As the weather warms up in March, there is a noticeable reduction in the amount of time people spend watching television. This follows a trend from February when winter holidays led to shorter viewing periods. The transition into spring typically encourages outdoor activities, resulting in fewer individuals glued to their screens. On average, daily television consumption dropped by 10 minutes compared to February 2025. Both conventional TV and online video platforms experienced this decline. Despite the decrease, certain content categories like Polish series, news, and sports managed to capture viewer attention.

In the realm of traditional television, specific genres such as domestic series, current affairs, and athletic competitions attracted significant interest. Meanwhile, streaming services saw slight shifts in market share. For instance, YouTube's portion of television viewership stood at 2.0%, a minor dip from February's 2.1%. Similarly, Netflix recorded a 1.9% share, also down slightly from its previous month's figure. Nonetheless, streaming content maintained a consistent 9.3% stake in overall television screen viewership.

The analysis stems from Nielsen's "The Gauge," a tool designed to offer monthly insights into television usage across various platforms within the media sector. Initially launched in the United States in May 2021, it provides valuable data for industry stakeholders. Nielsen employs a single-source panel encompassing 3,500 households and nearly 9,700 participants to gather this information.

This dataset focuses on audience share metrics derived from AMR (Average Minute Rating) data each month. It encompasses individuals aged four and above, detailing consumption patterns across cable, satellite, terrestrial television (including both linear and time-shifted up to seven days), and streaming content (live streaming of TV channels on OTT platforms classified under streaming). Unrecognized content falls under the "Other" category.

Nielsen Poland utilized methodological comparisons to craft this edition of "The Gauge." As the season changes, understanding these trends becomes crucial for advertisers and content creators aiming to align with shifting viewer preferences.