The telecommunications market is looking to bundled services for growth. Poles want internet, TV, cell service, and VOD

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The telecommunications market is looking to bundled services for growth. Poles want internet, TV, cell service, and VOD

Bundling remains one of the most important trends in the Polish telecommunications market. Already, 62% of households use service bundles. By the end of 2025, these bundles accounted for 58% of all telecommunications services in Poland. At the same time, the market is approaching a barrier to further growth in the number of users. Operators are therefore competing more and more not just for the number of customers, but for the value of their relationships with them. This is achieved, among other things, through special offers, promotions for switching to another operator, broader service bundles, and the inclusion of digital services such as VOD and SVOD. These are the key findings from our latest report, “The Market for Integrated Telecommunications Services in Poland.”

RGU: Less Room for New Customers

One of the key indicators used to describe the telecommunications market is the RGU (Revenue Generating Unit), which refers to the number of active services that generate revenue for the operator. In practice, a single customer may account for several RGUs—for example, internet, cell phone, and TV—which is why this number can grow not only by acquiring new customers but also by selling additional services to existing users.

It is precisely this increase in the number of services per customer that is becoming increasingly important, as the room for further growth in the user base is gradually shrinking. Our experts predict that, following a period of modest growth, the total number of RGUs in the telecommunications market will begin to decline.

– The telecommunications market is increasingly shifting from a phase of building volume to a phase of maximizing customer value. As acquiring new subscribers becomes increasingly difficult, expanding the range of services offered per household and developing attractive, integrated packages have become crucial. At the same time, operators must ensure that package expansions meet customers’ actual needs and are not merely a means of increasing the number of RGUs.

Aleksandra Kopecka

Market Analyst

Volume is slowing, but the market value continues to rise

SVOD (Subscription Video on Demand) services—that is, platforms offering access—remain the biggest beneficiaries of these changes. However, the limited potential for growth in the number of services does not imply a corresponding slowdown in market value. In 2025, the retail telecommunications market under the subscription model reached a value 5% higher than the previous year. The main drivers of growth remain rising prices and ARPU (Average Revenue Per User), which is the operator’s average revenue per user. Growth in ARPU allows the market value to increase even when the number of customers or active services is growing more slowly.

Operators are consistently implementing a “more-for-more” strategy. This means that customers receive more services or a broader range of benefits, but at the same time pay more for them. In a mature market, such a strategy can support value growth, but its effectiveness depends on whether consumers perceive the additional elements of the offering as truly necessary.

Poles are most likely to bundle two services

Although consumers say they are interested in comprehensive bundles, their actual purchasing decisions remain much more conservative. Bundles comprising two services are the dominant model. As the number of products in a bundle increases, the number of customers using it drops significantly, and configurations including four or more services remain niche. This shows that, for customers, simply increasing the number of items in a bundle does not necessarily make the offer more attractive. The key is to tailor the offer to customers’ everyday needs.

Our research shows that the Internet remains the cornerstone. 57% of bundle subscribers cite it as the service they would find hardest to give up. In second place is the cell phone—cited by 30% of respondents. Pay TV (11%), VOD (2%), and landline phones (1%) are significantly less important.

The Perfect Package for a Pole? Internet, TV, Cell Phone, and VOD

Interestingly, consumers say their expectations regarding service bundles are broader than their actual purchasing decisions. When the choice isn’t tied to a specific monthly cost, Poles are more likely to choose bundles that include four services.
The most commonly desired bundle consists of internet, pay TV, cell phone service, and VOD. Only 8% of respondents mention a landline, while 19% are not interested in any of the proposed packages.

– The difference between the “ideal package” and actual consumer behavior shows just how important price is. A wide range of options may be appealing in theory, but in the actual purchasing process, the monthly bill remains one of the most significant constraints.

Aleksandra Kopecka

Marker Analyst

VOD is replacing cable TV packages

Our experts emphasize that one of the most important trends in the market’s development will be the gradual integration of digital services into traditional telecommunications offerings. SVOD (Subscription Video on Demand)—that is, access to video content via a subscription model—is becoming particularly significant. Growing sales of such subscriptions through operators will partially offset the decline in the importance of traditional pay TV. At the same time, it may support both the growth in the number of RGUs and the value of the bundled services market.

As a result, the telecommunications package is becoming less and less like a simple set of communication services. Its composition is gradually shifting toward a broader ecosystem of digital services, which includes not only the Internet and mobile phone service but also television, VOD, and other services provided by the operator.

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