menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
Media Review image

15.01.2018 Media industry

Online News Portal Readers in Poland. Loyalty Analysis

Bartłomiej Dwornik

Among news portals, Onet has the highest number of users. However, in terms of reader loyalty, it falls behind Wirtualna Polska. When looking specifically at news readers, Gazeta takes the lead, though it ranks poorly in Google search positioning.

Poczytaj artykuł wydanie polskie w wydaniu polskim

Of the 20 most popular websites in Poland, five are “horizontal” portals, covering a broad range of topics. According to the December 2017 Gemius/PBI survey, Onet had the highest number of users among these five. However, as estimated by SimilarWeb, Wirtualna Polska recorded the most visits. These results pertain to main domains and exclude other websites owned by individual publishers.

  • Onet.pl - 17,322,160 users, 321.33 million visits (email traffic share: 11.6%)
  • WP.pl - 14,802,675 users, 321.93 million visits (email traffic share: 18.3%)
  • Interia.pl - 13,242,657 users, 174.09 million visits (email traffic share: 12.6%)
  • Gazeta.pl - 9,525,665 users, 99.47 million visits (email traffic share: 3.9%)
  • O2.pl - 6,522,097 users, 82.85 million visits (email traffic share: 49.24%)

These data indicate that Onet has the most readers, while Wirtualna Polska’s audience is the most engaged. Notably, each of these top horizontal portals offers email services, which generate significant traffic. For O2.pl, email traffic constitutes nearly half. If email users were excluded from reader counts, Onet would surpass Wirtualna Polska in content engagement, and O2 would lose its fifth place to TVN24.pl (62.53 million visits and no email service).

Reader Loyalty of News Portals


Interesting insights also come from comparing SimilarWeb data on the traffic structure of each portal. Although this data covers only desktop traffic, it provides a glimpse into reader loyalty, measured by the share of direct traffic (e.g., visits from bookmarks or manually typed URLs).

Wirtualna Polska leads in this metric, with over 70% of traffic coming from direct visits. Gazeta takes second place, while Onet drops from the top three.

Online news portal readers in Poland. Loyaltysource: Reporterzy.info based on SimilarWeb data for December 2017

What if we exclude direct visits generated by each portal’s email services? If we consider this to reflect true reader loyalty - meaning visits for information alone - the rankings change significantly.

Reader Loyalty by Excluding Email-Generated Traffic

  • Gazeta - 64.0%
  • Onet - 39.8%
  • Interia - 38.0%
  • Wirtualna Polska - 27.6%
  • O2 - 5.3%

In this view, Gazeta emerges as the clear leader, followed by Onet and Interia.

Effective SEO Positioning


SimilarWeb data also reveal which major portal excels at content SEO and optimization. The share of visits generated by search engines indicates this.

Online news portal readers in Poland. SEOsource: Reporterzy.info based on SimilarWeb data for December 2017

Onet leads in attracting search engine traffic, slightly ahead of Interia and notably ahead of Gazeta, when SEO-generated traffic share is used as a success measure. In absolute visitor numbers, the ranking changes slightly.

Estimated Monthly Visits from Search Engines

  • Onet - 72 million
  • Wirtualna Polska - 42 million
  • Interia - 33 million
  • Gazeta - 15 million
  • O2 - 7 million

In this ranking, Onet remains the leader, but Wirtualna Polska takes second place. Though its SEO traffic share is lower than Interia and Gazeta, WP achieves significantly higher absolute results.

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Media industry

Greenwashing storms media in Poland. Business feel the impact too

BDw
A surge in media coverage reveals a new reality: ESG isn't just a corporate responsibility buzzword anymore - it's a battlefield. According to the Institute of Media Monitoring (IMM), Polish media mentioned "greenwashing" in 619 publications and "eco-hypocrisy" in another 545 in Q1 2025.

Algorithmic personalization study. Who and how understands digital media

KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.

Digital media addiction. Why the brain can’t cope

KFi
Digital media can hijack the brain's reward system in ways similar to drugs and alcohol, warned psychiatrist and author Anna Lembke. She emphasized that compulsive use of digital platforms can become a serious addiction. Not just a bad habit or risky behavior.


See articles on a similar topic:

Print Advertising in Poland. Analysis by Polskie Badania Czytelnictwa

BARD
Analysts at Polskie Badania Czytelnictwa (Polish Readership Surveys) have compiled statistical data highlighting the reach, engagement, and opinions regarding print advertising campaigns. These insights are valuable for marketers aiming to plan and optimize advertising budgets.

Press Readership in Poland. The Wealthy Read Ten Times More Often

BARD
Wealthy individuals in Poland read newspapers and magazines up to ten times more frequently than the average Pole, according to a report by Polish Readership Research. They mainly read monthly magazines and dedicate about an hour per day to reading. Only 18% of people in this group do not read any press at all.

Algorithmic personalization study. Who and how understands digital media

KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.

Music for Overstimulated Children: Research from Polish Kindergartens

OOO
Hyperactivity, impatience, and difficulties with concentration are increasingly common challenges faced by preschool and school-aged children. An excess of stimuli, including digital ones, makes it hard for children to focus on a single task. Is there anything that can be done about it?

More in the section: Media industry

community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.


Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Drones. For PRO. On discount





Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#4Lines 4 a Good(?) Morning SHORTS
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Social Media Marketing All-in-One For Dummies
Social Media Marketing All-in-One For Dummies
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25