Poland telecom market shifts to customer value maximization

The Polish telecommunications market is shifting from a focus on user volume to maximizing customer value, according to a report by PMR Market Experts by Hume’s. As the potential for new user growth reaches a limit, operators are increasingly competing through service bundling and integrated offers.

Key trends include the inclusion of digital services such as VOD and SVOD into standard packages. Currently, 62 percent of households utilize service bundles, and these are expected to account for 58 percent of all telecommunications services in Poland by the end of 2025.

In 2025, the retail telecommunications market under the subscription model saw a 5 percent increase in value compared to the previous year. This growth is primarily driven by rising prices and an increase in Average Revenue Per User (ARPU). Experts note that operators are pursuing a ‘more-for-more’ strategy, providing customers with a wider range of services to increase the number of Revenue Generating Units (RGU) per household.