	Axel Springer Poland
Super Express	tabloid newspaper	377.000	191.000	-49 %	Murator SA
Gazeta Wyborcza	daily newspaper	558.000	145.000	-74 %	Agora SA
Polish-Lithuanian Commonwealth	daily newspaper	244.000	53.000	-78 %	Gremi Media
Sports Hall	Sports magazine	127.000	49.000	-62%	Axel Springer Poland

Source: Polskie Badania Czytelnictwa (2021)

Television

public television
Poland has a significant – albeit financially weak – public television sector. TVP (Telewizja Polska), with its three general-interest channels (TVP1, TVP2, TVP HD), 16 regional channels (TV Regionalna), the international broadcaster TV Polonia, and various special interest channels (TVP Info, Kultura, Historia, Sport, Seriale, etc.), has a market share of approximately 25 percent. TVP1 is a typical public broadcaster with a focus on information (its best-known format is the Tagesschau counterpart "Wiadomosci"), while the second channel primarily broadcasts entertainment programs.

TVP, like ARD and ZDF, is financed through both broadcasting fees and advertising revenue. Every Pole – with the exception of pensioners, the unemployed, and people with disabilities – is legally obligated to pay 27.30 zloty (5.81 euros) per month. Persons over the age of 76 are also exempt from the broadcasting fee. In recent years, many Polish citizens have repeatedly refused to pay the broadcasting fees, which at times caused the broadcaster to experience financial difficulties.

After the controversial reform of public media in Poland came into effect on January 8, 2016, Treasury Minister Dawid Jackiewicz appointed Jacek Kurski as the broadcaster's new director on the same day. The cooperation between Arte and TVP was temporarily suspended in January 2016 because TVP's independence was called into question. With another media law, the Treasury Minister's powers were then assumed by the National Media Council. In October 2017, Kurski justified the broadcaster's proximity to the government by arguing that TVP needed to form a "counterweight" to broadcasters critical of the government.

Private television
In December 1995, TV Polsat, the first Polish private broadcaster, went on air. Two years earlier, a specially established authority had put out a tender for licenses for a national and several regional broadcasters. The contract was ultimately awarded to TV Polsat, which had already been broadcasting a Polish-language program from the Netherlands via satellite since 1992. Founder Zygmunt Solorz-Zaks, now one of the richest Poles with a fortune equivalent to the equivalent of two billion euros according to Forbes, built TV Polsat into the country's largest private broadcasting network. For a long time, Polsat's only significant competitor was the TVN Group, founded in 1997.

Today, market shares are distributed among a multitude of smaller private broadcasters, most of which, however, belong to Polsat or the TVN group. What's remarkable about Poland is that there isn't a single dominant broadcaster, but rather many smaller ones with market shares of less than 10 percent. Public broadcasters still achieve the largest shares of the television market, although it should be noted that linear television is increasingly struggling with digitalization and the associated emergence of new entertainment media.

General developments

Over the past decade, linear television in Poland has evolved significantly due to technological advances and societal changes. One of the most significant changes was the digital transition in 2013, which saw the complete phasing out of terrestrial analog television broadcasts and the introduction of digital terrestrial television broadcasts. This enabled better picture and sound quality, as well as greater program diversity.

With the digital transition, the number of available television channels and programs has increased significantly. In addition to the established public and commercial broadcasters, numerous new channels and specialized programs have emerged, covering various areas of interest such as news, entertainment, sports, films, and music. This has created a more diverse selection for viewers.

Another important trend has been the rise of streaming and on-demand services. Platforms such as Netflix, Amazon Prime Video, and Disney+ are available in Poland, offering viewers a wide range of content to stream. Polish companies such as TVP, TVN, and Polsat have also launched their own streaming services to meet user needs.

The quality and variety of television content for the entertainment industry in Poland has also increased in recent years. There is a wider selection of original productions, including television series, reality shows, talk shows, documentaries, and feature films. International content is increasingly being integrated into Polish television, particularly through the acquisition of broadcasting rights for successful foreign series and films. This has led to a broader range of entertainment options for viewers.

Although advertising remains an important source of revenue for Polish television stations, advertising strategies have changed. Many viewers can avoid commercial breaks by using streaming services or digital recording devices. Therefore, television stations are striving to find new ways to monetize their content, such as product placement or brand collaborations.

Fig. I: Market shares of the largest TV stations in Poland in 2022

Source: Statista Research Department (2023)

radio

The first radio station in Poland, "Radio Polskie Warszawa," went on air on April 18, 1926. Radio quickly became a popular medium, reaching a growing audience throughout the country. In the following years, other stations were opened, including "Polskie Radio Katowice" and "Polskie Radio Poznań?" (both in 1927).

During World War II, radio was controlled by the German occupying forces and used for propaganda purposes. After the war, in 1944, Polskie Radio was re-established as a state broadcaster and began rebuilding the radio system throughout Poland. During the postwar communist years, Polskie Radio became highly politicized and served as a mouthpiece for the government. Programming and content were tightly controlled, and censorship was widespread. Nevertheless, radio remained an important medium for information and entertainment for the population.

With the fall of the Iron Curtain, radio experienced a period of liberalization. New stations were established, and content diversified. Private radio stations emerged, offering a wider selection of music genres, entertainment, and news.

Today, the Polish radio landscape is dominated by private radio stations. Slightly more than half of the listenership (50.6 percent) is distributed among the three largest private radio stations. Radio RMF FM, which belongs to Grupa RMF, a subsidiary of the Bauer Publishing Group, alone has a market share of 30.3 percent. Radio ZET, which belongs to Eurozet, ranks a considerable distance behind with 13.3 percent. Radio Eska (ZPR Media Group) is in third place with 7 percent.

Only in fourth place is a public radio station, Radio Jedynka (PR1 for short), with a market share of 5.6 percent. There are also three other radio stations and, with Polskie Radio dla Zagraniczy, an international broadcaster. Poland's already chronically underfunded public broadcaster has failed to establish itself in the radio market over the years, not least because it has also consciously attempted to focus on television. Like public television, radio is also confronted with accusations of political influence and censorship.

Fig. II: Leading radio stations in Poland 2022 by audience

Source: Statista Research Department (2023)

Internet

As in other countries, the Polish internet was a purely academic network until the early 1990s. Although the first companies began setting up their own websites in 1993, by 2000 only a fraction of Polish citizens were using the internet. This changed quickly when the Polish telecom company began offering low-cost flat rates in 2001. Thanks in part to billions of euros invested by the European Union in the systematic expansion of broadband access in structurally weak regions in eastern Poland, over 85 percent of Poles now use the internet.

The Polish online media market is dominated equally by international and Polish corporations. US giant Alphabet Inc. holds a leading position, occupying the top two spots with its search engine Google and the video portal YouTube. Also noteworthy is the social network Facebook, owned by the US corporation Meta Platforms, Inc. Polish media corporations, however, dominate the news and information sector. Onet.pl, the most popular news site, belongs to Ringier Axel Springer Polska, which underscores the corporation's significant position in the Polish press market. Also worthy of mention is Olx.pl, an internationally operating Dutch online marketplace corporation.  

Table II: The 10 most visited websites in Poland, May 2023

Rank	Webpage:	Description	Parent company
1.	Google.com	Search engine	Alphabet Inc.
2.	YouTube.com	Video portal	Alphabet Inc.
3.	Facebook.com	Social network	Meta Platforms, Inc.
4.	Wp.pl	email, web portal	Wirtualna Polska SA
5.	Onet.pl	News, Communication	Ringier Axel Springer Poland
6.	Interia.pl	email, web portal	Cyfrowy Polsat SA
7.	Allegro.pl	e-commerce	Mid Europa Partners, Cinven, Permira
8.	Google.pl	Search engine	Alphabet Inc.
9.	Wikipedia.org	Encyclopedia	Wikimedia Foundation
10.	Olx.pl	e-commerce	Prosus NV

Source: similarweb.com

Regulations

Article 14 of the Polish Constitution, which came into force in 1997, guarantees freedom of the press and other forms of social communication, while Article 54 grants freedom of expression and prohibits censorship. It is important to note that, despite these legal provisions, the exercise of freedom of expression and freedom of the press in Poland has been controversial in recent years. Critics have raised concerns about restrictions on press freedom and media independence in Poland, claiming that certain measures are politically motivated and could impair freedom of expression. The precise interpretation and implementation of laws on freedom of expression and freedom of the press remain a subject of debate and discussion in Poland.

The most important regulatory authority is the Krajowa Rada Radiofonii i Telewizji (KRRiT), which is responsible for the control and licensing of Polish television. The KRRiT Council consists of five members: two are elected by the Sejm, the Polish lower house of parliament, and one by the Senate; the remaining two are appointed by the Polish President. Theoretically conceived as a non-governmental body, the KRRiT has in the past been accused of representing the political interests of the parties responsible for appointing its members.  

The legal basis for regulating the TV sector is the Polish Broadcasting Ordinance of 1992, which was further amended in 2004 to comply with EU directives. The law stipulates that public and private radio and TV programs must both inform and entertain, fulfill an educational mission, and promote Polish culture. Furthermore, content must always be based on Christian values and educate about social injustices. Furthermore, all public institutions and political parties must be guaranteed an equal share of broadcasting time. In accordance with the European Union's Television Without Frontiers Directive, the 2004 regulation was strengthened to protect minorities and ensure access for European media companies to the Polish market.

Since 2015, media regulation in Poland has sparked some controversy, leading to debates about press freedom and media independence. Following the Law and Justice Party (PiS)'s takeover of the government, several measures were implemented that critics viewed as restricting media freedom. One of the most controversial changes was the reform of the public broadcaster Polskie Radio and the public television Telewizja Polska (TVP). The government strengthened its control over the appointment of these broadcasters' executives and supervisory boards. This raised concerns about political interference in programming and the independence of public media.

In addition, laws were passed that influenced the media landscape in Poland. A media concentration law introduced stricter rules on media ownership and aimed to preserve media diversity and independence. However, there were allegations that these laws were applied selectively and had political motives. Another controversial law was the 2016 Media Law, which reformed the Council for National Media (Krajowa Rada Radiofonii i Telewizji, KRRiT). This reform allowed for greater political control over the Broadcasting Council and raised concerns about the independence and neutrality of media oversight.

The government argued that these measures were necessary to regulate the media more effectively and ensure balanced reporting. They also emphasized the importance of national sovereignty and Polish values in the media. Critics, however, accused the government of attempting to politicize the media and undermine the independence of reporting. They claimed that these measures could lead the media to pursue a pro-government agenda and suppress critical voices.

These developments have raised international concern. Various international organizations and human rights groups have called on the government to respect and protect press freedom and media independence.

Sources/Literature

• Ania Lara, The Polish Media Landscape in Georgios Terzis (ed.) European Media Governance. National and Regional Dimensions, 2007, 399-411.
• Ryszard Filas & Pawel Planeta, The Media System of Poland. In: Hans Bredow Institute (ed.): International Handbook Media 2009. Media Systems in Europe, 2009, 518-540.
• Statista Research Department: Television market share in Poland in 4th quarter of 2022, by channel, 2023.
• Statista Research Department: Ranking of leading radio stations in Poland from 2021 to 2022, by listenership, 2023.
• Media Days: Public broadcasting in Poland, 2023.
• Reporters Without Borders: World Press Freedom Index, 2023.
• Lavin, Charlotte: Poland has a problem with a media pluralism. Takeaways from the Media Pluralism Monitor 2022 on Poland, 2022.
• Poland Analyses No. 50, April 21, 2009. German Polish Institute, Research Center for Eastern Europe (German Society for East European Studies).
• Accenture: Poland News Media Landscape Trends, December 2021.
• Similarweb: Tob Websites Ranking Poland, May 2023.