Financial results of the Kino Polska TV S.A. Capital Group for 1st half of 2025

Warsaw, August 26, 2025

AGENDA

1. Market overview

2. Key facts Q1 2025

3. Financial results

2

PRESENTERS

Board Member

Board Member

3

01

GRUPA KINO POLSKA 4

MEDIA AND AD MARKET LANDSCAPE - 1H 2025

TV advertising market

According to a Publicis Group report, Advertising investments in all forms of television advertising in 1H 2025 increased by 2.2% y/y (comparing to 7,2% growth in the same period last year).

The increase is worth highlighting, given last year high comparison base, caused by the Euro 2024 football European championship.

Presidential elections-greater role of news channels

The presidential campaign was one of the factors that influenced the viewership of different types of channels in 1H 2025.

During the campaign, viewers focus on news channels, which makes it more difficult to compete for their attention compared to, for example, sporting events, which sometimes bring new viewers to our channels after the sport event broadcast.

SVOD gains, TV slightly declines

SVOD share of viewing grew in 1H 2025 (+7,7% y/y), while TV share slightly decreased vs. last year (-1,4% y/y).

To keep viewers engaged on TV channels, attractive and unique content is needed - requiring higher investment from all market players.

New competition dynamics

While the share of "big four" viewership declined both in 1H 2025 and in Q2 2025 compared to the same period last year, not all "big four" channels are shrinking.

Less homogonous structure of

"big four", combined with higher presence of some of the other channels makes the market more competitive for our channels.

5