MPP Global Announces Landmark Polish Expansion
MPP Global has announced an expansion into Poland – a rapidly growing market for digital content.
According to statistics provided by Millward Brown, 86 per cent of the Polish population read newspapers either in print or online format and a growing number of people are using mobile gadgets to access articles while on the move.
The figures suggest ten per cent of consumers in this part of the world already have access to digital paid news content and this is expected to rise to 17.5 per cent within the next 12 months. In five years’ time, as many as 43.8 per cent of daily newspaper readers aged between 15 and 34 years old will digest articles online.
One of the biggest challenges facing news providers all over the world is making the transition from print to digital, which is an increasingly important step due to rapidly declining print revenues.
Companies in the UK and US have already demonstrated that readers are willing to pay to read quality content via the internet and this trend appears to have developed in Poland too.
The Millward Brown statistics also state that just 23.8 per cent of young Polish consumers will read paper-based publications in five years’ time – down from 36.3 per cent in 2014. At the same time, annual growth of business-to-consumer ecommerce activity was more than 21 per cent in 2013.
This underlines the point that the appetite for digital content is rather strong in Poland and this is why MPP Globalhas identified the European country as a key market.
“The online environment in Poland is changing dramatically. The majority of the biggest Polish publishers are either already using paywall solutions or are currently considering introducing paid digital content for their readers in the near future,” comments Jakub Polkowski, who joins MPP Globalto spearhead the regional expansion.
“Young, tech-savvy native internet users now have a high propensity to pay for premium content delivered across multiple devices with a single sign-on. Older adults also want instant access to news and entertainment content,” he added.
MPP Global’s breakthrough eSuite solution is ideally suited to Polish newspapers that are looking to maximize their digital revenues.
Aside from its outstanding functionality, one of the best features of eSuite is its adaptability. Not only can it be used in line with a publisher’s unique branding, it can also be honed for use in countries where English is not the primary language.
MPP Global’s Polish team will work closely with newspapers in the coming months to ensure they are doing all they can to monetize their digital offerings and this is just one example of our commitment to expand into exciting new markets.